Joel Melby Email & Phone Number

Greater Boston

Offering business strategy, product/data strategy, and technology consulting services to firms in or entering the media and advertising technology market. Built an ongoing practice from scratch; clients have included a US-based mid-stage start-up, an EU-based late-stage start-up, and a global engineering services company. Defined, developed, and launched an advertising-supported closed network integrating industry-specific content delivery, videoconferencing, and learning management. Architected and led the delivery of an ad-supported smart shopping cart solution. Integrated an AI-driven optimizing campaign manager and a rules-based pricing engine with a Tier 1 mall operator’s media sales back end.

Greater Boston Area

Strategic advisory role with Progress Partners, focused on merger and acquisition activities for advertising technology companies.

Greater Boston

Defined a new line of business for a global, market-leading engineering and product development services company (now part of CapGemini). Defined and established collaborative partnership offering design, development, and delivery services for differentiated direct-to-consumer streaming media solutions with integrated consumer/audience analytics. Integrated world-class consumer experience (CX) design capabilities with deep Artificial Intelligence and Machine Learning (AI/ML) expertise to offer solution development services specifically oriented towards the marketing needs of global brands.

Acton, Ma

External advisor providing strategic guidance and analysis to the CEO and senior executives of a publicly traded company.

Greater Boston Area & New York City

Led company’s hardware, software, and systems engineering efforts required to develop world’s largest analytics-driven digital out-of-home advertising network spanning largest transit authorities in US, including MTA (New York), MBTA (Boston), WMATA (Washington, DC), and BART (Bay Area). • Built engineering organization from the ground up to a team of 30, bringing audience analytics, display hardware development, rail-based integrations, embedded Android development, and cloud-based data engineering and software development in-house from failing technology partner.• Designed integrated network and display solution for rolling stock (subway and commuter rail) that leverages distributed computing techniques that minimized resource and space requirements in a challenging environment; something that was never done before.• Negotiated and successfully led consortium of four vendors to develop, build, integrate, and deliver integrated network and display solution for New York City subway cars, on-time and within budget.• Defined and established effective and agile scrumban-based software development life cycle process with strong shift-left emphasis on test automation, dramatically improving code quality while increasing agility. Decreased defect rates by estimated 75% and increased velocity by estimated 30%.

Greater Boston Area

Cambridge, Ma

Recruited, then built company’s engineering team and technology platform, developed open standards for programmatic TV advertising, managed the company’s intellectual property portfolio, and acted as the technical face to clypd’s customers and partners.• Led company’s data science and analytics efforts, including development of crucial audience forecasting and delivery optimization algorithms necessary to land marquee top-tier national programmers.• Grew engineering organization from 3 to 30, into a team that delivered new transaction workflow engine for media companies in a matter of a few weeks. • Established lightweight, effective product delivery (requirements through deployment) processes built around scrumban and a one-week delivery cycle.• Developed TVOnTap Specification, first and broadest specification for Programmatic TV (PTV) advertising; adopted as starting point for the GABBCon PTV Open Standard. • Influenced company culture into environment that proved to be an effective recruiting differentiator, allowing clypd to attract top-notch talent despite strong competition from much larger companies.

Boxborough, Ma

Responsible for enabling the adoption and deployment of Edgeware's Video Delivery Network technologies, through a mix of business development, product management, and solution engineering.- Established US office for Swedish start-up- Defined North American market entry strategy- Developed key technology partner relationships

Responsible for ARRIS' $55M end-to-end multi-screen IP video solution set, which provides for managed service providers a complete TV/STB+Web+mobile platform for content delivery, management, and monetization.- Defined multi-screen product solution- Rebuilt linear ad insertion product line- Restructured video server product line

Responsible for product management of the company's $30M interactive video platform, back office offerings and partnerships, which provided advanced services such as Network Personal Video Recording (NPVR), Time-Shifted TV, and Television On Demand. Customers included Tier 1 Multiple System Operators (MSOs) such as Comcast, Time Warner, Charter, and UPC.

Responsible for defining and coordinating the architectural design of the company's IPTV and InternetTV offerings, that provide advanced services such as Network Personal Video Recording (NPVR), Time-Shifted TV, and Television On Demand.Built and led a highly motivated, agile team of four people, responsible for rapidly integrating the Broadbus On-Demand Platform into a variety of unique customer environments. These integrations established the company's foothold in Europe.

Responsible for development of 3 market-leading mobile wireless software products that generated $35Million in annual revenue and deployed at 1,000+ customers nationwide. Managed 25-person team of developers, quality engineers, and technical writers.

Bsee, Electrical Engineering

Activities and Societies: AF ROTC, WVBR

Master Of Business Administration (M.B.A.), Mngt/Mkt

With High Distinction.