PreviouslyGlobal Head of Agency Strategy and Sales, Freewheel
MD, Strata Marketing
Smart AdServer is a leading ad monetization platform built for premium publishers to serve demanding buyers. Their fully transparent platform and shared-interest business approach enable premium publishers and brands to get their fair share of ad value at every opportunity, on their terms. Publishers can act with certainty and have the control of all the variables for the right blend of transaction models, channels and formats while activating the right audience data for value path optimization. Smart is the largest independent full stack platform providing Ad Serving, SSP and DSP services bringing closer together buyers and sellers for more efficient and transparent programmatic buying.
Headquartered in Paris, Smart have 12 offices abroad, 300 employees and work with 1,000 direct premium publishers and over 1,000 premium advertisers. In January 2021 the company changed its capital structure via a Management Buyout of current investor Cathay Capital by Capital Croissance, which became its new majority shareholder. Following this, in June 2021 they acquired DynAdmic, the integrated video advertising marketplace to accelerate their growth in CTV and media services.
Smart was looking for an EVP to sit on their leadership team and drive a significant transformation across the Demand Side of the organisation. The EVP Global Demand needed a blend of Strategic, Commercial and Transformation expertise to ensure maximal success within the role. Traditionally a Supply Side Adtech platform, Smart are ramping up their Demand side capabilities with a blend of Organic and Inorganic Growth.
We needed an EVP that had the Commercial pedigree and established network with Demand Side partners to grow out the business. An Executive with experience integrating acquisitions and complex business units, while putting structure on the Demand organisation. As the broader Demand side solutions are still being articulated, we needed an Executive who could frame the proposition to the market and ensure that the Demand organisation integrated seamlessly with the rest of the Smart solutions and teams. The geographical footprint that Smart have, predominantly in Europe and North America, needed to be considered for the background of our candidate.
We ran a global search with a predominant focus on France, UK and East Coast US Markets, encompassing the AdTech, Martech and Broader Agency ecosystem to build a strong shortlist of subject matter experts. We placed Teiffyon Parry into the role. Teiffyon brought a blended background with experience operating in the Startup world and within larger organisations. Previously the Managing Director, International at Freewheel Advertisers, Teiffyon, has an extensive network of Demand Side and Supply Side partners within his network, across the UK, Europe, North America and APAC. Early in his career, Teiffyon was part of the successful scaling and structuring of into the Strata Marketing/Freewheel organisation. Teiffyon has held several General Manager, Commercial Leadership and even Technical Leadership roles throughout his career, often in complex unstructured organisations, so he was uniquely equipped to be effective in the Smart transformation. We have had a long-standing relationship with Smart AdServer, and thAdazzle, which was acquired e commencement of Teiffyon further compliments several other C-Suite and C-1 candidates that we have placed within the business.
We have a long-standing relationship with Erevena, they have worked with us on several C-suite and C-1 hires. Given the background, we knew that they understood our requirements from the start and the EVP Global Demand position was a particularly crucial hire for us to continue our expansion globally. The process was detailed, collaborative and efficient, Lilian and Phil were always accessible throughout, clearly communicating candidate progress so that we could quickly meet with a strong shortlist. We are delighted to have Teiffyon on board and are excited about the impact that he will have across the business. I look forward to working with the Erevena team again, when we expand the team further.