Roku Strengthens Its Media Leadership With Two New Hires


Roku, the leading streaming platform, has announced two new additions to its media team as it prepares for the upcoming TV upfronts and NewFronts. The company has hired Jay Askinasi, the former CEO of Publicis Media’s PMX U.S., as its global head of media revenue and growth, and Christine Hong, the former Disney executive, as its global head of media revenue operations.


Jay Askinasi: A Veteran of Media Buying and Trading

Jay Askinasi is a seasoned media executive who has over 20 years of experience in media buying and trading, agency and platform partnerships, and advertising strategy. He joins Roku from Publicis Media, where he was the CEO of PMX U.S., the media investment division that oversees media buying and trading for clients such as Procter & Gamble, Samsung, and Kraft Heinz.

Askinasi will report to Charlie Collier, Roku’s president of media, who joined the company in 2022 from Fox Entertainment. Askinasi will be responsible for leading Roku’s media revenue and growth strategy, which includes driving demand for Roku’s advertising products and services, such as Roku City, shoppable experiences, commerce partnerships, and Roku Originals.

Askinasi will also oversee Roku’s global advertising sales and partnerships team, led by Kristina Shepard, Roku’s VP of global advertising sales and partnerships. He will also work closely with Courtney Kundtz, John Taveras, and Jordan Rost, who lead Roku’s media revenue and growth teams for the U.S., Canada, and Europe, respectively.

Christine Hong: A Leader in Revenue Management and Ad Operations

Christine Hong is a media leader who has over 15 years of experience in revenue management and ad operations, digital media, and streaming. She joins Roku from The Walt Disney Company, where she was the VP of revenue management and ad operations for Disney’s direct-to-consumer and international segments, which include Disney+, Hulu, ESPN+, and Star+.

Hong will report to Scott Rosenberg, Roku’s SVP and GM of Platform Business, who oversees Roku’s platform monetization, content distribution, and customer operations. Hong will be responsible for leading Roku’s media revenue operations, which includes managing Roku’s ad inventory, pricing, yield, and forecasting, as well as ensuring the quality and performance of Roku’s ad delivery and measurement.

Hong will also collaborate with Roku’s product, engineering, and data science teams to optimize Roku’s ad technology and innovation, such as Roku’s OneView ad platform, which enables advertisers to reach and measure audiences across Roku’s devices and services, as well as other OTT, desktop, and mobile platforms.

Roku: The Leader of Streaming and Connected TV

Roku is the leading streaming platform, with over 56 million active accounts and over 18 billion streaming hours in 2023. The company offers a range of devices and services, such as Roku TV, Roku Streaming Stick, Roku Express, Roku Premiere, Roku Ultra, Roku Channel, Roku City, and Roku Originals, that enable users to access thousands of free and paid channels, apps, and content.

Roku also provides a variety of advertising solutions, such as video ads, interactive ads, branded content, sponsorships, and audience networks, that enable advertisers to reach and engage with Roku’s large and loyal audience across different screens and formats. Roku’s advertising revenue grew by 82% year-over-year in 2023, reaching $1.6 billion and accounting for 69% of Roku’s total revenue.

Roku’s new hires come at a time when the company is preparing for the 2024 TV upfronts and NewFronts, where it will showcase its media offerings and capabilities, and compete with other streaming and connected TV players, such as Amazon, Google, Netflix, Hulu, and Peacock, for a share of the growing digital video advertising market, which is expected to reach $120 billion by 2024, according to eMarketer.

By Andrea Wilson

Andrea Wilson is a talented junior content and news writer at Scope Sweep. With a passion for writing and a dedication to delivering high-quality content, Andrea has quickly established herself as a valuable contributor to the team. Graduating from the prestigious University of Sydney, she brings a strong academic foundation and a keen eye for detail to her work. Andrea's articles cover a wide range of topics, from breaking news to informative features, ensuring that readers are well-informed and engaged. With her ability to research and present information in a clear and concise manner, Andrea Wilson is committed to providing readers with accurate and captivating content. Stay connected and up-to-date with Andrea's compelling articles on Scope Sweep

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