Matrix Hires Biren Bharucha As VP, Enterprise Sales

Matrix, a global ad sales platform built for media, has added Biren Bharucha as VP, enterprise sales. He will lead the company’s business development efforts globally, extending its customer footprint into all media sectors.

Additionally, Bharucha will help introduce the company’s new Matrix Sales Gateway to market. The Matrix Sales Gateway, announced last year, is a sell-side dedicated platform, built with TIP-compliant API’s that will support tech-enabled negotiations and fully automated workflows.

Drawing on his 20 years of media technology expertise and sales leadership, “Bharucha will play a fundamental role in elevating Matrix’s position in both existing and new markets,” the company said. Matrix’s media-specific global ad sales platform, Monarch, serves as a front-end hub, centrally positioned in the ad sales ecosystem, providing robust CRM, sales management, and analytics capabilities. The platform, leveraged by broadcast stations, networks, OTT, on-demand, and digital platforms, is built on an open API infrastructure to deliver users enhanced interoperability and automation.

Bharucha most recently was the senior director, media and technology services for Prime Focus Technologies. Prior to that, he was the VP, affiliate relations and new business development for Yangaroo where he was responsible for building and managing the company’s broadcast footprint in the North American Television Market. Bharucha has also served as national sales manager for traffic software provider, VCI (acquired by Wide Orbit in 2010) and served as regional sales manager for digital distributor, Pathfire (acquired by DG Fastchannel, now under Extreme Reach, 2006).

Bharucha received a master’s degree in business administration, international business from Kennesaw State University and a holds a bachelor’s degree of business administration in computer information systems, and management from Georgia State University.