Rosica Out As Grass Valley Reorganizes

Jeff Rosica is stepping down as EVP and chief sales and marketing officer of Grass Valley as part of a reorganization of marketing and sales at the broadcast equipment supplier, the company announced Monday afternoon.

Rosica has been the face of the company in the U.S. broadcast market for several years. He has been solely responsible for international sales and marketing since private equity firm Francisco Partners acquired the company from Technicolor in July 2010.

In the new order, four executives will share sales and marketing duties.

Mike Oldham has been hired as region president, Americas, which includes the U.S., Canada and Latin America. Oldham joins Grass Valley from FrontPoint Advisors LLC., where he was managing director. Prior to that, he was the CEO of Omnibus Systems before it was acquired by Miranda Technologies.

Alan Wright and Andrew Sedek were promoted to region president EMEA (Europe, Middle East and Africa) and region president Asia Pacific, respectively. Graham Sharp, SVP of corporate development assumes the additional role of chief marketing officer.

“Having re-aligned our product groups and streamlined our operations it’s now all about getting closer to our customers, becoming their trusted advisers and delighting them with the Grass Valley experience,” said CEO Alain Andreoli in a statement.

“We are creating more strength in our regions and will now have three regional presidents reporting directly to me, as well as a newly created chief marketing officer role, bringing an even stronger voice of the customer to the executive team.”

Rosica joined Grass Valley in 2001 from Philips Electronics, as a part of the acquisition and merger of Grass Valley Group, Philips Broadcast and Thomson Broadcast. At Philips, he was VP and general manager of the North American business activities.

As part of the transition, Rosica will remain as a strategic adviser to Andreoli until late November, to aid in the transition.