Matrix, the only global ad sales platform built for media, announces the addition of industry-veteran Biren Bharucha to the Matrix team as VP, Enterprise Sales. In this new role, Bharucha will lead the company's business development efforts globally, extending their 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.

Relying 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. 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.

"I am thrilled to have joined Matrix Solutions, as it is well positioned for success," shared Biren Bharucha, VP, Enterprise Sales, Matrix. "I look forward to expanding the company's product suite, including its flagship product, Monarch and the new Matrix Sales Gateway, into more media industry segments to further accelerate the company's growth."

I am thrilled to have joined Matrix Solutions as it is well positioned for success

Bharucha most recently served as the Senior Director, Media & Technology Services for Prime Focus Technologies. Prior to that, he was the Vice President, 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 attended Kennesaw State University for a Master's degree in Business Administration, International Business and a holds a Bachelor's degree of Business Administration in Computer Information Systems, and Management from Georgia State University.

"The newly established VP, Enterprise Sales position at Matrix is key to continuing our company's growth trajectory and we are very excited to have Biren fill that role, given his extensive media technology background and sales leadership experience," shared Mark Gorman, CEO, Matrix. "Additionally, he will help to accelerate future go-to-market initiatives that are already in development, such as the Matrix Sales Gateway."