AOL Canada has announced a series of new executive appointments stemming from its recent advertising partnership with Microsoft, with general manager Joe Strolz adding a new global role as GM, partner integration for Microsoft to his existing duties.
In his new role, Strolz will oversee the integration of Microsoft’s advertising within AOL, a purview that includes nine markets: Canada, U.S., U.K., Spain, France, Germany, Italy, Japan and Brazil.
He will lead the integration process from Toronto, though the role will also involve considerable international travel. “It’s from here, but it’s also from an airport lounge,” he joked.
The new role represents a homecoming of sorts for Strolz, who spent just over three years as vice-president of Microsoft Advertising from 2010 to 2013.
He said successfully harmonizing the cultures of the two companies will be the key to determining the success of the deal, which sees AOL take over Microsoft’s display, mobile and video ad business on platforms including Xbox, MSN and Skype
“Successful integrations are about communication,” he added. “When two companies come together, they might be in the same business, but have different ways of communicating. To be able to translate those two worlds, both in terms of the technical and the cultural component, is the key to any successful integration.”
Microsoft’s Bing search engine will also replace industry leader Google on AOL websites as part of the 10-year deal. The two companies will share ad revenues from the venture, though specifics were not disclosed.
Strolz said having a Canadian executive lead the global integration is a “good thing” for the Canadian media and marketing industry. “The more that happens, the more the Canadian industry is influencing more than just Canada, and I think that’s a positive thing,” he said.
AOL also announced former VP, marketing, content and international brand strategy Brad Cressman will take over the newly created role of head of business operations, overseeing the company’s day-to-day operations and the Canadian leadership team. Cressman will be responsible for AOL Canada’s day-to-day operations, while partnering with Strolz on issues such as strategy and investment.
Cressman joined AOL in October 2010, at a time when Strolz said there was “a big question mark” surrounding the company’s continued viability. He was among Graham Moysey’s first hires and has taken on what Strolz called “progressively senior” roles with the company.
“For a variety of reasons he was the right choice to take on this role,” said Strolz.
Rashida Jeeva moves into Cressman’s previous role as head of content. The company described Jeeva as a “driving factor” in the success of its content brands and products, having led the launch of the company’s video studio, custom content solutions and Canada’s first original slate of AOL programming.
The company also announced it has hired Jaime Parsons, who was most recently with Rogers Communications, as its new head of marketing. The position had been vacant since October, when AOL’s former director of marketing and communications Laura Pearce left the company for a role as VP, brand strategy and fan engagement with Blue Ant Media.
“Laura was a tough act to follow – it took some time,” said Strolz. “But now we’ve got someone who is solid. We have as great a marketing lead today as we’ve ever had.”
