Fullscreen has tapped digital marketing veteran Kevin Roe to serve as SVP of client services in its branded content group.

The appointment illuminates Fullscreen’s focus on ad-driven revenue, reports Variety, following the termination of its subscription video service earlier this month amid the layoff of 25 staffers. In his newly-created position, Roe will report to Fullscreen’s general manager, Pete Stein. Roe, a 30-year marketing veteran, previously worked under Stein at the Publicis-owned digital ad agency Razorfish. Stein joined Fullscreen in January 2016. Roe also previously served as SVP of digital for Edelman.

Roe, who will be based in Fullscreen’s Austin offices, will lead growth efforts for top accounts, support strategic client relationships, and develop new business opportunities, according to Variety.

“We’re thrilled to have Kevin as the newest member of our team as our clients recognize the need to reorient priorities from analog to digital, from one-way channels to social platforms, and from interruptive advertising to authentic, entertaining content,” said Tim Perlstein, Fullscreen’s SVP of strategy and insights. Adds Roe: “I’ve seen the insides of many client-side marketing organizations and know that CMOs still have a long way to go in transforming their organizations for the digital future, but Fullscreen is well-positioned to lead that charge.”

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