Machinima has named media sales vet Steve Reed VP of brand partnerships. In his new role, Reed will lead the company’s U.S. ad sales operations.

Reed has been in the industry for 15 years — most recently as the head of his own digital ad agency, Tier Zero. Prior to that, Reed served as national VP of sales at CBS Interactive, where he worked on gaming, entertainment, technology, and lifestyle verticals — including the company’s GameSpot, CNET, and TV Guide brands.

Reed will report directly to Machinima’s SVP and general manager Russell Arons. “Machinima’s brand has never been stronger and this is an incredible time for brands to partner with us in order to take advantage of our incredible reach with millennial gamers,” Arons said in a statement. “Steve comes to Machinima with a reputation for innovation and the ability to develop unique large-scale brand experiences, connecting audiences with products in a way that is creative, compelling, and entertaining.”

Reed also joins Warner Bros.-owned Machinima on the heels of a rebranding — including a new logo and an increased presence on Twitch and Facebook.

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