ICX Media Expands Leadership Team to Support Growth and Scale

Announcing Spotify Veteran Parbinder Dhariwal as First National Head of Sales, Daniel Jolicoeur as CTO, and Alex Mitchell as CPO

Following ICX Media, Inc.’s first acquisition earlier this summer, the growing video intelligence company announces three strategic leadership additions poised to enhance the company’s national standing and continue to evolve their service offering.

“As we continue to develop best-in-class video data technology, we’re also looking to establish strong partnerships among leading brands and media companies”

Parbinder Dhariwal will serve as the company’s new Senior Vice President of Sales and Business Development. Dhariwal was previously the VP, Global Head of Accounts at music giant Spotify. This high-profile talent addition places the fast-growing startup on a global stage for relationship building and brand exposure.

In addition to strengthening the company’s sales capacity, ICX Media is elevating its product and technology prowess with two new tech leaders. Daniel Jolicoeur, an original member of the ICX Media team, will now serve as Chief Technology Officer and Alex Mitchell, an alum of Upside Travel and Vistaprint, joins as Chief Product Officer.

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Built with next-generation, AI-powered data intelligence at is core, ICX Media provides powerful storytelling tools to marketers, media firms, and video creators, enabling them to make decisions about content creation, partnerships, audiences, and distribution with confidence. ICX Media brings together nearly 1 million diverse video creators with precise, real-time audience and performance insights, allowing enterprises to quickly generate high-quality, cost-effective, branded video content efficiently and at scale.

“As we continue to develop best-in-class video data technology, we’re also looking to establish strong partnerships among leading brands and media companies,” said Michael Avon, Founder and CEO of ICX Media. “Parbinder’s experience building dynamic sales teams is unparalleled, and we look forward to his leadership as we continue to develop long-term relationships with category-leading brands and provide exceptional value to our partners. We also couldn’t be more excited to add two seasoned veterans like Daniel and Alex to our technology and product leadership team as we continue to scale our offerings for brands, media companies, and independent video creators.”

Prior to ICX Media, Parbinder Dhariwal served as VP, Global Head of Accounts at Spotify where he built the core team and competency to forge stronger, direct relationships with brands like Samsung, Ford, Bose, Heineken, Nike, BMW and McDonald’s.

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Before joining Spotify, Parbinder served as CRO at Softonic, a consumer software portal, driving institutional change across the business. Parbinder spent his formative years at CBS Interactive (prev. CNET Networks) where he ran the UK commercial operation through 2009, after which he moved to New York to lead the International and B2B teams. At CBS, Parbinder led the global partnership and management of IBM, Dell, HP and Microsoft as well as the National Sales Org.

As employee number one at ICX Media, Daniel Jolicoeur’s deep knowledge of the foundational decisions makes him uniquely qualified to steer the future endeavors of the tech team. Prior to ICX Media, Daniel Jolicoeur was a key senior member of the engineering and technology team at Millennial Media, a leading mobile advertising platform company, and Technical Lead at Vital Labs, a healthcare platform for patients and clinical care professionals.

Alex Mitchell joins ICX Media from Upside Travel, where he was Director of Product. Before joining Upside, Alex spent four years at Vistaprint Digital, managing the Websites Product and Identity Product Family for Vistaprint. Alex is an experienced product and technology leader passionate about building and scaling powerful web and mobile products that make a difference in people’s lives.

Together Jolicoeur and Mitchell will lead and grow a talented team of developers, data scientists, and designers to evolve ICX Media’s powerful technology offering to meet the demands of a rapidly changing marketplace. Parbinder Dhariwal’s sales acumen and existing relationships will help shape the future course for ICX Media and solidify the important role video data intelligence plays to thought leaders regardless of vertical.