xCross-Platform Leader, Zach Friedman, to Oversee U.S. Revenues for Fast-Expanding Independent OOH Media Specialist

Talon Outdoor, a leading independent Out of Home (OOH) media specialist, today announced the appointment of Zach Friedman as Senior Vice President, Head of Client Development; Carolina (Lina) Gouveia as Vice President, Client Development; and Brandon Bernstein as Manager, Client Development. With a collective 30 years of media and advertising experience, the expanded team brings deep client development experience to fuel Talon’s next phase of U.S. growth.

In making the announcement, Talon U.S. CEO Jim Wilson said, “The addition of Zach, Lina and Brandon embodies our growth strategy, anchored in investment, client development and revenue generation. It also underscores Talon’s focus on partnering with brands and agencies to accelerate their growth via innovative out-of-home offerings. Building upon Talon’s strong growth foundation, we’re showcasing the power of ‘un-siloing OOH’ with data, integration and measurement to enable advertisers to reach their desired audience—at the right time and in the right place.”

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New York-based Senior Vice President, Head of Client Development, Zach will lead Talon’s growth strategy and initiatives across the U.S. He has held sales leadership roles since 2010 and has run teams at well-established media companies like FOX News Media and Trusted Media Brands, Inc., as well as startups, such as Firefly, the GV-backed (formerly Google Ventures) location-based advertising and smart city technologies company.

“It’s thrilling to join Talon at a pivotal time of consumer behavior change and as advertisers are reevaluating their media mix for the recovery,” said Zach. “The Talon team has a track record of delivering world-class and award-winning OOH work for a variety of regional, national and global brands. Our leadership and investments in smart, creative and data-led OOH solutions creates tremendous opportunities for marketers to execute campaigns that deliver real brand and business ROI.”

Zach most recently served as Senior Vice President, National Sales at Firefly, where he led sales efforts across seven offices. Prior to his Senior Vice President promotion, he built the East Coast sales team from the ground up and drove rapid revenue growth. Before Firefly, Zach was the Chief Revenue Officer at Trusted Media Brands, where he oversaw the multi-platform media and publishing company’s ad business. Prior to that, Zach was with Fox News for 12 years, where he was responsible for all digital monetization for FOX News Channel and FOX Business Network.

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Lina, who is Los Angeles-based and a native of Brazil, is charged with partnering with marketers and creating innovative OOH solutions that grow their businesses. Before Talon, Lina served as Vice President, Sales – West Coast at Lightbox OOH Video Network, where she was responsible for key accounts in the entertainment, technology, and retail industries. Prior to Lightbox, she held national and west coast business development roles at UpTrending Group, a UX agency focused on Silicon Beach startups, and Huge Inc., part of the Interpublic Group of Companies, respectively. She also spent five years at Kinetic Worldwide, a WPP-owned agency, where she oversaw the OOH media buying and planning for top Fortune 500 accounts.

Based in New York City, Brandon will support Talon’s East Coast Client Development team. He joins Talon from nearly four years with OUTFRONT Media, where he rose through the ranks from Sales Coordinator, Team Lead to Account Executive. Brandon was responsible for prospecting and generating a book of business and creating thoughtful proposals utilizing billboard and transit assets, along with OUTFRONT’s mobile platform, to provide clients with well-rounded marketing solutions. He has experience working with clients on a local, regional, and national level.

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