Relo Metrics Raises the Standard for Sponsorship Measurement and Valuation with New Advisory Board

Experienced industry leaders to help elevate that company’s visibility and guide strategic direction in broadcast, media, sports, and entertainment industries

Relo Metrics (formerly GumGum Sports), the leading AI-powered sponsorship analytics platform for real-time data decisions, is setting a new standard for brand valuation and measurement with the formation of its first Advisory Board. The charter members of the Advisory Board—Samuel Rueff, Jamie West, and Dana Venino—are all recognized industry leaders with deep expertise in the broadcast, digital media, sports, entertainment, and consumer brand sectors.

The team’s primary focus is providing Relo Metrics with business insights and market guidance across the brand, agency, broadcasting, and industry organizational landscapes in Europe and the U.S., developing new strategic partnerships and commercial relationships, and identifying partnership opportunities for expanding the sports marketing ecosystems for rights holders, media rights holders, and brands.

Each board member brings diverse career backgrounds and relationships to their new roles. They are beginning their collaboration with Relo Metrics during a time of rapid company growth propelled by increasing worldwide demands for data and measurement, leading to limitless potential for sponsorship opportunities.

“We are entering a new era of global and multi-device viewing of sports while broadcast sports rights shift to digital, giving brands massive opportunities to engage with fans, and the collective expertise that Sam, Jamie, and Dana each bring to our new Board will be invaluable in guiding our company forward,” said Jay Prasad, CEO at Relo Metrics. “They will play significant roles in solidifying partnership efforts around our goal to create a currency for sports marketing. Their insights and experiences will most certainly provide a pathway for defining the next generation of tools for brands to succeed, which ultimately will fuel company growth, and we welcome them to the Relo Metrics family.”

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The Relo Metrics Advisory Board

Samuel Rueff
Rueff brings a global cultural perspective to Relo Metrics, with more than 15 years of experience as a global media leader and Advisory Board member in the adtech and martech space, developing specific expertise in global and local media management and digital transformation.

He has held buy-side positions with industry-leading advertisers, including P&G, Nestlé, GSK, and most recently Bayer as Global Media Director. There, he led that company’s consumer health media strategy, with a focus on accelerating digital transformation and data-driven marketing. Rueff also developed key global joint business partnerships.

His expertise encompasses overseeing programmatic advertising, data-driven campaigns, and measurement with a focus on business impact, as well as pioneering Media For Good initiatives such as carbon footprint reduction in the media supply chain.

Rueff holds a Master’s degree in International Management, IMD executive education in Digital Transformation Leadership, a mini MBA in Brand Management, and is a 2023 IRG100 graduate (Institute For Real Growth).

Jamie West
West has more than 30 years of experience in the media and advertising sectors. During his 10 years leading Sky’s Advanced Advertising Products across addressable with AdSmart, Analytics, Video, and Online, he was instrumental in building what is now recognized as one of the most advanced sets of TV monetization and data capabilities in Europe and beyond.

West currently also serves as a board advisor, investor, and consultant to companies in the TV and video ad industries, encompassing a wider ecosystem covering tech, data, analytics, addressable, and complete commercialization. His recent advisory projects include helping TV platforms (pay and free-to-air), TV channels, and video content distributors successfully evolve their commercial, data, and ad technology strategies.

Dana Venino
Venino will focus on the client business at Relo Metrics, drawing on more than 20 years of experience leading clients and partners spanning the sports and entertainment, CPG, media, and SaaS industries. As a client services executive, she is responsible for the strategic engagement of customer relationships, customer revenue, and profit.

Venino most recently served as the Chief Customer Officer at SQAD, an ad-tech leader servicing global brands and agencies. Prior to SQAD, she was the SVP of Global Client Services at Piano, a Software as a Service (SaaS) organization servicing the media industry. Her leadership in SaaS is recognized as helping to substantially increase global revenue and retention across Series A, B, and C growth stages, consistently demonstrating an ability to build the foundations necessary to accelerate performance and drive scale.

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