about

Brendan Moorcroft is the CEO of Choreograph. A member of GroupM’s Global Leadership Team, he is the key leader championing Choreograph’s purpose of helping clients realize the value of their first-party data, consult on and implement their data and technology strategies, and advise on privacy-first approaches.

Brendan is considered one of the pioneers of programmatic media and data-enabled digital services. He is well known and respected around the industry as the co-founder and principal of both \UNBOUND\ and Cadreon (now named Matterkind). He joins Choreograph and GroupM from The Hearst Corporation, where he served as the Head of Solutions and Services, a division he created by combining the company’s first-party data ecosystem with its content and digital services. Prior to Hearst and \UNBOUND\ he held leadership roles with IPG, Omnicom, MediaCom, and Grey, among others.

In her role as Chief Data Strategy Officer, Carol Reed is responsible for driving global data strategy, product narrative, and value proposition for both Choreograph and WPP. She co-creates the overall data products platform and operations blueprint, providing direct from client and market feedback to shape product definitions and requirements.

Carol is an internal and external evangelist for Choreograph and WPP’s approach to data, and an agency veteran with more than 18 years of experience in marketing strategy with a specialization in digital media, programmatic activation, data management, and technology platforms. Previously, Carol was at Digitas (Publicis Groupe) for 15 years where she led both the Programmatic and Media Technology capabilities globally.

Lee Michael McCance first joined GroupM as the Director of Product at Essence and now serves as the Senior Vice President, Product for Choreograph. An experienced product leader with an extensive track record of building world-class product teams and delivering innovative and commercially successful tech products, he is accountable for the overall product vision, strategy, and execution across applications, data services and platforms.

With more than two decades of experience in tech companies including start-ups and enterprise blue chips, Lee has previously led product teams, strategy and platform development across a diverse range of industries including marketing, gaming, and security.

Bob Hammond is the Chief Technology Officer at Choreograph, where he oversees Global Product Development, Global Technical Operations, Product Data Science, Engineering Support, and SRE/DevOps organizations.

Prior to joining Choreograph, Bob was the Chief Engineer of GroupM Data & Technology, overseeing the Global Product Development and Technical Operations teams. He joined GroupM Data & Technology from Xaxis/MPlatform where he served as their CTO. He has also served as CTO at MillennialMedia/AOL and Jumptap Inc, and has years of experience at a variety of firms including Vibrant Media, Yahoo!, Maven Networks, Mirror Image, PlanetDirect, Hewlett Packard, Apollo Computer, and CompuGraphics.

As the Chief Transformation Officer at Choreograph, Hercu drives the value agenda and strategic renewal focus for the business. He has extensive international experience managing multi-platform subscription businesses, start-up and new business development, marketing, go-to-market planning, growth, human resources, operations and commercial management, contract negotiations, and deal structuring.

He has previously held executive and senior positions in digital, data, media, advertising, and entertainment firms including Wunderman Thompson, Naspers, Comcast and Acceleration.

As Chief Engineer, Vlad Mettler brings more than two decades of development and leadership experience to Choreograph. He has been instrumental in scaling teams and leading architecture across the organization ever since GroupM’s acquisition of Essence, where he served as Director of Engineering at the time of the merger.

Originally hailing from Poland, Vlad has worked at a diverse array of firms including Bank of America Merrill Lynch and leading U.K. social media agency TBG Digital. He is also the owner of Liquid Ant, a London-based IT services provider.

In her role as SVP, Marketing and Communications, Kristen Fellows is responsible for leading the global strategy, creation and execution of marketing and communications programs that support consistent business growth, enhance brand equity and drive customer preference of Choregraph products and services. Kristen joined the organization in 2021 to help establish and grow the marketing function within Choreograph with an eye towards go-to-market strategies, brand messaging, and product positioning.

A student of the industry with more than 15 years of marketing, media and technology experience, Kristen brings a varied perspective, having held roles at agencies, publishers, and technology platforms. She comes to the role from leadership positions in product marketing at Xandr and PubMatic, which she took on after developing sales strategy and solutions at The Huffington Post and AOL.

At Choreograph, Carsten Hyldahl leads the Federated Learning practice, bringing the latest thinking in collaborative machine learning to the forefront of our client work. He brings more than two decades of experience as a prolific tech founder and CTO. 

Before joining Choreograph, Carsten was a serial entrepreneur, founding a number of successful start-ups in the identity space. In 2018 he founded unum.ai, which built first party identity and behavior analytics, and previously co-founded marketing data firm Mojn (2013)  as well as marketing automation platform Agillic (2005), which he grew into seven major markets including Denmark, Sweden, Norway, the U.K., DACH, and Italy. At Mojn, Carsten acted as both CTO and co-CEO, expanding the firm’s reach to include clients such as Rodale, Hearst Publications, and CDS-global. He has also previously served as CTO of LiveIntent, the largest email SSP in North America.

Jason Harrison is Choreograph’s Chief Solutions Officer and Essence’s CEO in North America, a dual role in which he leads delivery of our full product portfolio, manages key client relationships across both businesses, and leads Essence’s seven offices across the US and Canada.

A leader with three decades’ experience across media, technology, and business consulting, Jason is uniquely capable of deriving strategy, analytics, and creativity from deep insights and helping executives meet the challenges presented by today’s rapidly changing economy. Previously, Jason managed Essence’s relationship with Target as President and Client Partner. He has also served in executive leadership roles as the founding CEO of Team Arrow, Worldwide CEO of the analytics and consumer insight company Gain Theory, and as CIO at both WPP-owned Maxus and IPG-owned Universal McCann.

Niels Sauvé is a digital leader with a passion for product development, engineering, and marketing. Prior to Choreograph, Niels held the position of CEO for WPP Open Dynamic Content where he led the team responsible for building WPP’s proprietary DCO technology platform used across clients like Ford, WBA, Pfizer, and IKEA.

His extensive industry experience includes roles as a digital product director and global customer migration lead for FedEx International in Amsterdam, a global manager of digital marketing at TNT Express, and a senior data scientist at Ziggo.

Adam Little is Choreograph’s Chief Financial Officer (CFO). He previously served as EVP, Global Finance at Essence, where he worked with global and regional executive teams on financial management and strategic business planning of the agency, with oversight of forecasting, reporting, variance analysis, and scenario analysis. Adam established Essence’s global client finance practice and led the financial relationship with Google, the agency’s largest client. Adam supported the integration of Essence and GroupM and assisted with transitions when the Wavemaker merger brought Maxus/MEC clients to Essence.

Prior to his work at Essence, Adam worked in large multinational corporations in the UK and Australia in roles covering financial and commercial management, FP&A, investor relations, tax, and internal controls

Krystal Olivieri serves as Global Chief Innovation Officer for Choreograph and GroupM—a dual role that makes her responsible for incubating, elevating, enhancing and streamlining innovative products and solutions. A member of GroupM’s Global Leadership Team and one of Adweek’s “50 most indispensable executives in media, marketing and tech,” Krystal masterfully uses software as a catalyst to drive innovation across the businesses.

Krystal is a GroupM veteran of more than seven years and has been leading innovation across the network through the conception and co-design of many core products throughout the years. The creator of GroupM’s data ethics philosophy of “just because you can, doesn’t mean you should,” she has long been an advocate for consumer-centered data usage in campaigns that preserves a consumer’s right to privacy. Prior to joining GroupM, Krystal was with Omnicom Media Group in business development.

As Global Chief People Officer, Jen Klaus leads Choreograph’s talent function holistically with a focus on organizational effectiveness, DEI and learning & experience. As part of her role in driving the company’s global talent strategy, Jen will concentrate on delivering a best-in-class talent partnership with Choreograph’s people to increase business results, while also building and sustaining a culture that supports diversity and inclusion across the organization.

Jen joins Choreograph from the GroupM/WPP organization having prior roles within Talent leadership most recently as the SVP, Chief Talent Officer for the Americas at Essence Global. She brings depth of multifaceted talent experience with over 20 years of experience working with a diverse portfolio of employee populations, client teams and leaders.