about

our economy and industry have entered a new era that demands a more purposeful approach to data

Choreograph — built from the legacy of WPP — is a global data products and technology company designed to help our clients face that challenge head on, and in turn give their customers confidence that their data is in good hands.

our vision

setting industry standards for data powered marketing

Our vision is to set a standard for how brands build relationships with customers through data.

We believe that it is incumbent upon marketers today to be responsible owners of their customers’ data, and we are stewards of that shared vision.

With Choreograph’s position at the heart of the world’s most influential advertising group, WPP, and in collaboration with industry-leading technology partners, our clients can rest assured they are working with the best team in the business.

5.4pb
data managed
2.22bn
synthetic identifiers
850+
team members
40+
years experience
who we are

we operate at significant scale today and are still growing fast

We are always looking for creative problem solvers, builders and data wizards to help us create the future of data-driven advertising.

our people

meet our team

brendan moorcroft
brendan moorcroft

chief executive officer
new york, ny

brendan moorcroft
brendan moorcroft
brendan moorcroft

chief executive officer
new york, ny

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.

carol reed
carol reed

chief data strategy officer
los angeles, ca

carol reed
carol reed
carol reed

chief data strategy officer
los angeles, ca

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.

franklin rios
franklin rios

chief business officer
new york, ny

franklin rios
franklin rios
franklin rios

chief business officer
new york, ny

As Choreograph’s Chief Business Officer, Franklin Rios oversees the execution of the Choreograph vision. Franklin is a proven operator with 26 years of professional experience and a deep focus in value creation, performance improvement, turnaround, distressed assets, mergers and acquisitions, capital raising, divestitures, and strategic exits. He has a track record of delivering EBITDA and sustainable growth, building scale for businesses, and driving organizational change.

Franklin has a wide range of industry experience across publicly listed, private equity-sponsored, and private companies, and a proven track record that includes driving sustainable growth, performance improvement, and scale. Prior to joining Choreograph, Rios has held executive positions at private equity-sponsored companies backed by Evercore, Thomas H. Lee, CCMP Capital, and Searchlight Capital.

susan lauher
susan lauher

chief people officer
new york, ny

susan lauher
susan lauher
susan lauher

chief people officer
new york, ny

Relationships are an essential part of Choreograph’s mission, and in her role as Chief People Officer, Susan Lauher is instrumental in developing a supportive and engaging company culture. Susan has been responsible for developing the HR strategy from Choreograph’s launch, and spearheads initiatives to keep us on the forefront of everything from leadership training to diversity initiatives to compensation strategies designed to both retain and attract top talent.

She has previously held top Human Resources positions at Publicis and Havas Worldwide.

lee michael mccance
lee michael mccance

svp, product
london, uk

lee michael mccance
lee michael mccance
lee michael mccance

svp, product
london, uk

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
bob hammond

chief technology officer
new york, ny

bob hammond
bob hammond
bob hammond

chief technology officer
new york, ny

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.

hercu wentzel
hercu wentzel

chief transformation officer
new york, ny

hercu wentzel
hercu wentzel
hercu wentzel

chief transformation officer
new york, ny

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.

wladyslaw mettler
wladyslaw (vlad) mettler

chief engineer
london, uk

wladyslaw mettler
wladyslaw mettler
wladyslaw (vlad) mettler

chief engineer
london, uk

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.

kristen fellows
kristen fellows

svp, marketing and communications
new york, ny

kristen fellows
kristen fellows
kristen fellows

svp, marketing and communications
new york, ny

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. Kristen’s career began in account management at Deep Focus and Moxie Interactive with a focus on Tech/Telecom, Entertainment and Lifestyle brands.

carsten hyldahl
carsten hyldahl

head of federated learning, cpo for resolve
copenhagen, dk

carsten hyldahl
carsten hyldahl
carsten hyldahl

head of federated learning, cpo for resolve
copenhagen, dk

At Choreograph, Carsten 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
jason harrison

chief solutions officer
minneapolis, mn

jason harrison
jason harrison
jason harrison

chief solutions officer
minneapolis, mn

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
niels sauvé

head of creative enablement, product, create
eindhoven, nl

niels sauvé
niels sauvé
niels sauvé

head of creative enablement, product, create
eindhoven, nl

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.