about

Evan Hanlon is the CEO of Choreograph, and serves on the GroupM Global Leadership Team. With a background rooted in creative strategy, he firmly believes that the path to creative transformation starts with a fundamental shift in data and technology. His mission is to bring Choreograph products and thinking to visionary brands that are ready to take bold risks.

In his most recent leadership role, he served as the Global Client Lead at The Pharm, a multidisciplinary agency exclusively dedicated to the Walgreens Boots business within the WPP network. In that role, he had a front-row seat to witness the power of Choreograph’s technology. He began his WPP career at Xaxis in 2011, as the founding member of the audience strategy department, and has successful leadership turns at GroupM, [m]PLATFORM, and Essence, where he built up a product mindset and organization, serving as Global Chief Product Officer.

Hanlon is a serial hobbyist. His most recent pursuit is pottery, but he’s been a lifelong creative doer as a writer, filmmaker, skateboarder, and budding punk rock guitarist. He’s a native of Long Island, New York and resides in Brooklyn.

Krystal Olivieri is the North America CEO at Choreograph, and serves on the GroupM Global Leadership Team. In this role, Krystal is tasked with bringing Choreograph solutions to our client roster in North America. Formerly the Global Chief Innovation Officer for GroupM, Krystal is renowned for her exceptional ability to incubate and scale cutting-edge solutions, all while fostering high-performing teams.

A true industry trailblazer, Krystal’s work has earned her the title of MediaPost “Media All Star” and a spot among Adweek’s “50 most indispensable executives in media, marketing, and tech.” She has consistently championed consumer-centered data usage in campaigns, safeguarding individuals’ privacy rights. Krystal’s dedication to ethical data practices is underscored by her guiding philosophy: “just because you can, doesn’t mean you should.”

Krystal is also the founding member and chair of the Coalition for Media Decarbonization – an initiative which unites 20+ global advertisers, collectively representing $10B in ad spend, with the goal of accelerating the decarbonization of the world’s media supply chain.

She holds an MBA from Hofstra University, and an Advanced Diploma in Leadership in the Age of AI from Säid Business School, University of Oxford. Outside of work, she enjoys spending time with her french bulldog, Gus, who is fond of making surprise appearances in meetings.

Rich Astley heads up the product, engineering and data science teams at Choreograph. He brings over a decade of experience leading global product organizations and developing data and advertising technology from start-ups to scaled platform deployments.  

As CPO, Rich is responsible for building the high-level product vision and strategy for the Choreograph product roadmap. He is dedicated to fostering an inclusive, innovative product and engineering culture and is committed to ongoing learning and development for his teams.

Rich is passionate about building products. With over 15 years of experience working in WPP, he joins Choreograph after successful stints as CPO for both GroupM Nexus and Finecast, where he developed market-leading addressable television capabilities which have scaled to multiple markets around the world. Rich has also held leadership positions at video advertising technology company Videology and MEC (now Wavemaker), working in London, Seattle and New York City. 

Outside of work, you’ll likely find Rich running up and down hills, spending as much time as possible outdoors. He lives with his family in Surrey, UK.

Jason Harrison is Choreograph’s Chief Solutions Officer leading the delivery of the full product portfolio and managing key client relationships.

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.

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.

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.

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.

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

As Global Chief People Officer, Jen Klaus leads Choreograph’s talent function, with a focus on organizational effectiveness, DEI and learning & experience. As part of her role in driving the company’s global talent strategy, Jen is dedicated to 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 holding 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.

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.