By Stuart Thomson

Comcast Advertising, the pay TV and media giant’s advertising arm, has named Pooja Midha to the new position of chief growth officer.

Midha will oversee global marketing across Comcast Advertising, Effectv and FreeWheel, as well as Effectv’s newly launched sales development function.

She and her team will build awareness for each of the advertising tech companies’ value and growth for local, regional and national market opportunities. In addition, she will oversee and expand Comcast Advertising’s brand offerings, with the goal of enhancing products and solutions for the changing video marketplace.

These changes include the shift to audience-based advertising, the growth of multi-screen content consumption, and an increasing emphasis on data and campaign effectiveness, according to Comcast Advertising.

Midha has over 20 years of experience in the media and advertising sector. Most recently, she served as president of advertising technology company true[X]. Prior to joining true[X], she was senior vice president, digital ad sales and operations for the ABC Television Network.

Midha will report to Comcast Advertising president Marcien Jenckes.

“Pooja has been a great partner and leader in the advanced advertising space for many years. Now that she has joined our team, we are beyond excited that she will channel her exceptional skills and vision to help us drive growth during this time of true transformation. Her ability to sort through complexity, synthesize technology and drive marketing innovation is unmatched in the industry and will be invaluable to both our company and our clients,” said Jenckes.

“I’m thrilled to join the Comcast family at such an exciting time for the company and the industry. The work that Comcast Advertising is doing across Effectv and FreeWheel to more effectively connect brands with their audiences and drive measurable results is industry-leading and inspiring.  look forward to helping to propel this work and the company to the next level,” said Midha.