Paramount continues to staff up its executive suite under CEO David Ellison.

The media and entertainment company said Thursday that it is bringing on Jay Askinasi to become the companys chief revenue officer, effective Nov. 3.

Askinasi joins Paramount from Roku, where he led that platforms ad sales business, and before that was CEO of Publicis Media Exchange U.S.

In his new role he will lead Paramounts ad sales team, while partnering closely with product teams, leveraging data-driven insights, cultivating ecosystem partnerships, and driving the shift toward a unified advertising platform, the company says. His hiring suggests that the company will take a more tech-forward approach to advertising and revenue generation, continuing with the strategy that Ellison has sought to project as he remakes Paramount.

John Halley, Paramounts head of advertising, remains in that role.

We are thrilled to welcome Jay to Paramount as our new Chief Revenue Officer. He brings a unique and highly relevant mix of experience across ad tech, platforms, data, agencies, and startups all grounded in a deep understanding of the media and converged video landscape, says Paramount president Jeff Shell in a statement. Jay is widely respected for transforming underutilized assets and driving modern, digital-first commercial strategies. His leadership will be key as we accelerate growth and innovation across our business.

This is a pivotal moment of transformation for the industry, and Paramount is clearly positioning itself at the forefront of that change, Askinasi adds. Im excited to help shape a next-generation digital monetization engine one that can stand alongside the biggest tech platforms while preserving the creative excellence and cultural influence that define Paramounts iconic content.