Adobe adds industry experts to double down on Media and Entertainment

Tv channels in background and remote control in hand.

Image Credit: Adobe Stock/ ronstik.

The best media and entertainment engagement happens in real-time — from promoting the right VIP festival package to the right fan, to suggesting the best streaming program for date night. Customers expect relevant experiences in the right moments, and at Adobe, we’re committed to helping our customers deliver those real-time experiences that connect, inspire, convert, support and retain their audiences. We’re excited to announce the expansion of our Media and Entertainment Digital Strategy team with the addition of Denise Colella and Sam Garfield.

Image of Denise Colella.

Image of Denise Colella.

In her new role as vice president, head of Digital Strategy Group — Media & Financial Services, Colella will shape strategy and messaging and partner closely with sales leaders to enable continued innovation and success across Adobe’s Media and Financial Services customer base.

“The marriage of media and data has always been a passion of mine,” said Colella. “I’ve been fortunate to work on many of the largest digital innovations to date, the advent of online ads and their personalization, the merging of online and offline data, creating trading environments for online advertising, and the optimization of consumer experiences across channels. I’m excited to bring all this experience to Adobe to help customers realize the true growth that our products and platforms can deliver.”

Colella joins Adobe with over 20 years of global experience in the advertising technology marketplace. Most recently she served as senior vice president, Advanced Advertising Products & Strategy at NBCUniversal, where she was responsible for the creation and execution of Audience Studio/AdSmart, the industry leading product suite for cross platform audience targeting. Prior to joining NBCUniversal, she served as chief executive officer of Maxifier, a top technology platform for digital advertising performance optimization.

Image of Sam Garfield.

Image of Sam Garfield.

In addition to Colella, Garfield joins Adobe as director, Industry Strategy for Media and Entertainment. Garfield will drive thought leadership in the PayTV, OTT and streaming space, and work with media companies on their digital transformation efforts.

Garfield brings more than 20 years of experience driving digital transformation, most recently as vice president, Data Intelligence for AARP Service’s data infrastructure and analytics service. Prior to that, Garfield spent sixteen years at Discovery Inc. focusing on financial systems, process improvement and data analytics as Vice President, Data Strategy and Advanced Audience Platforms.

“Data is at the center of enabling real-time experiences and Adobe Experience Platform (AEP) provides unmatched capabilities for brands to organize, connect, and activate data while maintaining the privacy and governance standards to build and maintain trust," said Garfield. "I’m excited to help lead Adobe’s Media and Entertainment strategy during this pivotal time when customer expectations have never been higher and our motivation to help brands meet and exceed those expectations is more than equal to the task."

Colella and Garfield’s appointments are part of Adobe’s ongoing global media and entertainment partnerships with organizations such as Major League Baseball and FC Bayern. Together they'll help transform the fan and customer experience and accelerate their rate of innovation in a constantly evolving industry.