Channel Factory makes key hires

YouTube ‘global brand suitability platform’ Channel Factory has made what it says are two key hires within its EMEA leadership team to support its commercial strategy and increased investment in the region. 

Igor Treutiger

Igor Treutiger has been named as partnerships and trading director, EMEA. Based in Stockholm, he will be heading up a new role focused on building and developing the partnership strategy around YouTube, Meta and TikTok across EMEA.

He has over 21 years of agency experience, most recently as trading and partnerships director for Sweden and the Nordics at GroupM, and previously held trading director roles in broadcast, TV and digital media at Mediacom and IPG.

Wouter Aalberse has been named in a new role as director of direct client, EMEA. Based in Amsterdam, he will be spearheading Channel Factory’s partnerships with brands throughout EMEA that have the in-house capabilities to utilise Channel Factory’s product and services directly and/or would benefit from a centrally managed partnership.

Prior to joining, he served as global client partner at Meta (Facebook, Instagram and Whatsapp), commercial director at Unga, and sales director at eBay and Microsoft.

Wouter Aalberse

Both will both report into Mattias Spetz, president, EMEA & APAC. “Channel Factory’s EMEA business continues to see tremendous growth – and these two leadership hires are just the tip of the iceberg of 33% year-on-year employee growth we’ve had in the region. Looking ahead to 2023, Igor and Wouter’s pedigree working with brand and agency activations against TV, online video and CTV will help Channel Factory’s brand and agency partners optimise their spend intelligently and effectively,” said Spetz

“The media buying landscape is in constant evolution – the creation of these two new roles are at the core of a broader strategic initiative to provide brands and agencies the tools and expertise across multiple platforms to navigate a new era of advertising with the products and services they require.”

Treutiger said: “My career has mirrored the ever-evolving industry, and continues to do so with Channel Factory – a company at the frontier of dynamic media experiences for content creators, brands, and of course audiences. With over 20 years in TV, broadcast and more recently digital, I look forward to helping with harmonising commercial models as the media ecosystem shifts from TV and broadcast to CTV and online video – and importantly, understanding the essence of this from our agency partners.”

Aalberse said: “I’m thrilled to be joining Channel Factory and hope to be able to share knowledge around processes and challenges that brands encounter, to further strengthen our partnerships.”