Jeff Rosica Named Avid President; Tom Cordiner Promoted to SVP, Global Sales

Jeff Rosica has been named president of Avid, part of a number of management changes that also include Tom Cordiner’s promotion to SVP, global sales; Peter Ennis’s promotion to SVP, global services delivery and customer support; and Brian Agle’s appointment as SVP/CFO.

Jeff Rosica has been promoted to president of Avid, part of a number of management changes at the company.

“I’m excited to recognize Jeff’s significant contributions to our transformation strategy and the traction we’ve had on Avid Everywhere with this important promotion,” says Avid Chairman/CEO Louis Hernandez Jr. “As we look to complete the transformation and move to a growth mode, his deep domain knowledge, global industry relationships, and shared vision for the future of the media industry make him uniquely qualified for this role. I’m excited to see him shape our future more directly.”

Rosica will be responsible for day-to-day management of all customer-facing functions globally: sales, marketing, professional services, services delivery, and customer support. As a growth-oriented president focused on revenues and the overall go-to-market to optimize growth prospects for the company, he will also continue to serve in a strategic capacity as part of the senior executive team to help drive the company’s execution on the next phase of its business strategy. He will report directly to Hernandez.

Previously, Rosica served as SVP/chief sales and marketing officer. He joined Avid in early 2013 and is a well-known industry veteran with more than 30 years’ experience in broadcast, media, and entertainment.

“It’s been an honor to build on the company’s long heritage of technology innovation, strong brand, and impressive global customer base. Over the past three years, we’ve created the industry’s most open, extensible, and efficient platform specifically designed for media,” says Rosica. “With some of the industry’s best and most comprehensive tools across the workflow — combined with our flexible commercial, licensing, and deployment options — Avid is well-positioned to help our clients navigate the business opportunities and challenges facing our industry today.”

Cordiner will take responsibility for all commercial activities for the company, including managing the sales and presales teams located around the world. He joined Avid in 2012 and is an experienced international-technology-sales executive with extensive background in broadcast, media, and telecom. Prior to this new role, he was responsible for leading Avid’s EMEA sales organization, successfully driving growth across its major markets in the region. Before joining Avid in 2012, Cordiner was VP, sales and business development, at Technicolor, responsible for the international markets in the broadcast, media, and telecom sectors.

“As we exit the company’s transformation next year and enter the next phase of the company’s growth strategy, I’m looking forward to evolving our go-to-market plans, sales-organization structure, and commercial strategies to best address the opportunities we see in the market today,” says Cordiner. “Our efforts are sharply focused on helping our clients around the globe, from the largest global media companies to independent creative professionals, address both market opportunities and business challenges facing them today.”

Related to these announced executive changes is Ennis’s promotion. As SVP, global services delivery and customer support, he is responsible for managing the company’s professional services, services delivery, customer care, and training/education activities worldwide.

Ennis has more than 20 years’ senior-executive experience in the broadcast and media industry, with strong knowledge and skills in managing large technical and operational teams in highly complex, technical environments. Previously, he was responsible for leading Avid’s APAC business as VP, sales, Asia Pacific region. Before rejoining Avid in 2014, Ennis was executive director of technology and broadcasting at Al Jazeera Media Network in Qatar. Prior to that, he served as GM, technology, at Television New Zealand (TVNZ) and director, operations, technology, and digital, at TV3 Group in Ireland.

“Having been a customer myself for many years, I understand only too well the increasingly dynamic nature of our industry and the need for customer-centric delivery and support, as well as more-comprehensive professional and managed services. I will be laser-focused to ensure that we enable our valued customers to deliver compelling content and drive efficiency and value,” says Ennis. “I look forward to meeting our key clients around the world in order to better align our services offerings and customer-support activities to best meet their business needs.”

Adds Rosica, “I’m happy to promote two outstanding executives who have extensive industry expertise and whose experience is perfectly aligned with our long-term business strategy. Our shift to enterprise-wide cloud and on-premises data-center–type deployments for our larger media companies, along with our continuing strategy and success in cloud-enabled subscriptions for creative teams and individual media professionals, make this the perfect time to further strengthen our team.”

Reflecting the company’s talent-alignment initiative, these senior executives will continue to spend a significant amount of time in the field and will be based at locations that will optimize the company’s growth prospects and best support its global client base. Rosica is based at the company’s headquarters in Burlington (Boston), MA, but will also split his time between its Los Angeles and London locations. Cordiner is based in London but will split his time with the Boston headquarters. Ennis is based in the Asia-Pacific region but will also split his time between London and Boston.

“The promotion of these three executives is ideal to help the company through its next phase of growth,” says Hernandez. “Each of these individuals has unique knowledge and skills in strategically aligning with our clients, and all have the resident understanding of the tremendous pressures that large media enterprises, creative teams, and independent media professionals are faced with today.”

Rick Lowenstein, who has been SVP, global services, will be leaving the company to pursue his next career move.