PUSH LIVE, a live entertainment technology company, has announced the hiring of Lauren Mellman as Global Commercial Director. Mellman joins from The Smalls, a global video production agency where she was Head of Commercial and Strategy. Prior to her position with The Smalls, Mellman has held roles at Adobe, as EMEA Strategy Lead and The Guardian, where she worked in Alan Rusbridger’s Digital First agency, Guardian Labs, engaging with clients on digital editorial partnerships.
In her new role, Mellman will be responsible for expanding the company’s client and partner roster, working with them to realise the full potential of live in the digital space, from audience and brand building to fully integrated and customised monetisation opportunities. Lauren has a history of launching companies into new markets and regions and expanding into new industries, experience that will help accelerate PUSH LIVE’s growth in the UK, Asia and US.
“Live is the most powerful new vehicle for building digitally engaged audiences, you only have to look to the gaming industry to see this. The pandemic has accelerated change, across the industry, but the full potential of live streaming is still underutilised,” said Mellman.
“When I was introduced to PUSH LIVE, I was struck by their innovative technology and mindset which is not only set to dominate the live marketplace but will redefine what live means to multiple industries and their audiences. PUSH LIVE is already working with some of the best-known rights owners, rights holders, sponsors and artists across sports, entertainment and gaming. By bringing leading technology, audience insights and creative services under one roof, we offer clients a full service centred around maximising the potential of live on a client-by-client basis.”
As the Head of Commercial and Strategy at The Smalls, Ms Mellman was responsible for setting the company’s international strategy and commercial goals, leading and working with all teams and regions to deliver against them, as well as managing stakeholders. She also drove substantial business growth, helping to secure relationships with many high-profile clients including WPP, Deliveroo, Vodafone, Pepsi, Netflix, Facebook and Google.
Phil Tucker, PUSH LIVE said, “We are thrilled that Lauren is joining the PUSH LIVE team. Her understanding of the emerging marketplace for live products will be invaluable when building a new ecosystem around live and building long term relationships with clients. With more and more companies looking to leverage the power of live, we are poised to rapidly deliver our live streaming services to brands around the globe.”