Val Morgan has promoted Sabarish Chirakkal from the role of programmatic director to group director of programmatic.
Chirakkal first joined VMO as programmatic director in July 2022 and has driven sustained growth. This new role will see him bring a unified approach to strategy, trading and scaling of premium programmatic environments across outdoor, digital video, display, and audio, as well as providing advertisers more innovative and effective ways to reach audiences
Sabarish has launched a number of programmatic products, including Social Journeys, which enables brands to extend their social media campaigns across VMO’s network of retail, office, health and wellness, and petro and convenience locations.
It also allows brands to develop cross-platform partnerships with Val Morgan Digital publications including PS (POPSUGAR), BuzzFeed, Tasty, LADbible and SPORTbible, extending social campaigns from these titles into relevant environments within VMO’s network.
“We began the transition to a group-wide programmatic leadership framework last year, and it’s been a real game changer. The progress we’ve made across platforms, products and commercial frameworks means we’re making it easier for partners to work with us across the Val Morgan ecosystem, through outcome-led solutions that deliver on measurement, effectiveness and accountability,” Chirakkal said.
“Sabarish’s leadership has been instrumental in accelerating our programmatic growth, aligning strategy and execution across Val Morgan to scale premium solutions across VMO and Val Morgan Digital,” VMO’s MD Paul Butler added.
“Sabarish’s knowledge and extensive experience in developing programmatic solutions has been pivotal, especially as we continue strengthen our network of leading publishing brands and give advertisers even more ways to reach youth audiences,” Amanda Bardas, head of Val Morgan Digital said.
