Massive Interactive, a London-based UX vendor for the OTT video industry, has tapped former Verizon and NBCUniversal executive Chip Canter as global chief revenue officer, as the company aims to grow its U.S. operations.

Based out of Massive’s New York office, Canter will head up the vendor’s global sales, business development and marketing growth initiatives, and be involved in Massive’s focus on expanding in the U.S. market.

Prior to joining Massive, Canter was general manager of Verizon’s Digital Entertainment business. Before that he spent more than a decade at NBCUniversal holding a number of executive positions, including SVP of product and business development for NBCU’s Digital Distribution group.

“Few people understand our market landscape and technology environment like Chip does,” said Massive CEO Ron Downey in a statement. “He has dealt with the pressures faced by OTT businesses and has first-hand experience working with global media companies. Chip joins us at a time of great growth and change and there’s no doubt he will prove to be a valuable asset in helping Massive double down on its recent success.”

“The changing media landscape has shown how more targeted personalization and a platform to drive real time UX changes to drive engagement, customer acquisition, revenue growth and multiple business models, and churn reduction is necessary for making an OTT platform a success, and it’s a challenge that’s going to become all the more difficult in the future,” Canter noted. “I’m pleased to be a part of Massive’s journey in working to address that.”

In addition to its New York office and London HQ, Massive also has operations in Sydney and Prague.

The company said it has acquired “several” new tier-one broadcaster and telco customers over the past 24 months, with a particular focus on expanding in the U.S. and Asia during 2018.

Massive counts AT&T, BBC, Sky, Foxtel, Bell Media, Sony Pictures Television, Deutsche Telekom, Telstra and Freeview among its customers.