Impax Media has announced that Lesley Conway is joining the Montreal-based OOH startup as its EVP and general manager.

Conway comes to the company from Bell Media, where she worked for over two years as SVP of sales, until its recent restructuring. She joined Bell Media’s team from Astral OOH, where she was in the same position until the company was acquired in 2013.

Impax Media sells Digital Media Gates, a retractable lane gate with 1080p digital screens that work as both a security system and advertising network targeting retail shoppers. Cashiers lower and close the gate as the lanes open and close.

The gates are equipped with facial recognition technology to anonymously measure how many people are looking at the ads, using data cue points to measure the number of men and women that are seeing the ads.

The company currently has screens installed in 12 IGA and Metro locations in Quebec, with Alberta slated for its next expansion as 22 Calgary Co-Op’s are being fitted with gates.

Content on the screens is a combination of advertising and news from the Canadian Press.

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Conway will be based in Toronto in the new role, and will be focused on growing the Ontario business for the company. She tells MiC her initial focus for Ontario will be on retail development in the market and hiring sales people.

“I’m a builder, I love to build things,” says Conway on why the opportunity with Impax was a good fit. “From my previous experience I loved working in OOH and digital, and this allows me to bring those two together. The OOH space has been challenged in its measurement systems, and this company really takes that forward.”