Juice Mobile has hired Rebecca Shropshire to fill a new role as its Canadian VP of sales.

Shropshire, who started at the company yesterday, most recently worked as director of digital commercial innovation at CBC/Radio-Canada, working on the launch of real time ad exchange CPAX. Prior to joining the CBC in the summer of 2013, Shropshire held the title of VP of digital communications at UM, where she worked on the launch of Cadreon, IPG Mediabrands’ trading desk.

At Juice Mobile Shropshire will be responsible for overseeing the company’s Canadian sales team and executing its trading desk strategy. She will report directly to Neil Sweeney, president and CEO of Juice Mobile and will work alongside the recently hired US VP of sales Jake Denny.

Shropshire says the move is the right opportunity at the right time for her, adding “there is something exciting about working for a Canadian ad tech company that has enjoyed such substantial growth.”

“We are at an exciting time in the mobile space where almost 50% of time is spent on mobile devices, yet ad spend hasn’t caught up,” she says. “We have a lot of discussion on that in the industry and it will be key in the future to have experts that can build out the advertising side of the mobile space.”

Sweeney says Shropshire’s experience on both sides of the negotiating table, along with her role in launching both CPAX and Cadreon, made her an ideal fit for his team.