Postmedia has announced two new appointments, both of whom were formerly in senior positions at Pelmorex Media.

Paula Festas has taken over as SVP, digital and key accounts, and Tony Patel is the new VP, monetization and programmatic trading. Festas will report to Andrew MacLeod, EVP and CCO, Postmedia. Patel will report to Festas.

“A recognized thought leader in the digital advertising industry, Paula brings tremendous energy and demonstrated skills for developing revolutionary solutions to unique sales market strategies,” noted MacLeod in a press release.

Festas’ new role will encompass setting Postmedia’s digital monetization strategy, as well as heading the company’s digital monetization through programmatic trading, digital ad ops and analytics. In addition, she will be in charge of key accounts,  focused on our relationships with Postmedia’s agency partners and clients.

Festas has extensive sales experience. In her most recent position at Pelmorex, Festas was SVP, global advertising. Prior to that she was ED, sales at Yahoo Canada. She sits on the board of the Interactive Advertising Bureau (IAB).

Patel was VP, monetization and analytics at Pelmorex Media, where he was successful in using first-party audience data to access cross-platform audiences.

The new hires will start at Postmedia in July.