Automated ad operations company Sortable has made a major hire, naming Ryan Fuss as its first chief revenue officer, overseeing sales and revenue.

Fuss moves to the Waterloo, Ont.-based company from Vice Canada, where he worked for just over a year building the Vice Media brand as CRO there. In a note to Vice Canada staff, president Ryan Archibald said that Fuss has made an “incredible impact during his short time” at the media company. “He helped bring in millions in new business, mentored new talent and launched new verticals like Vice Money.”

Christopher Reid, founder and CEO, Sortable, said Fuss joins the team at a time when the company is aiming to scale up from its roots as a “bootstrap startup.” In just over two years, Sortable has grown from four employees to 60. The company was listed at #8 on the Deloitte Fast 50 list of the fastest growing tech companies and #14 on the Profit 500 in 2016.

“We need the institutional knowledge that he has on how to grow a company,” said Reid. “We want to marry our scrappy tech approach with his pedigree in doing that on a larger scale.”

Sortable uses machine learning to drive ad impressions for publishers, and acts as an intermediary between publishers, brands and the ad networks.

“Online publishing is increasingly a technology problem,” said Reid. “Publishers are squeezed for resources and building out dev teams isn’t something that publishers would do. At a very broad level our goal is to provide technology solutions to publishers.”

Reid said Sortable’s expansion will only move faster this year, with plans to add another 60 staff in 2017 and begin working with larger publishers and trading desks. Currently, the company works mainly with smaller publishers.

Fuss’ last day at Vice Canada will be Jan. 27.