Digital audio advertising exchange DAX has hired Ryan Ladisa as VP of sales to lead its Canadian outpost.

Ladisa will be responsible for overseeing the day-to-day operations of the company’s Canadian business, managing all DAX sales initiatives for the region in the newly-created role. He’s mandated to help advertisers increase their reach and engage new audiences via podcasts, online audio and streaming, according to Jon Hales, chief growth officer of DAX North America.

Ladisa joins DAX from Media.Monks, where he was SVP of growth for North America and drove digital transformations for clients across a variety of industries. Previously, he was VP Canada at AI company GumGum, and managing director for Canada at Videology.

DAX is owned by the U.K.-headquartered media and entertainment group Global. Its network reaches 110 million listeners worldwide and counts NPR and The Investor’s Podcast among its network in Canada.