Digital OOH company Media City has brought on Amanda Newell as its new senior director of sales.

Sylvio Deluca, CEO of Media City, told MiC the desire to bring on someone more senior in the sales department came following the recent acquisition of Hi There Media, a smaller Ontario-based digital media company. Media  City has also started building some of its own digital assets.

Newell will lead the company’s sales team as it focuses on growth in Ontario, with a secondary focus on Alberta.

Deluca said that with competition from the big OOH players like Bell Media’s Astral Out of Home (which recently expanded following the acquisition of Cieslok Media), it will help to market Media City as a company that serves niche regions, rather than focusing solely on major markets like Toronto and Calgary.

It was Astral’s acquisition of Cieslok that gave Deluca a signal to up Media City’s game. “We knew the [OOH] market was hot and we knew there was a growth opportunity,” he said. “We got aggressive in terms of financing. We have a goal to add another 24 screens in the coming year, and 20 to 24 two years from now.”

Newell formerly worked as national sales director with Our Homes Media Group and has previously served in management roles at CBC Media Solutions Group, Toronto Star and Rogers Media.