SVP and CPO Hires for Guideline

Advertising data and planning tech company Guideline has grown its senior leadership team with the appointments of Steve Silvers as Chief Product Officer, Michael Laxineta as SVP, North American Data, and Vivian Herron as SVP of Sales, North America Brands and Agencies.

Guideline was formed through the acquisitions of Standard Media Index, SQAD and Lumina. The firm recently launched an AI Agent, powered by proprietary data covering more than $170 billion in verified annual ad spending, and added fully customizable dashboards to it last month. It has also recently opened a new business unit devoted to rapid and robust decision support, the Data Insights Service.

Silvers (pictured above) brings nearly 30 years of experience, most recently as a data tech advisor at the Winterberry Group. Earlier he was EVP of Global Creative, Media and Ecosystem at Kantar, steering the Media Effectiveness and Creative Testing practices; and he worked at Transunion (formerly Neustar), overseeing the Identity, Audience, Credit Informed Marketing, and Clean Room division.

Laxineta (pictured middle) worked recently as Head of Global Sales for Nexis Solutions, a division of LexisNexis, with responsibility for SaaS and data renewals, new business development, and strategic alliances. Earlier in his career he spent ten years at Cision, latterly as Head of Global Insights; and he worked in senior roles at Tribune Company's national advertising division and at PR Newswire.

Herron (pictured below) has more than two decades of experience across media, software and data solutions; ad agency media planning and buying. This includes senior leadership and sales roles at Relo Metrics, VideoAmp, Amobee, BrightRoll and Yahoo. In her new role she will work to expand adoption of Guideline's media plan management (MPM) software, as well as its advertising market data and insights.

CEO Vincent Mifsud comments: 'We're excited to add these industry veterans to our senior leadership team, helping us continue building momentum following our recent product launches and identify new innovative ways to further solidify Guideline's market position in 2026.'

Web site: www.guideline.ai .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.