Parry is a global ad tech leader with extensive experience of working with fast-scaling companies. Serving most recently as managing director for FreeWheel Advertisers, he oversaw global product strategy for digital and TV, with a focus on global agency sales and partnerships. Before this, he worked as managing director at Adazzle, where he scaled the business before leading the sale to Comcast and its subsequent integration into Strata. Parry brings with him a unique background in demand, along with strong relationships in the digital TV space.

Parry’s appointment follows Smart’s recent acquisition of DynAdmic, demonstrating the company's ongoing investment and commitment in providing the tools and solutions needed to bridge the gap between media buyers and sellers, in a fair and transparent way.

“As Smart continues to scale its demand offering, Parry will be instrumental in driving partnerships with key advertising companies across North America and Europe”, says Arnaud Creput, CEO of Smart. “His industry relationships will strengthen our presence in strategic markets and sectors, and his role will solidify the foundations of our robust demand organisation.”

Based in London, UK, Parry joins Smart’s executive committee and will report directly to Arnaud Creput, CEO of Smart.