Introducing Kenna Hilburn, the Freshly Appointed Chief Product Officer at Avid
In a significant move, Avid has announced the appointment of Kenna Hilburn as its new Chief Product Officer, effective from October 1, 2025. Hilburn brings over 17 years of experience in the digital media and marketing Software-as-a-Service (SaaS) industries to her new role.
Hilburn's career began as a TV producer and has since evolved to encompass digital video and commerce, as well as leading product and operational teams in the digital media and marketing SaaS sectors. Prior to joining Avid, she worked for a national lifestyle network and major retailers like Petco.
At Avid, Hilburn will lead the product management teams, ensuring a unified and strategic approach to product development. This comes at a time when Avid is pursuing new markets while maintaining focus on the enterprise market.
A Focus on Digital Transition
Hilburn believes that broadcasters are thinking about becoming digital media companies first and focusing on getting their stories to the right audiences on the right platform. She thinks she's arrived at an inflection point for the broadcast industry, where broadcasters are focusing more on the need to transition to a more digital model.
Avid's roadmaps are currently hyper-focused on solving challenges for individual creators and enterprise customers. On the video side, Avid's business primarily consists of larger enterprise customers like studios and broadcasters, but it also includes a significant portion from individual audio creators.
The Avid Content Core
To facilitate this digital transition, Avid has developed the Content Core Data Platform. This platform is designed to bring together disparate silos of content into one managed data set. Content Core is different from traditional Media Asset Management (MAM) systems, employing a data mesh architecture that embraces a diversity of data formats.
Content Core aims to have a unified view of disparate data and synthesize unique insights to drive customers' effectiveness. It also leverages AI to bring data-driven insights into view for customers from disparate sources. This technology is yet to be fully implemented in the media industry, but it is considered exciting due to its potential to accelerate the process with AI.
New Leadership at Avid
In addition to Hilburn's appointment, Avid has also welcomed Dominic Constandi as its new Chief Customer Officer and Tom Sharma as its new CTO. These appointments mark a new chapter for Avid as it continues to innovate and lead in the digital media and marketing industries.
With Hilburn at the helm of product development, Avid is poised to deliver solutions that meet the evolving needs of broadcasters and content creators in the digital age.
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