Monday, October 20th

10:00 AM - 11:15 AM

Track II: Poolside Tent I

The Power of YouTube: Unlocking the Power of Programming, Premium Content and Advertising
Christopher Gebhardt, Executive Vice President, Participant Media/Tag

Paul Snow, West Coast Entertainment Partnerships, YouTube

T.J. Marchetti, CMO, AwesomenessTV

Matthew Patrick, Director of Media Strategy, Jammer

Adam Goldstein, Director of Business Development, ZEFR

Larke Paul, Senior Director, Creator Program & Partnerships, DEFY Media

Jay Baage, Executive Director, Ayzenberg Group, Moderator

York offices, where he served as VP, Client Services Director before being promoted to SVP, Executive Director of Emerging Technology and Innovation. From 1996 to 1999, he  served as a brand manager at Pepsi Cola, after relocating to New York from Southern General Manager for the auto insurance company, The General. He began his business career in 1989 as a consultant to Coopers and Lybrand in Cleveland. He has an MBA from Kellogg Graduate School of Management.


Paul Snow, West Coast Entertainment Partnerships, YouTube: Paul Snow and his team represent video content at Google, focusing on entertainment partners across each of the company's business lines, including ad support content, funded channels, paid subscriptions and transactional opportunities. Based in Beverly Hills, he works with studios, production companies and creators in the western United States. Before joining YouTube, Paul worked in management consulting with Booz & Company. In addition, he holds a MBA from Dartmouth College's Tuck School of Business and lives along with his wife and four children in Los Angeles.


T.J. Marchetti is the Chief Marketing Officer of AwesomenessTV, a leading multi-platform media company serving the global teen/tween audience, which is responsible for one of the most subscribed to teen destinations on YouTube. AwesomenessTV was acquired by DreamWorks Animation in May 2013 and is now a wholly owned subsidiary that continues to operate independently. Marchetti joined in March 2014. T.J. Marchetti has crafted and executed strategic roadmaps to develop massive online communities, eCommerce initiatives, and rich content experiences for Fortune 100 companies, digital brand pioneers, and early stage start-ups.  As the CMO of AwesomenessTV Network, T.J. oversees strategic media planning and audience development engaging more than 90 million subscribers as well as the brand's aggressive expansion into new markets.  During his tenure as SVP of Digital Marketing for The Walt Disney Studios, T.J delivered award-winning campaigns ranging from the number one animated movie of all time "Frozen" to Pixar's Oscar-winning "Brave" to 2012's box office champion "The Avengers."   Prior to his position with Disney, T.J. guided the social media strategies for MTV Network's programming, and development of Viacom's social, mobile and second screen platforms. As Vice President of eHarmony's Singles Service, T.J. founded the product development and lifecycle marketing teams. Previously, T.J. launched a word-of-mouth marketing campaign at GeoCities while managing production, editorial, customer service, QA and design. His efforts contributed to GeoCities' eventual sale to Yahoo! for $5 billion.  T.J. made the leap from national print media to website production with the launch of AOL/Digital City. He holds a bachelor's degree in communications from Boston University.


Larke Paul, Senior Director, Creator Program and Partnerships, DEFY Media:  Larke oversees DEFY Media’s YouTube talent management, partnerships and “Creators Program” that provides content partners with personalized strategic services and resources to leverage DEFY Media’s in-house expertise in brand building, multi-platform distribution, ancillary revenue opportunities, and cross promotion.  Larke is originally from Ohio and attended Ohio University and The George Washington University. She resides in Los Angeles.



Jay Baage, Executive Director, Ayzenberg Group, one of the largest independent full-service ad agencies on the U.S. West Coast. Previously, he was President of VDM; Content Strategist and GM, North America, Spoon Publishing; VP of Content and Business Development for Digital Media Wire and Head of Business Development in North America for Posh Media Group. Jay has also held several journalist positions at major news organizations back in his native country of Sweden.   He has been awarded Streamy and Webby Awards as well as Swedish Newspaper Publishers’ Association Scholarships for his professional achievements. He has also been awarded fellowships from the Wallenberg Foundation, Investor AB and the Sweden-America Foundation for his academic work.  Jay sits on the Advisory Boards for Mindshare LA, The Nike Foundation, Innovate Pasadena, New Filmmakers LA and is also a judge for the New Filmmakers LA Best Films of the Year Awards in the Feature Documentary and Short Documentary categories.  He is a popular speaker at top international media industry events such as the LA Film Festival, NAB, Game Developers Conference and Canadian Music Week.  Jay has been a contributing author to three books about digital media and is currently trying to find the time to write his first own one about the future of work.  Ha has a Masters Degree in Media, Entertainment and Technology Management from the Gallatin School at New York University and a Bachelors Degree in Business Administration from the School of Business and Commercial Law at the University of Gothenburg in Sweden.


Christopher Gebhardt joined Participant Media in September 2008 to lead the start up of Participant’s digital division, the hub of which is   Participant’s digital and social media footprint has grown to one of the largest cause-oriented communities online.   Chris took on a new assignment in 2013 to develop and launch Participant/TAG, a new division offering cause marketing services and consulting to brands and foundations. Prior to joining Participant, Gebhardt ran his own start-up media firms, beginning in 2003 with Integrated Entertainment Partners, a branded content consultancy that was later acquired by The Firm, where he handled such clients as Toyota and Motorola. Two years later, he launched 2 Degrees, an early stage venture and marketing consultancy and Brand Artifact, an emerging media, technology, brand and marketing strategy consultancy, with clients such as Ogilvy & Mather, Gap, Cisco, Mattel, Conservation International, LeBron James, Live Earth, and Voce.

From 1999 to 2003, Gebhardt was based at Oglivy North America’s flagship New