Roku has named Patrick Harris as SVP of Global Media Revenue, installing a seasoned digital ad operator at the center of its platform growth strategy. Harris joins from Snap Inc., where he served as President, Americas, and previously spent 12 years at Meta, including as VP of Global Channels. Earlier in his career, he spent five years at Microsoft working on search advertising revenue for Bing. He will be based in New York, starting March 9, and report to Roku Media President Charlie Collier.
The hire fills the opening created when Jay Askinasi left the company last fall for Paramount Global, where he now serves as chief revenue officer. Harris will oversee the full scope of Roku’s global advertising revenue growth and performance efforts, along with media innovation, and will work closely with leadership across advertising, product, engineering, marketing, and measurement to further integrate monetization strategy across the platform.
This move comes as Roku’s platform business, which is primarily driven by advertising, shows renewed momentum. The company recently posted better than expected fourth quarter earnings and issued an optimistic financial outlook for 2026. That context matters. Roku is not simply replacing an executive. It is reinforcing its advertising leadership at a time when performance expectations in CTV are rising, and marketers are scrutinizing outcomes more closely than ever.
From my perspective, the strategic signal is clear. Harris brings experience from scaled, performance-oriented digital platforms that have trained marketers to expect measurable, lower funnel results. At Snap, he led sales and agency relationships across the Americas. At Meta, he helped manage global channels and ecosystem development. Those roles required fluency in brand performance, attribution, and platform integration at a global scale. Roku wants to translate its OS level data advantage and distribution footprint into similar performance credibility within television advertising.
Collier has emphasized measurable brand performance and lower funnel outcomes as central to Roku’s positioning. Harris has framed Roku as uniquely capable of making television a truly accountable, performance-driven platform. If Roku intends to define the next phase of CTV advertising, the company needs leadership that understands how to align revenue, product, data, and measurement into a cohesive performance story. This appointment suggests Roku believes it is entering that phase now.
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