Marketing technology provider Betegy has appointed TV and brand expert Phil McIntyre to its senior team as executive VP for North American sales.

The announcement comes as the company seeks to bolster its standing across the US gaming and broadcast industries after receiving a multi-million euro cash injection from venture capital firm Yolo Investments in September.

Based at the company’s newly established New York City office, McIntyre will be responsible for expanding the company’s relationships with the US and Canadian entertainment sectors.

McIntyre’s appointment will further complement the company’s European growth, which has seen Betegy sign content deals with some of Europe’s biggest broadcasters and operators, including Entain, Parimatch and Tipico.

Prior to Betegy, McIntyre held executive positions as senior VP and business development consultant at media group Nexstar Digital and has also served as senior VP and business development consultant at media consultancy SmithGeiger.

He has managed campaigns for many of the world’s most recognised brands in media, sports, entertainment, consumer products, and luxury goods – including CBS, Univision, Sony Entertainment, Sinclair, CNN, Bloomberg Television, Comcast, ESPN, Starwood Capital and Hearst.

Betegy CEO Alex Kornilov: “[McIntyre] brings nearly three decades of sales, branding and entrepreneurial experience, and an unparalleled network of contacts throughout the US media business.”

Commenting on the appointment, Betegy CEO Alex Kornilov said: “Phil has been a consultant and great supporter for Betegy for a few years now, and we are thrilled to finally have him on board. He brings nearly three decades of sales, branding and entrepreneurial experience, and an unparalleled network of contacts throughout the US media business.”

He highlighted that McIntyre’s expertise helped companies leverage research and data for both brand development and visual optimisation across digital, mobile, social, multi-screen, ecommerce and even the world of VR.

“This is exactly what we are set to do at Betegy, and with serious plans to disrupt the future of sports and gaming, we’re fully confident that he’ll be able to help the largest global brands capitalise on our technology,” Kornilov said.

McIntyre added: “I’m extremely grateful for the opportunity and excited to join a strong team of innovators and complement it with everything I have to bring aboard.”

Established in 2012 in Warsaw, Poland, Betegy operates an automated content generation and production system that turns complex sports data into personalised digital and broadcasting graphics, as well as animations, banners, landing pages, widgets, and texts.