Press Release

FreeWheel Taps Award-Winning Ad Tech Executive Sarah Foss to Lead Strategic Initiatives for its “Advertisers” Division

December 18, 2018

Foss is spearheading the strategic growth and direction of the company globally by driving new business and innovation, fostering new industry partnerships and cultivating talent.

NEW YORK – FreeWheel, a Comcast Company, today announced it appointed Sarah Foss as senior vice president, strategic initiatives for FreeWheel Advertisers, a division of the company that provides a global media buying and selling platform serving over 1,200 advertising agencies globally.

In this newly created role, Foss is responsible for spearheading the growth and scale of FreeWheel Advertisers domestically and globally, as well as partnering with senior leadership to drive the organization’s strategic direction. She will also collaborate with company leaders to accelerate new business; manage holding company deals; optimize product management and operations; and recruit, retain and cultivate talent. Foss reports to FreeWheel Advertisers General Manager Joy Baer and is based in New York City.

“Sarah is a highly versatile, strategic and collaborative leader with deep knowledge of the buy and sell sides of the industry and incredible cross-platform expertise,” Baer said. “We are very much impressed by how she has led and inspired teams at various profitable organizations throughout the course of her career. We are excited to have her onboard to help power FreeWheel Advertisers and expand its global marketplace as we continually transform the way media is purchased, placed and tracked.”

With more than 25 years of experience in media technology, Foss has an impressive record of helping companies build global competitive advantage through innovative product development, marketing and strategic sales, and operational models across start-up, small and large businesses.

Previously, she was general manager, ad tech for Imagine Communications, a market leader in advertising optimization and video infrastructure. Foss oversaw client experience, product management, research and development, sales and service and led the turnaround of its product portfolio through product vision, extensive sales engagements and operational improvement.

Before Imagine Communications, Foss served as president, advertising division for YANGAROO, Inc. where she developed and led its strategic and operational plan for the division through innovative sales, client services and a partner program.

Foss also held senior leadership roles at Encompass Digital Media, Lift Technologies, VCI Solutions and Harris Corporation.

She is the immediate past chair of the Alliance for Women in Media and an honoree of several industry awards. They include the Woman of the Year Finalist for three years for the International Association of Broadcast Manufacturers; the Individual Leadership Award from the TV of Tomorrow Awards for Leadership in Interactive and Multiplatform Television and Woman of the Year Award, Advertising, Marketing and Public Relations for the American Business Association.

About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We power the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers.

With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit, and follow us on Twitter and LinkedIn.

About FreeWheel Advertisers
FreeWheel Advertisers, a subset of FreeWheel, A Comcast Company, connects marketers, buyers, and sellers by transforming the way media is purchased, placed, and tracked. As the system of choice for over 1,200 agencies in the United States and Europe, FreeWheel Advertisers provides media technology that enables organizations to lead rather than react to industry developments. By transforming the way advertisements are placed and tracked, FreeWheel Advertisers adds a new level of transparency to campaigns that is necessary in the ever-evolving media world. For more information, visit

Media Contact:
Meredith Fitzgerald, 610-350-3348