WideOrbit Revamps Its C-Suite


WideOrbit, known for its broadcast TV and radio inventory and revenue workflow management products, has initiated a round of executive promotions designed to “better align with, and better serve” its clients.

This sees its President and EVP/Sales stepping down from a role he’s held for 20 years.

Bruce Roberts will remain with WideOrbit, however, as a “mentor to WideOrbit managers,” and as an advisor to WideOrbit founder and CEO Eric Mathewson.

Roberts will also maintain his role as “a significant shareholder of WideOrbit.”

The departure results in Tim Swift adding the role of President to his Chief Operating Officer duties. He’ll continue to focus on improving operational efficiency and “ensuring WideOrbit continues to provide customers with best-in-class support and service,” the company said.

Swift joined WideOrbit in 2018 as VP Integrations after serving as a Controller at KSL-TV in Salt Lake City and as Director of Business Analytics at owner Bonneville International.

Concurrently, Toni Coonce will take on the role of Executive Vice President of Sales for WideOrbit. Coonce joined WideOrbit in 2006 as a TV Account Executive, and later served in the roles of Director of Sales/TV and Vice President of Sales/TV.

Other promotions at WideOrbit see Dave Aston as SVP/National Sales; Rick Dorn as VP/Local Sales; and SVP Don Durand shifting to WideOrbit’s Product division while continuing to consult on International Sales.

Furthermore, Senior Director Megan Tobin has been promoted to Chief Marketing Officer, as Jeff Greenfield has been hired to serve as SVP/Buy Side. He’s the founder and COO of C3 Metrics.

“Bruce’s contribution to both WideOrbit management and revenue growth has been immense,” Mathewson said. “There is no doubt that without Bruce’s sales expertise, charisma, and patience, WideOrbit would not be nearly as successful an organization. Thankfully, we have a talented and deep bench of managers at WideOrbit, and we congratulate those taking on new roles to help WideOrbit clients as we continue to focus on providing our clients world-class software and support.”