Meet the VP international

Charlie Johnson, VP international at Digital Envoy, tells TVBEurope how early experience in sales was the perfect grounding for a role in media and entertainment

By Matthew Corrigan

Published: February 12, 2025 Updated: February 13, 2025

Charlie Johnson, VP international at Digital Envoy, tells TVBEurope how early experience in sales was the perfect grounding for a role in media and entertainment

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Talk us through an average day in your role. Ah, my typical day - it's like a high-speed juggling act across time zones handling international business, so my brain is basically a ping pong ball bouncing between continents and challenges.

The day kicks off early with our APAC customers and teams. It's a bit like trying to solve a Rubik's Cube while drinking my first coffee - lots of moving parts, and you have to think fast. By the evening, I'm deep into calls with our US team, handling the good ol' mothership .

Charlie Johnson, VP international at Digital Envoy On any given day, I could be chatting with customers in adtech-think DSPs, SSPs, and everything in between. Then I'll pivot to a streaming client, who's keen to chat about DRM and content protection, as though I have a PhD in digital security. Then I'll catch up with my commercial and CS teams to hear what's happening on the ground, before wrapping up the day with a chat with HQ about strategic initiatives and customer feedback.

So, yes, my day's full of moving parts and mental gymnastics. But at the end of it, I'm juggling everything from adtech to streaming to identity, and doing my best to keep everything ticking along smoothly - all while making sure I haven't forgotten what time zone I'm in.

How did you get started in the media industry? I got my start in the media industry back in 2003 when I landed a job in London with Debrett's - yes, that Debrett's. I was tasked with selling classified ads to people who were spending £15,000 on bespoke rocking horses. The only thing more terrifying than the £15,000 horses was the thought of not hitting my sales targets, because if I didn't sell, I didn't eat.

So, there I was, making cold calls to the well-heeled of London, trying to convince them that their £15,000 custom-made rocking horse needed a classy classified ad in Debrett's to truly make it feel royal. And let's be honest, when you're living on £16,000 a year and your sales pitch involves convincing people to part with £15,000 for a wooden toy, you quickly learn to get very creative.

What training did you have before entering the industry? I didn't need formal training -I learned by doing, throwing myself into the deep end like a business-savvy toddler at a buffet. Sure, I've got a degree in business management, but the only thing it taught me was the art of networking.

But the real training came courtesy of my dad. At the tender age of seven, he sent me off to the car boot sale, where I learned how to haggle for a vintage doll's house and flog a box of old magazines to the highest bidder. Forget formal education - this was hands-on, no-nonsense salesmanship. He'd stand there, proud as punch, watching his little entrepreneur turn 50p into £5 and develop the commercial instincts that would one day rule the media industry. By the time I was 8, he knew it was clear: I was destined for a career where I could convince people to part with their hard-earned cash, whether it was for a used toaster or, later on, classified ads for bespoke rocking horses.

Why do you enjoy working in the industry? How can anyone not love working in this industry? It's constantly changing - every day, all day, like a never-ending rollercoaster with the occasional data breach just to spice things up. And let's be real, who doesn't love a good, chaotic, adrenaline-fuelled ride?

But the real magic? The people. Seriously, how many other jobs can you say you get to work with some of the smartest, coolest, and most fun people out there, all trying (and mostly succeeding) to make the industry better?

And the best part? I'm constantly learning. Whether it's from someone who knows how to build a programmatic strategy or from the person who explains, for the fifth time, exactly how cookies work (spoiler: I'm still not sure). It's all part of the fun - and I wouldn't change it for the world.

What piece of advice would you offer someone looking to explore a similar role to yours? If you're even thinking about jumping into the chaos that is the media industry, do it. First piece of advice: be a sponge. Not the one that sits there hoping the world comes to you, but the one that soaks up everything - the good, the bad, and the what on earth are they talking about moments. The secret is to ask the question no one else is asking. 99% of the time, you're not the only one thinking it - everyone else is just too afraid to ask.

Give back what you get. You'll learn a ton, but then pass it on. Find mentors, steal their knowledge (ethically, of course), and when you're ready, become a mentor yourself. And let's not forget the real key to success in media: get a passport. You'll find yourself in cities you've never heard of and negotiating with a wide range of people.

This is a career that'll keep you on your toes - so don't just dip your toes in, dive right in. But, most importantly, buckle up, because it's going to be one heck of a ride.

LINK:	https://www.tvbeurope.com/business/people/meet-the-vp-international...
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