Appear Appoints Simon Frost as CMO to Accelerate Global Expansion and Customer Engagement

Appear, which specializes in live production technology, announces the appointment of Simon Frost in a newly created role as Chief Marketing Officer (CMO). This is a significant milestone for Appear as it continues to invest in growth, following strong financial performance and its successful IPO in Nov. 2025.

Frost joins Appear with more than two decades of experience in the media technology sector, having held senior leadership roles at Amazon Web Services (AWS), Ericsson, and TANDBERG Television. Most recently at AWS, Frost played a pivotal role in driving the adoption of cloud-based media workflows across EMEA, working closely with broadcasters, service providers, and industry partners as they tested and adopted cloud-first approaches.

The appointment reflects Appear's continued investment in its leadership team and its ambition to further strengthen its market presence, while maintaining a clear commitment to customer-led innovation.

We are delighted to welcome Simon to Appear's executive team, says Thomas Bostr m J rgensen, CEO at Appear. Simon brings an exceptional combination of strategic insight, deep industry expertise and an unwavering focus on customers. His background at AWS and Ericsson will be invaluable as we continue to evolve our portfolio and expand our international footprint, while staying true to the values that have driven Appear's success.

Strengthening Appear's Customer-First Vision

Frost's arrival is at a time when the media and entertainment industry is undergoing fundamental change, with operators balancing the proven reliability of hardware-based workflows against an increasing adoption of cloud-native and hybrid architectures. At AWS, Frost worked extensively with media organizations to support this shift, helping them realize significant increases in operational agility while maintaining the resilience required for live production.

At Appear, he will apply this experience to shape how the company brings its hardware and software offering to market and enable customers to accelerate their innovation and drive efficiencies in live production.

Appear has earned an outstanding reputation as a trusted partner for the most demanding live production environments, says Frost. The leadership team and Board have a bold vision for Appear's opportunity, with customers at the centre of every decision. The opportunity to join Appear at this pivotal time and leverage my delivery of hyper growth and customer obsession at AWS is an incredible opportunity.

A Strategic Appointment for the Next Phase

Frost's appointment reflects Appear's evolution as a publicly listed company as it strengthens its leadership structure to support the company's long-term growth. The company will continue to ensure that customer insight, gathered through initiatives, such as its Customer Councils, directly informs both its technology roadmap and its go-to-market strategy.

Frost adds, Having worked across multiple industries at AWS, the media and entertainment industry is one of the most collaborative, innovative and experiential - engaging lives at all ages and willing to adopt new technologies to further that engagement. I'm deeply grateful for the opportunity to work with the industry every day and build upon the successes that Appear has driven so far.

LINK:	https://www.sportsvideo.org/2026/02/06/appear-appoints-simon-frost-as-...
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