Chip Canter, the former GM of Verizon’s ad-based go90 service, has been named global chief revenue officer of Massive Interactive, a U.K.-based maker of user experience products.

Canter, also a former NBCUniversal exec, most recently was GM of Verizon’s Digital Entertainment business.

At Massive, he will lead the company’s global sales, business development and marketing growth strategy, and will play a major role in Massive’s U.S. expansion plans. Canter will be based out of Massive’s New York Office.

Massive’s customers include AT&T, BBC, SKY, Telecine, YouView, Foxtel, Channel 5 UK, Bell Media, Sony Pictures Television, DAZN, Deutsche Telekom, Telstra, and Freeview.

“Few people understand our market landscape and technology environment like Chip does. He has dealt with the pressures faced by OTT businesses and has first-hand experience working with global media companies,” Massive CEO Ron Downey said, in a statement. “Chip joins us at a time of great growth and change and there’s no doubt he will prove to be a valuable asset in helping Massive double down on its recent success.”