Longtime Viacom senior ad sales executive Peter Graseck has joined free-to-consumer streaming startup Tubi.

As VP of East Coast ad sales, he’ll work alongside Heather Strofs and Todd Segall, who also hold VP-level titles for the West Coast and Midwest regions, respectively.

Each of these sales execs reports Mark Rotblat, chief revenue officer for San Francisco-based Tubi.

Graseck spent 12 years at Viacom, where he worked in integrated marketing, client strategy, direct response and general market sales for networks including Comedy Central, Spike, CMT, and TV Land.

“We’re excited to bolster Tubi’s advertising sales leadership, as we rapidly expand and scale this year,” said Rotblat, in a statement. “Peter, Heather, and Todd are all talented executives with undeniable business acumen and integrity, and we look forward to leveraging their expertise during this pivotal growth period.”