NEW YORK: Vimeo has brought on Matt Anchin as head of communications, a role created weeks after Vimeo parent company IAC said it plans to spin off the video platform into an independent company by Q2.
In the newly created position, Anchin will report to Vimeo CMO Harris Beber in the company's New York City headquarters.
Before the launch, Anchin will build out Vimeo's communications team beyond himself and the junior staffer now running the operation. Anchin has not yet decided if he will hire an agency or keep communications in-house after Vimeo goes independent.
"The challenge here is to define what exactly is required and what our team structure will look like," Anchin said, adding that onboarding during the COVID-19 pandemic has not been easy. "We have to take into account how the spin-off will work, and what role strategic communications will play in what that first year of business will look like."
Vimeo once competed with YouTube as a consumer video hub, but it has shifted strategy in recent years to provide video tools for businesses.
Anchin will come to the role ready to use proprietary communications technology he developed to measure earned effectiveness of comms campaigns. He said he plans to update the technology to work with Vimeo's video-first business model.
"By the nature of the index, it has to be appropriate for the way that organization operates," he said. "But I absolutely want to go forward with using it at Vimeo because I'm starting from zero and have a baseline to start from."
Before joining Vimeo, Anchin was chief communications officer at Consumer Reports, where he led communications and brand management, reinforcing the nonprofit's brand reputation.
Anchin was SVP of global communications and content at Monster and SVP of global marketing and communications at Nielsen, where he spearheaded global communications efforts. He also held senior communications roles at American Express, IBM and Ruder Finn.
In November, Vimeo had 1.5 million paying subscribers and 3,500 enterprise clients. It reported year-over-year revenue growth of 44% in its most recent quarter.