Meet the… VP international accounts
Avi Yampolsky, VP of international accounts at Operative, tells TVBEurope about the importance of fresh thinking around legacy practices in driving progress
Talk us through an average day in your role
Working with a global team, I usually start the day by catching up on today’s burning items from our customers and internal teams in EMEA and APAC. The rest of the morning is mostly dedicated to scheduled working sessions with colleagues and customers. I prioritise time around mid-day to catch up on industry news to keep up with the rapidly evolving media landscape. My afternoons focus on business development activities—identifying new opportunities, nurturing client relationships, and driving internal initiatives that support our international growth strategy.
How did you get started in the media industry?
Twenty-three years ago, I relocated to Toronto with a strong software development background but zero media industry experience. I accepted a one-year contract as a product manager to implement an integrated broadcast management solution for a major Canadian broadcaster. I was first exposed to the vocabulary of traditional linear TV operations – it was like learning a foreign language. That initial exposure led to a role with another broadcast management software provider, and I spent the next 13 years working with broadcasters globally. Just when I felt I had mastered the domain, the company I worked expanded into digital ad-sales, and I found myself learning an entirely new vocabulary and a new set of business challenges. It’s been a career-long education in an industry that never stops evolving.
What training did you have before entering the industry?
I hold a Master’s degree in Information Systems Engineering and spent seven years developing enterprise HR management software solutions. Interestingly, those HR systems shared many structural similarities with the broadcast management systems that were being developed 25 years ago—complex workflow management, resource allocation, and business process automation.
Why do you enjoy working in the industry?
I love the fast-paced evolution and the innovative people I work with daily. To put this in perspective: in 2005, we replaced 30-year-old green-screen systems and modernised operations that relied on D-2 tapes being flown daily from LA to New York. The transformation over the past 20 years has been remarkable and the pace of change continues to accelerate with AI, programmatic advertising, and new viewing platforms.
What piece of advice would you offer someone looking to explore a role similar to yours?
Just because something has been done in a certain way for years, doesn’t mean it shouldn’t change. Ask “why” at every opportunity and challenge assumptions that don’t make logical sense. The media industry has many legacy practices that may have made sense historically but could benefit from fresh thinking. Embrace failure as a learning tool—fail fast, learn quickly, and iterate. Most importantly, develop genuine curiosity about both the technology and the business sides of the industry.