Kenna Hilburn Appointed as the New Incoming Head of Products at Avid
Avid Announces New Chief Product Officer and Launches Avid Content Core Data Platform
In a significant move, Avid has appointed Kenna Hilburn as its new Chief Product Officer, effective from October 1, 2025. Hilburn takes over from Tim Claman, who is leaving the company.
Hilburn brings a wealth of experience to her new role, having spent over 17 years in the digital media and marketing Software-as-a-Service (SaaS) industries. Before joining Avid, she was the senior vice president of product at the company.
One of Hilburn's most notable achievements was working on the first shoppable videos for social media, well before Instagram. This experience will undoubtedly prove valuable as she leads the product management teams at Avid.
The new Chief Product Officer will be tasked with ensuring a unified, strategic approach to product development. This is particularly important as Avid launches its latest offering, the Avid Content Core Data Platform.
The Avid Content Core Data Platform is a groundbreaking development in the media industry. It is a data mesh architecture that embraces a diversity of data formats, aiming to synthesize data from various sources to provide unique insights for broadcasters and customers.
The platform is designed to bring together disparate silos of content into one managed data set. It ties audio and video assets together in a centrally managed platform for production through metadata. This will help customers understand the value of their content marketing and the efficiency of their teams.
Avid's Content Core Data Platform is different from traditional Media Asset Management (MAM) systems, which are often big, monolithic libraries of content with fixed schemas and rigid data models. The new platform is more flexible and adaptable, better suited to the evolving needs of the media industry.
A significant portion of Avid's business comes from individual audio creators, who tend to buy directly from the company's web store. The platform is expected to offer these creators valuable insights into the performance of their content marketing and the efficiency of their teams.
The Avid Content Core Data Platform also leverages AI to bring data-driven insights into view for customers. This will help broadcasters understand the changing viewer consumption habits and transition to a more digital model.
Hilburn believes that broadcasters are focusing more on this transition due to changes in viewer consumption habits. She has already demonstrated her ability to adapt to these changes, having worked with companies like Petco and Marigold before transitioning to the vendor side.
With her extensive experience in digital media and marketing SaaS industries, Kenna Hilburn is well-equipped to lead Avid into a new era of product development. The launch of the Avid Content Core Data Platform marks an exciting time for the company and the media industry as a whole.
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