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Firework appoints Shivam Srivastava as the Programmatic Lead for South East Asia, India and EMEA

The short video platform now powers global teams, appoints former Viber, Tencent, Sify executives in key markets

Silicon Valley based short video platform Firework has roped in former CEO of LCCIG and Director of Viber, Peter Lee as the Firework CEO for Japan. In addition, Marco Nadotti and Cindy Novak have been appointed as the Managing Director for EMEA and Head of Firework for Latin America respectively.

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Former Alibaba and Tencent Head of Engineering Rick Zhuang has also been roped in to lead the Firework Engineering team. Gurgaon based Shivam Srivastava was also appointed as the Programmatic Lead for South East Asia, India and EMEA.

Firework’s global expansion and their growth in the short video brand solution space have triggered the need to strengthen regional capacities.


Nadotti comes with two decades of experience, working in the industry across pay TV, online, IPTV/cable and mobile with brands like ESPN, Babelgum, blinkx, Bauer Media and more recently SVP, Content for Vubiquity. Nadotti also worked and partnered with several Hollywood studios, mini-majors, music labels, standalone OTT services and local content providers in licensing and distributing their content in multiple countries/regions, across all windows (EST, TVOD, linear, SVOD, AVOD, FVOD).

Head of Firework in Latin America, Novak co-founded Wild Technologies in Brazil and later moved to the US heading publisher development for Terra Network’s EZ Target Media division, a part of Telefonica Group.

Zhuang, on the other hand, headed Engineering for Tencent and Alibaba where he led product development for TMall platform.

The Indian team was joined by Srivastava as their programmatic lead overseeing South East Asia, EMEA and India. Srivastava had a global role for business development for Chocolate platform and Head of Strategic Sales at Sify before joining Firework.

Deborah Vue, Global Head of Business and People Operation at Firework Headquarters in Redwood City, California, said, “We are delighted to have Peter, Marco, Cindy, Rick and Shivam to lead the regional teams. The team comes from diverse backgrounds and experiences which brings multiple perspectives in our growth story. With this team onboard, we have built the framework for our vision to take shape and materialize over the next couple of quarters and I am really looking forward to this.”

With more than 20 years of experience with multi-national and start-ups, Lee has created new business units in large MNCs throughout Asia Pacific. With a proven track record of creating high performing marketing, sales and operations teams throughout the Asia region, Peter will have a significant role in leading market growth. Peter was also a key founding team member of DAZN, an all-sports OTT service in Japan.

Commenting on his appointment, Lee said “It is exciting to be a part of a team that will spearhead regional and subsequently global growth of Firework as a platform. Firework is clearly building a platform that is progressive and harnesses key principles that embodies the next phase of internet. I am delighted to be a part of this team that will be an integral part of this shift that the world will see.”

Firework’s progress in the short video space on the open web have been rapid with their commitment to innovation and radical approach to offer business solutions for publisher partners. Firework has emerged as the largest short video operator on the open web, that is poised to transform social media, empower creators and create a shift in the way internet operates.

This dream team will be the building blocks that will lead this empowering journey for publishers, creators, brands to derive optimal value from the unrestrictive nature of the open web.

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