Skift Live

Brad Soroca

VP, Marketing and Business Development, GM DTC


Brad Soroca is a customer-focused senior executive that inspires and leads people through innovation and transformation. He has operated across companies in media, technology, and e-commerce.

Brad is a left and right brain thinker, a data driven strategist that is also creative. He approaches business from the brand perspective, believing clear and unique strategy is vital in company decision-making, always with the goal of having defined purpose while maximizing revenue and profits. His special skill is leading cross-functional teams to take on complex business challenges and simplifying them to focus a company on its core purpose, creating clarity, and unlocking opportunity.

As Chief Commercial Officer for Deluxe, Brad transformed the 100+ year-old brand from a loose conglomeration of businesses to a unified set of services for the world’s largest entertainment and media companies. His duties covered all aspects of sales and marketing including product marketing and communications, as well as sales and account management. He led the launch of Deluxe One, the first cloud based SaaS platform with an open architecture in media and entertainment. Deluxe One won the 2018 Frost and Sullivan Innovation Excellence Award and 2019 NAB Product of the Year.

Prior to Deluxe, Brad spent five years as an entrepreneur in venture-backed startups, including eMusic, a mid-stage music subscription and e-commerce company, and Arazoo, a seed-stage startup focused on building a marketplace for architecture and design product knowledge which he created with two co-founders. In both instances, he led all aspects of the business including board management and fund raising as well as product development, marketing, and revenue.

Brad’s earlier work drove transformation and innovation for two of the best known brands in the world: NBC and ESPN. While at NBC he led the local media group digital transformation establishing the brand strategy that guided marketing, editorial, and partnership decisions for new websites, digital broadcast channels, and traditional local broadcast dayparts. At ESPN he was on the forefront of digital launching ESPN360, the first major OTT; marketing ESPN Insider, the premium content subscription service; launching the leading fantasy sports business in the world, and marketing ESPN’s foray into mobile, the MVP phone, a precursor to the leading mobile sports apps.

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