Joel Hassell - CEO

Joel has over 30 years of experience in technology companies with 17 years of experience in the telecommunications and cable television industries. Throughout his career Joel has worked with several of the major set-top box manufacturers worldwide in software development, integration, network engineering and deployment of set-tops and network systems including PACE, Thomson, Philips, Motorola, and Scientific-Atlanta. Prior to being appointed CEO of Canoe in February, 2012, Joel served as Canoe’s CTO. Before joining Canoe, Joel was the founder and CTO of DigiForge, LLC, a digital television development and professional services firm which was acquired by Rovi Corporation in June, 2011. Prior to DigiForge, Joel was the Senior Vice President and General Manager of OpenTV’s Americas Division where he led several major satellite, cable and telco deployments, including Emmy award-winning technology projects.

Ed Knudson – Chief Revenue Officer

Ed is responsible for the company’s P&L, sales and marketing and product strategy.  He has over 37 years of business development, sales and marketing, general management, and product management experience, 23 of which have been in the cable television and telecommunications industries. Prior to joining Canoe, Ed was the EVP of Sales and Marketing at Digimarc Corporation (NASDAQ: DMRC) in Beaverton, Oregon.  He was also the President and CEO of DigiForge, LLC, a professional engineering firm that was acquired by Rovi Corporation (now TiVo) in 2011.  Ed spent 5 years at OpenTV (now Nagra-Kudelski) where he was SVP and general manager of the company’s Advanced Advertising business unit.  Ed cut his teeth in television in 1994 as the general manager of TV Guide Interactive, the first interactive program guide for digital cable television.  Ed is a named inventor on 87 U.S. patents in the fields of digital television, imaging, and asset management.

Tom Huber – Chief Operating Officer and General Counsel

Tom is an achievement driven leader with proven experience guiding organizations to greater levels of profitability. He is an inspired entrepreneur with proven ability to achieve operational excellence by focusing on a resultant management approach and developing effective relationships at all levels. He has significant global experience in complex systems integration and testing, cable and satellite entertainment operations, advanced advertising solutions and holds various video engineering patents through his work at Intellocity, ACTV, OpenTV, DigiForge and Canoe Ventures. Tom opened the Canoe office in Denver in 2008.  Prior to his television career, Tom was an information architect and in-house counsel for Koch Industries, Inc. and owned his own law firm.

Sid Gregory – Chief Technology Officer

Sid brings more than 35 years of experience in the cable and satellite industry with a major focus on emerging technology development. He has significant experience in the creation and deployment of digital television, set top engineering and advanced advertising solutions including interactive television products, stewardship systems and analytic reporting through his work at companies including TCI, AT&T Broadband, ACVT, OpenTV and Canoe Ventures.

Chris Pizzurro - SVP, Global Sales & Marketing

Chris has over 33 years of experience in national media strategy, marketing, and implementation, with a focus on traditional TV and digital media advertising. Prior to Canoe, he was a Principal at Leap Media Group, an advertising consultancy specializing in advanced TV advertising. Before Leap, Pizzurro spent 13 years at Turner Broadcasting advertising sales. He has received an Emmy® Award nomination, a Webby® Award nomination, as well as being a CableFAX Innovation Award recipient, an iTVt Leadership Award beneficiary, and a TVOT All-Star Award winner. He also is a Board Advisor to both the eSports Ad Bureau and VuPulse.
Follow on Twitter @chrispizzurro

Bill Brewster – VP, Ad Operations & Analytics

Bill is responsible for integrating our client's business processes with our system to maximize the potential of their ad inventory. He has built a world class operations team that helps our clients and provides service assurance across the ecosystem. Bill spent 6 years as a cable operator in various roles, and then 8 years building a back office integration and OSS company. He has considerable experience designing, selling, and integrating back office systems that have substantially changed the business operations of his clients.


Our team can pull a plane! They bring the same dedication and teamwork to everything they do at Canoe!


Our engineering team develops cutting edge technology that integrates with the larger cable infrastructure. They build tools for campaign management, ad targeting and decisioning, footprint monitoring, and reporting.

Systems Integration & Testing

The SI&T team is responsible for testing DAI software both from a functional perspective and performs lab-to-lab integration testing with other entities in the VOD footprint.  They work closely with MVPD technical teams as well as other integration partners to ensure that advertising instructions are carried throughout the VOD ecosystem.


The performance testing team is responsible for replicating scale to make sure that all impacted aspects of the DAI software work under VODs high volume of processing.


Our operations team keeps the DAI trains running and makes sure every piece of the system is working at top speed and efficiency.


The team helps set up campaigns, advises on targeting, investigates performance, recommends strategies for problem resolution, and coordinates between programmers, technology partners and agencies.


Operations engineers provide both standard and custom reporting on a daily basis.  Each programmer is assigned their own reporting contact so that the programmer’s needs are understood and championed by someone they know.


Our Service Assurance team provides 24/7 monitoring to ensure ads are delivered as expected.  They monitor the ecosystem and produce reports on system health, ad asset availability, ad decisioning, and metadata.  The team obtained TAG certification in 2016, which is an industry recognized stamp of excellence in service assurance.


Canoe’s award-winning implementation of HPE (Hewlett Packard Enterprise) with Zayo was planned and executed by our infrastructure team.  The team has experience with the best-of-breed technologies and has extensive security and enterprise infrastructure expertise.

Administration and HR

Canoe has a success driven culture and that is largely in part of our administrative team.  From best-in-class hiring standards to management training to company activities, the administration and HR keep the hard-working employees of Canoe happy and caffeinated!