Horizon Media Holdings has appointed Bhavana Smith as Chief Operating Officer to lead AI transformation across its global operations. Horizon Media Holdings announced Bhavana Smith as its new Chief Operating Officer. The company created this role to accelerate AI transformation. Moreover, the move highlights its shift from a traditional media agency to a growth partner.
Smith brings strong industry experience from Accenture, Publicis Groupe, and Mediacom. Therefore, her appointment signals a strategic change in how Horizon delivers value. The company will now focus more on performance, transparency, and measurable client outcomes. The company is building a performance-driven model powered by artificial intelligence. In addition, it is introducing transparent systems and an open partner ecosystem. This model links compensation directly to client success.
“The traditional agency model was built for agency revenue, not client outcomes,” said Bob Lord, president of Horizon Media Holdings and CEO, Horizon Global. “That distinction is no longer sustainable. While many are applying new technologies to optimize legacy systems, we are taking a fundamentally different approach. We are replacing them, rebuilding our operating model from first principles, and aligning incentives to business performance. Bhavana brings a rare ability to build bridges across the agency and industry, and alongside this leadership cohort, ensures we move with speed and conviction.”
Smith will oversee enterprise-wide operational transformation. She will align capabilities across media, commerce, creative, influencer, and technology teams. Furthermore, she will focus on performance management, workforce evolution, and workflow automation.
“As the connection between marketing activity and financial performance becomes more visible, agencies are being held to a higher standard of precision and accountability,” said Smith. “This creates an opportunity to more closely align how we work with the outcomes clients value.”
Horizon Accelerates AI Transformation with HorizonOS
Horizon is advancing its AI transformation through HorizonOS. This open operating system integrates internal tools with external partners. As a result, it delivers data-driven and client-focused solutions. The system includes Blu, Horizon’s AI-native ecosystem. It powers marketing orchestration and media management. Additionally, it enhances transparency and improves measurable outcomes. The company is also reshaping its go-to-market strategy. It now focuses on revenue growth, market share, and customer acquisition. Therefore, Horizon aligns its success directly with client performance.
Alongside Smith’s appointment, Horizon promoted key leaders into expanded roles. These leaders will support the company’s transformation strategy. Cherie Hankin Calingasan now leads Horizon Next. She focuses on brand growth and operational efficiency. Meanwhile, Katie Comerford drives data strategy and client transformation initiatives. Similarly, Katy Ferguson leads business growth and strategy for Horizon Media East. Together, this leadership team will integrate technology, data, and expertise. Consequently, they aim to deliver stronger client partnerships and measurable business results.
“The organizations that lead will be those willing to reconsider how value is created and captured,” said Smith. “That requires new operating models, new ways of working, and a sustained commitment to outcomes.”
Horizon continues to benefit from its independent structure. This allows faster decision-making and greater flexibility. Therefore, the company can innovate without traditional constraints.
“Independence gives us the ability to act with precision and intent,” Lord said. “We are designing entirely new operating models focused on transparency, leveraging an open ecosystem of partners, and linking compensation directly to performance. As early adopters of AI, Bhavana, Cherie, Katy and Katie are leading this transformation, ensuring Horizon delivers measurable results and acts with speed and accountability on behalf of clients.”
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Source: PRNewswire
