Vimeo

I worked at Vimeo from 2014 through 2017, where I was promoted to General Manager and Vice President of Entertainment.

As owner of one of Vimeo's primary business verticals, I led strategy, product management, engineering, curation, operations and marketing for Vimeo's viewing destinations on the web, TV and mobile, including Vimeo Originals, SVOD and Vimeo's open platform of free and VOD films, series and other videos. In this role I reported directly to the CEO of IAC (Vimeo's parent-company).

In my initial role at Vimeo, I managed the VOD marketing team, did business development, including launching the VOD Publisher Network affiliate program, and guided strategy and product related to VOD. I also did acquisitions, signing up distributor catalogs and prominent film releases. Managing a multi-million dollar budget, I established processes for effective film and series marketing campaigns using the latest digital targeting and out-of-home advertisements, and pioneered new approaches for effective influencer marketing. In addition to managing our buyer funnel and lifecycle, I oversaw our VOD seller lifecycle, working with content providers to maximize their marketing effectiveness and revenue.

High Maintenance

Some press cuttings:

Jun 8, 2017
“Vimeo has long celebrated and welcome stories from voices too often under-celebrated around the world and we’re excited to partner with the Sembene Across Africa in what will hopefully be the largest community screening in history," Peter Gerard, Vimeo’s GM, Entertainment Group, says in a press release. “By releasing the film for free on Vimeo, we can bring this powerful local African narrative about one of the continent’s earliest filmmakers to audiences around the world."’…
Oct 11, 2016
Stay positive. Though there are more movies available than ever and audiences are opting for subscription services like Netflix rather than shelling out money for theatrical or traditional VOD, ultimately, “people are happy to pay for something they really want to watch,” said Gerard, VP of content distribution at Vimeo.…
Oct 5, 2016
Danny DeVito has Oscar hopes for his new short film. He also has Vimeo hopes for it. His 16-minute movie, “Curmudgeons,” appears as the video platform’s debut pick for a new showcase that highlights films with weekly premieres and selects best-of-the-month and best-of-the-year videos.…
Oct 5, 2016
Vimeo has announced it is extending its flagship Staff Pick channel into a year-long online film festival and has added new laurels honoring films selected as Best of the Month and Year, plus weekly premieres.…
Aug, 2016
This year’s mentors include editor Mary Lampson (HARLAN COUNTY, USA), director Michael Palmieri (OFF LABEL), Pulitzer Prize-winning video journalist Ben C. Solomon (New York Times), Peter Gerard (Vimeo) and Dominic Musacchio (VICE)…
May 23, 2016
The most exciting part of the day was the deft presentation on Vimeo On Demand by Peter Gerard. I’ll admit I wasn’t all that familiar with this “DIY iTunes” aspect of Vimeo, but with their recent acquisition of VHX there’s a possibility they’ll grow into a definitive distribution option for independent filmmakers. For one thing, they offer what Peter called an “epic” 90-10 split of revenues. He also shared his “12 Step Program” on how to succeed on Vimeo, which included a lot of great advice:…
Nov 30, 2015
Vimeo has become the global distribution platform of choice for Singaporean filmmaker Tan Pin Pin. Three of her documentaries, “To Singapore, With Love”, “Singapore GaGa” and “Invisible City” are available on the U.S.-based platform, but the first one is not available in Singapore. It is banned in its home country due to its politically-sensitive content.…
Nov 29, 2015
Peter Gerard's 12-Step Programme for Vimeo Success ... Vimeo is a great distribution platform but you need to have a destination for your fans…
Nov 2, 2015
Last week, Sundance Institute’s Artist Services program joined with Festival Internacional de Cine en Morelia (FICM) to host an international workshop designed to give emerging independent filmmakers and producers a chance to interact and learn from industry experts in creative funding, digital distribution and marketing of their work. As part of the day’s slate, Vimeo Director of VOD Peter Gerard was on hand to share insights from his world in a presentation on marketing direct to fans with Vimeo in order to drive an audience to discover an artist’s work.…
Oct 15, 2015
High-caliber industryites from converging content sectors descending upon Rome include Peter Gerard, Vimeo’s Director of Audience Development and Content Operations; Sabine Chemaly, TF1 International’s international sales topper; Sarah Doole FremantleMedia’s Director of Global Drama…
Sep 1, 2015
A Vimeo study offers details into the online purchasing habits of consumers. Vimeo has commissioned a new study on the online video landscape and the findings are not wholly unexpected…
Nov 13, 2014
Vimeo’s director of audience development and content operations, Peter Gerard, and Vuguru’s CEO, Larry Tanz, have provided VideoInk, the most reputable publication for news about the online video industry, with some #videoprotips for emerging talent and distribution online.…
Jul 22, 2014
Strategic Partners, a presentation of the Atlantic Film Festival, will host a visionary line-up of speakers including keynote addresses presented by Tornasol Films Producer Mariela Besuievsky and Vimeo Director of Audience Development and Content Operations, Peter Gerard, as part of the event taking place September 11 – 14 in Halifax.…
Jun 9, 2014
Distrify founder Peter Gerard joins the online video arm of IAC, which is moving into original programming creation. Peter Gerard, founder and former CEO of Distrify, a video-on-demand service and online social cinema marketing banner with offices in the U.S. and U.K., has left the company to join Vimeo, the online video arm of Barry Diller's IAC.…

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