Barry Diller's Vimeo Names Director of Audience Development, Content Operations

Peter Gerard Still 2014

Peter Gerard Still 2014

Distrify founder Peter Gerard joins the online video arm of IAC, which is moving into original programming creation.

LONDON -- 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.

The U.S. executive, who has overseen Distrify's L.A. office and lived in Edinburgh until last year, will serve as director of audience development and content operations and will be tasked with driving the distribution and sales of Vimeo on-demand titles.

Vimeo recently crossed the mark of 170 million global viewers and made its first foray into original programming with High Maintenance, created by casting director Katja Blichfeld (30 Rock), actor Ben Sinclair (The Big C) and Regarding Entertainment manager Russell Gregory.

Gerard's hire is billed as testament to Vimeo's growing original content ambitions. He will be based in New York City.

Vimeo general manager, audience networks Greg Clayman said: "Peter brings years of VOD experience to Vimeo from his time at Distrify, where he built and launched the Distrify embeddable player, and we are thrilled to have him on our team."

Gerard said, "Vimeo is best poised to make a real long-term difference for independent filmmakers."

He described Vimeo as being "consistently innovated for the benefit of the independent film community" and said, "I look forward to helping filmmakers build their careers. The Vimeo team has the experience and drive necessary to build a sustainable marketplace for independent films."