OneScreen.ai, the leading technology platform modernizing the out-of-home (OOH) advertising industry, has announced the appointment of Pat Griffin as Chief Revenue Officer (CRO). Griffin, a seasoned leader with a decade of experience scaling high-growth platforms, will oversee OneScreen.ai’s revenue operations and spearhead its next phase of market expansion.
Griffin joins OneScreen.ai after a successful tenure as CRO at Torc, an AI-powered talent marketplaceacquired by Randstad Digital in May 2024. His background includes serving as a key executive at Catalant Technologies, where he scaled enterprise sales to reach 30% of the Fortune 500. A Harvard Business School alumnus, Griffin also brings a foundational background in private equity from his time at Bain & Company.
Rebranding “Traditional” as “Classic”
While many in the tech sector view OOH as a legacy or “traditional” channel, Griffin sees it as an essential, high-impact pillar of the modern marketing mix.
“I think ‘traditional’ has a bit of a negative connotation; I might say ‘classic,’” says Griffin. “There is still something unique about what you can do to tell a brand story with well-done creative in large format OOH. It gives you instant legitimacy and recognition with your audience that aids all of your other digital channels.”
Griffin notes that OOH is evolving rapidly, moving beyond billboards into targeted ABM campaigns, field marketing, and programmatic digital OOH (DOOH). “I really buy into the OneScreen vision of digital transformation in a fragmented market. It’s very reminiscent of the work I’ve done to upgrade other well-established, competitive industries.”
Solving the “Manual” Hurdle with AI
A core part of Griffin’s strategy is to leverage AI to remove the friction that has historically hindered OOH growth.
“Today, there is a ton of manual effort required to build a complex OOH campaign,” Griffin noted. “Since it is so hard to build plans and revise them, you make fewer revisions. As we can automate those manual tasks with AI, it will allow for more thinking and iteration from the marketers and media planners.”
A “Virtuous Cycle” of Leadership
Griffin’s leadership philosophy is rooted in the belief that product, sales, and marketing are not separate departments, but a single “virtuous cycle.” He views product and sales as two sides of the same coin, where both are laser-focused on customer needs.
“I’ve had success convincing sales teams to elicit real customer pain points in the sales cycle, because only then can we start building features that solve for that,” Griffin explained. “Once we do, the sales team has built their own competitive advantage.”
This focus on cross-functional harmony was cemented during his “hypergrowth” years at Catalant. “It showed how much of a difference sales excellence can make. By the time the marketing, product, and delivery functions harmonized, we were achieving leaps in performance I wouldn’t have believed possible just years prior.”
Building Trust Through Transparency
In a hybrid ad-tech market where trust is the primary currency, Griffin plans to lean into OneScreen’s reputation for responsiveness and transparency. By prioritizing customer success and high-touch communication, OneScreen aims to simplify a process where inventory availability is constantly in flux.
“We obsess over customer success and Net Promoter Score (NPS),” said Griffin. “Each group has a specific role to play in improving the customer experience. As sales, customer success, and product work together to delight clients, they naturally want to spend more of their brand dollars with us. Marketing then tells that story, driving trial with new customers curious about how OOH can be different.”
“Bringing in a leader of Pat’s caliber marks a significant milestone for OneScreen’s growth,” said Alex Ewing, CEO of OneScreen.ai. “Pat’s a proven winner, and his impressive track record of scaling in a way that creates value for customers will be invaluable on our mission to revolutionize the OOH industry.”
As OneScreen.ai continues to integrate offline data into the broader marketing stack, Griffin’s leadership will be central to helping brands treat OOH not as a siloed experiment, but as a high-ROI staple of their omnichannel strategy.
