The Fishbowl: Carl Huber-D’Cruze, Disney
The Fishbowl
The Media Leader’s interview series asks the media industry’s top salespeople 10 revealing questions, drawn from our fishbowl. The questions will be drawn at random and contain some tricky posers set by the commercial chiefs themselves.
This week: Carl Huber-D’Cruze, UK sales director at Disney.
Huber-D’Cruze has worked at Disney for 13 years. He became EMEA programmatic and digital strategy director at the Disney brand in 2019 and, following a stint as EMEA associate sales director, was promoted to his current role in November 2021.
Before the main Disney brand, he spent almost eight years in a variety of roles at Disney-owned sports network ESPN, most recently as associate director, programmatic sales, EMEA.
Huber-D’Cruze’s media owner-side experience also includes ITV, where he was sales group head.
Why are you passionate about media?
Media is such an exciting industry to be working in because it’s dynamic and ever-changing, particularly as the connected TV (CTV) landscape continues to evolve.
I’m also a huge fan of great content and am energised by conversations around what people may be currently watching and how they watch. I count my lucky stars every day that I get to do this for work.
What is coming up in conversations with clients?
Measurement is a topic which regularly comes up in all my conversations. Particularly in the CTV space, there is a growing demand for a unified currency that encompasses both linear and digital offerings such as subscription VOD, advertising-supported VOD and free ad-supported TV.
What would you want the title of your biography to be?
Inside Out. Not just because I’m a fan of the Pixar film. A biography is about not holding back on sharing your experiences, vulnerability and what has made you who you are today. I think this title captures that perfectly.
What is one non-work-related goal that you would like to achieve in the next five years?
I am always trying to push myself and a major goal of mine is to complete some sort of physical challenge, either a marathon or a triathlon.
Also, I have three kids and, as they get older, I’m keen to start exploring the world with them and introduce them to new cultures and cuisines.
Has selling media become easier or harder?
I started at ITV almost 20 years ago when Facebook was in its infancy and we’d just launched ITV4. Since then, the way audiences consume entertainment has evolved significantly.
But the plethora of devices, targeting options and availability of data mean the opportunities for advertisers and agencies are far greater.
If people are thinking about getting into the top jobs in sales, what advice would you give?
The UK media industry is small and very interconnected, so be kind to people and be mindful of the relationships you build as paths will cross throughout your career.
The media landscape is also evolving constantly, so understand that what you do today could be very different tomorrow. Having an open mind and willingness to adapt is essential.
Peer question: What has been your biggest or most insightful mistake and what did you learn from it?
Early in my career at conferences and events, I’d usually make a beeline for people I already knew or felt comfortable connecting with. With confidence and experience, I’ve come to learn that these events are an opportunity to make new connections and learn and listen to people from different areas of our industry.
I now challenge myself to step away from my comfort zone and be more present and open to new connections.
Question from James Cornish, senior vice-president of international sales, Vevo
Peer question: Who would you say had the most influence in your media sales career? And why?
Alan Fagan, my first sales director at ESPN. He took a chance on me, bringing me over from ITV to run the ESPN TV team and introduced me to the world of Disney.
I am also grateful to Jehan Shah. When the ESPN UK TV business shifted to BT Sport back in 2013/14, Jehan introduced me to the world of programmatic, a tonne of acronyms, data and a steep learning curve.
This period of my career helped shape my understanding and awareness of automation, identity and targeting capabilities and, as my career has come full circle (back to working with AV teams and selling TV/CTV), this has certainly been beneficial.
Question from Jean-Philippe Amos, managing director EMEA and global brand partnerships, Mediabridge
Peer question: What is the most fun you’ve had doing this job?
I’ve been working at Disney for 13 years in various roles but I can honestly say that the last 12 to 18 months have been the most fun I’ve ever had.
From launching the Disney+ ad-supported tier in the UK, reconnecting with agency contacts from my ITV days, hosting clients at key events and, on top of that, getting to talk about all the incredible quality content Disney has to offer — it’s been a whirlwind. And I’m excited for what 2025 has to bring.
Question from David Wilcox, commercial director, News UK Broadcasting
Read more Fishbowl interviews here and see what media’s top salespeople say about working in the industry and what concerns their clients. To suggest an interviewee, contact [email protected].