Chief Operations and Technology Officer

Toni Petra is a global audience measurement Executive with over 30 years’ experience in operations, technology, strategy and enterprise transformation, most recently at Nielsen where she shaped a wide array of strategic initiatives including new market launches, new business unit strategies and big data integrations. 

Executive Managing Director, TGI UK&I & Western Europe, Kantar Media Intelligence and Nordics & Baltics

Executive Managing Director – CEE & APAC

Mesut joined Fifty5Blue in 2015 as Managing Director for Turkey, and was appointed CEO for Eastern Europe & Middle East before taking on his current role.  

He previously held a number of senior international management leadership positions and has served in a variety of sales, marketing and line management roles throughout his career. His international assignments have given him the opportunity to live and work in many different countries, managing businesses in a variety of industries and leading teams with diverse educational and cultural backgrounds, before finally settling back in his home country of Turkey.   

Mesut received his Bachelor’s degree in International Business and Management Information Systems from the W. Frank Barton School of Business at Wichita State University, and he has an MBA from the University of Kansas. 

Executive Managing Director UK&I & Europe

Lucy joined Fifty5Blue in June 2024, bringing a unique perspective and deep expertise in the TV and media industry.

Listed among the ‘top 50 women game-changers in TV’, Lucy has previously led research and insight teams at UK broadcasters Channel 4 and Sky Media, and has also served as a board member and active collaborator on TV joint industry committees Barb and TAM Ireland.

Most recently, she was one of the chief architects behind CFlight, the UK’s first unified TV advertising metric which reports live, time-shifted and on-demand commercial impacts and impressions across viewing platforms, and which has evolved into a joint-industry campaign-reporting service governed by Barb and overseen by buyers and sellers of advertising.

CEO – Americas & Spain

Antonio leads Fifty5Blue’s business interests across multiple continents spanning 16 different time zones. He leads a diverse team that helps thousands of media businesses deliver on their growth strategies. Using currency-grade data to maximise their inventory and leverage their media investments, clients employ Fifty5Blue’s audience measurement, consumer targeting data and advertising tracking solutions. 

Antonio is passionate about media and is much in demand as a conference speaker across the world. He joined Kantar in 2000 as an intern, progressing through the company to become Business Development Director for Latin America in 2008, and going on to lead corporate strategy as Chief Marketing Officer from 2012. He became Chief Operations Officer in 2014, leading the subsequent Kantar buyout and the successful integration of IBOPE and Kantar Media, creating Kantar IBOPE Media.

Chief Strategy Officer, Chief Marketing Officer and Managing Director – North America

Nicole Gileadi joined Fifty5Blue in May 2024 after serving as Global Product Lead for cross-media measurement and industry advocacy at Google.

Driving the platform’s strategic planning for cross-media measurement investments and steering commercial product strategy, Nicole also spearheaded Google’s involvement in advertiser-led cross-media measurement initiatives, including those launched by ISBA (UK), the ANA (USA) and the WFA.

Nicole Gileadi holds a degree in Political Science from McGill University.

Chief Financial Officer

Rainer joined Fifty5Blue in September 2025 as Chief Financial Officer. Before joining Fifty5Blue, he held CFO roles at Superstruct Entertainment and CSM Sport & Entertainment, where he spearheaded a comprehensive transformation programme that delivered significant operational and finance function improvements. 

Rainer also brings experience in investment banking at Deutsche Bank and consulting at Roland Berger. He holds a degree in Business Administration from Leipzig Graduate School of Management (HHL).

Chief Legal & People Officer

Rachel leads Fifty5Blues’s Global Legal Team. She joined Kantar in 2019 as Deputy General Counsel and brings a wealth of experience as a lawyer qualified in both England & Wales and New York.

After obtaining her degree in European Law at the University of Warwick, Rachel began her career in the UK as a corporate lawyer at Gowling WLG and then held in-house roles at Alliance Medical, Carlsberg, AB Volvo. After relocating to the US, she was an attorney at Reed Smith LLP prior to joining Kantar. 

Rachel possesses a strong commercial focus and commitment to the highest standards of governance with extensive experience handling complex multi-jurisdictional matters. Rachel’s remit covers all aspect of legal support to the Fifty5Blue business together with the company secretariat function. 

Rachel is passionate about fostering a culture of collaboration, development and innovation. She has also played a significant role in Kantar’s Inclusion & Diversity efforts, participating in their global I&D Steering Committee and as chair of Women@Kantar in North America. 

President

Zuber joined Fifty5Blue in January 2024 as Chief Product and Business Officer and President of TechEdge. Most recently, he served as Deputy Chief Business Officer at Sky Group responsible for driving Sky Media’s advertising revenues across Europe and managing and expanding Sky’s relationships with its content and distribution partners.

Prior to Sky where he spent over 11-years, Zuber started his career with PwC and holds a degree in Mathematics from Queens’ College, University of Cambridge.

Global Chief Executive Officer

Patrick is the Global Chief Executive of Fifty5Blue, a global leader in audience measurement, targeting, analytics and advertising intelligence services. He leads a team of over 4,000 colleagues worldwide, helping businesses build long-term value by unlocking audiences and driving growth and value for the entire media ecosystem.

He joined Fifty5Blue in September 2023 from Sky Group, Europe’s largest media company. As Chief Business Officer, Patrick was responsible for managing and expanding Sky’s relationships with content and distribution partners and driving advertising revenues across Europe. This follows a 20 year-long career in consulting in Europe, the US and Asia, most recently leading McKinsey’s European Consumer Tech and Media Practice.