Gruvi Strengthens Senior Management Team

Gruvi has strengthened its senior management team (l-r Founder Ben Johnson; new CEO Michael Hylfoft)
Southampton, UK ( April 11, 2024 ) -

Gruvi, the media and insights specialist for the film industry, has followed its record breaking 2023 by strengthening its senior management team, with a number of key new appointments and management moves to continue growth and expand its products offering.

Founder Ben Johnson has taken on the new role of Head of Strategy and Audience Technology, where his years of experience will perfectly position him to ensure Gruvi continues to cleverly develop & exploit cutting-edge technologies on behalf of its clients.

New CEO Michael Hylfoft has sat on Gruvi’s Board of Directors since June 2015 and is already very familiar with the success the company has had to date in creating a direct connection between film advertising and cinema ticket sales.

Also joining the senior management team is Lee Shelton, who originally came on board in June 2023 as Head of Marketing and Business Development (Exhibition). In his new role as Commercial Director, Lee will continue to drive Gruvi’s exhibition partnerships forward.

Nguyet Robbins, Director of Gruvi’s Australian office, will step into the Chief Revenue Officer role, switching roles with ex-Universal Head of Media, Neil Wirasinha, who becomes Gruvi’s Chief Operating Officer.

Neil Wirasinha said “These are exciting times for Gruvi and our customers. The new-look senior management team brings with it a wealth of diverse skills and will unlock greater potential by having key players in roles that lean into increased growth and product/service development, to help our clients navigate an increasingly challenging box office marketplace.”

About Gruvi
Gruvi is a digital media entertainment specialist that works in partnership with cinemas and distributors as a ticket conversion specialist & data driven audience insights company.

For more information contact Nick Adams at