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Lynn Girotto and Ashraf Alkarmi have joined Vimeo’s C-suite as the company conducts layoffs and continues its push to be seen as a B2B product instead of a consumer viewing destination.

Girotto, who joins as Chief Marketing Officer, brings a depth of B2C and B2B marketing experience from her previous roles at Tableau, Microsoft, Starbucks and Getty Images. At Vimeo, Girotto will oversee the company’s marketing team and lead efforts to increase brand awareness as an enterprise-oriented video software company.

Alkarmi has been brought on as Vimeo’s new Chief Product Officer and will spearhead the New York-based company’s work to make video a mission-critical tool at work. Before Vimeo, he led enterprise video product at Brightcove, launched and ran Facebook Watch at Meta and held multiple senior roles at Amazon.

The duo’s hiring announcement came shortly before a that the all-in-one video software company had conducted a round of layoffs, which have impacted an unknown number of employees.

The job cuts come as the tech industry as a whole braces for the possibility of an upcoming recession. For Vimeo, the move also coincides with its shift from a consumer-focused video hosting platform to a corporate video software solution.

"Today we are a technology platform, not a viewing destination. We are a B2B solution, not the indie version of YouTube," CEO Anjali Sud .

Its pivot to B2B surprised some creators. In March, Vimeo that it would hike up its rates to host content creators’ videos on its platform as part of its enterprise shift. The move left many users scrambling to find the money for the steep price increases, eventually leading Vimeo to apologize.

As Vimeo continues its move into the B2B video market, it will have two experienced executives to help it reposition itself.

“Lynn and Ashraf bring strategic expertise to Vimeo at a pivotal time, as our product suite is starting to gain traction in the enterprise and we have an opportunity to define how video is used in the future of work,” Sud said. “I am thrilled to welcome both of them to an executive team that is dedicated to bringing video to every employee, team, and company in the world.”

Girotto and Alkarmi are the most recent additions to Vimeo’s leadership team, but they aren’t alone. Other recent appointees include Gillian Munson, who joined as CFO this past April, Eric Cox as Chief Revenue Officer and Crystal Boysen as Chief People Officer.

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