In a move signaling strategic expansion and global ambitions, ICARO™ Media Group has appointed Ernst Lieb, former CEO of Mercedes-Benz USA, to its Board of Directors. Known for steering global businesses through complex markets, Lieb brings over four decades of executive experience to the media tech firm.

Lieb’s resume reads like a blueprint for international business mastery. From leading DaimlerChrysler operations in Australia, Canada, and the U.S., to co-founding ELco Enterprises in Australia’s commercial furniture market, his track record reflects a blend of operational rigor and cross-cultural fluency.

“Ernst's extensive leadership and business expertise, honed over four decades in intricate multinational environments, will further strengthen our board as we advance our strategy for global growth and profitability,” said Paul Feller, Chairman and CEO of ICARO.

A Strategic Match for a Multinational Media Tech Vision

ICARO isn’t your typical media company. It sits at the intersection of telecom, advertising, and AI, offering OTT platforms, digital out-of-home media, and AI-driven engagement tools to telcos and brands across emerging markets. The company’s focus on audience monetization via multi-channel delivery models positions it squarely in the media-tech transformation wave sweeping across Latin America, Europe, and Asia.

“With international experience across three continents in markets and sales leadership, I’m eager to help ICARO grow and innovate in line with their mission,” said Lieb.

This appointment reinforces ICARO’s commitment to scaling its global monetization ecosystem, particularly in regions where telecom-led media delivery is growing rapidly but remains fragmented.

From Luxury Cars to Media Tech: Why It Makes Sense

While transitioning from automotive to media tech may seem like a leap, ICARO’s global footprint and operational complexity echo the challenges Lieb once tackled at Mercedes-Benz and DaimlerChrysler. His knack for navigating regulatory hurdles, channel partnerships, and market positioning across borders fits well with ICARO’s aggressive growth strategy.

Add to that his academic stints at Harvard Business School and DaimlerChrysler University, and Lieb brings a rare mix of boardroom insight and hands-on operating discipline.

ICARO’s Next Chapter

The appointment comes as ICARO continues to expand its AI-enhanced media and advertising capabilities, aiming to become a go-to partner for telecom operators seeking better engagement and monetization strategies.

For a company promising to “transform how users, platforms, and advertisers interact,” bringing in an executive with a legacy of brand transformation and international scaling could be a catalytic move.

ICARO™ Media Group

ICARO™ is a media technology company that empowers telecoms, networks, and brands with AI-driven, multi-channel content distribution, monetization, and user engagement solutions across digital and out-of-home screens.

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