SiriusXM named industry veteran Sarah van Mosel to the newly created position of senior VP of podcast strategy. It’s a return to SiriusXM for van Mosel, who previously served as chief revenue office at its subsidiary Stitcher.
Van Mosel most recently was EVP of iHeartMedia’s iHeart Audience Network audio advertising group. At SiriusXM, she reports to Scott Greenstein, president and chief content officer, who announced her hiring in a memo to staff Thursday.
Her hire comes after SiriusXM last month announced a multiyear agreement worth more than $100 million withSmartLessMedia and its three founders —Will Arnett,Jason BatemanandSean Hayes— encompassing exclusive advertising and distribution rights, content, events and more for their popular flagship podcast “SmartLess” and other shows produced by the company. Other podcasts and media companies represented exclusively by SiriusXM Media, include “Conan O’Brien Needs a Friend” and the complete Team Coco roster; Ashley Flowers’ Audiochuck featuring “Crime Junkie”; and Crooked Media and its hit “Pod Save America.” SiriusXM’s original podcast series include “Office Ladies” and “How Did This Get Made?”
“A major area of focus is expanding our relationships with top podcasts as we look to grow both our exclusive content portfolio and support our successful advertising business,” Greenstein wrote. “To help us achieve our goals, we decided to bring in an expert to champion SiriusXM in the marketplace. I am thrilled to welcome Sarah van Mosel back to SiriusXM in a new role as Senior Vice President of Podcast Strategy, reporting directly to me. In this role, Sarah will develop a targeted podcast acquisition strategy as well as source and attract up and coming new talent to the SiriusXM Podcast Network.”
Reporting to van Mosel will be Adam Sachs, newly named as senior VP of podcast content, leading podcast production and development.
Prior to joining iHeartMedia, van Mosel served as chief revenue officer at Stitcher, where she led podcast revenue strategy across SiriusXM, Pandora and Stitcher. Van Mosel was part of the leadership team that oversaw Stitcher’s acquisition by SiriusXM in October 2020. Following the acquisition, she was responsible for integrating Stitcher’s sales organization, setting direction for revenue growth and scaling opportunities for podcast monetization.
Van Mosel has held multiple executive roles in the podcast space, including chief podcast sales and strategy officer at Market Enginuity, where she built the monetization engine for podcasts from PRX, Radiotopia, The Moth and TED Talks Daily. In addition to overseeing revenue generation, van Mosel drove content acquisition and business development across 13 public media stations in the top 10 U.S. markets. Prior to Market Enginuity, van Mosel has also held senior positions at Acast and WNYC.
