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Shellie Lewis has been hired as the first business development manager at commercial music licensing platform SyncFloor, it was announced Tuesday (March 10). In her new role, Lewis will guide the startup in building relationships with advertising, TV, film, gaming, and music professionals in an effort to expand SyncFloor’s customer base.

In a statement, SyncFloor co-founder and head of business affairs Cestjon McFarland said Lewis’s “experience producing content for advertising agencies and digital production companies gives her a deep understanding of the industry use cases for SyncFloor, including how it applies to emerging forms of produced content.”

Over nearly 20 years in the industry, Lewis has designed and project managed visual and marketing assets for major labels and managed recording artists. In a statement, she said that after being approached by SyncFloor about including the catalog of one of her clients on its platform, she was “blown away by the initial demo.” She continued, “From a seller perspective, SyncFloor solves issues of catalog visibility, process transparency, and transactional efficiency. And as a former advertising producer and animator, the collaboration tools SyncFloor offers were a kismet sign.”