XR, a global leader in creative operations, has announced the appointment of John Batter as Chief Executive Officer (CEO). Batter, with a robust leadership background spanning the entertainment, media, and technology industries, will guide XR’s strategy and execution as the company accelerates its global growth and innovation within the creative technology platform for the world’s largest brands, agencies, publishers, and studios.
John Batter’s Leadership and Experience
Batter has a proven track record of transforming companies and leading them to success in the media and technology sectors. Prior to joining XR, he served as the CEO of MarketCast, where he spearheaded the company’s digital transformation, focusing on research and advertising effectiveness solutions for global brands, studios, and media companies. His leadership experience extends further, having previously been CEO of Gracenote, the global leader in entertainment metadata, where he pioneered innovations in contextual advertising technology and measurement, ultimately leading to Gracenote’s acquisition by Nielsen in 2017.
Earlier in his career, Batter also held senior roles at DreamWorks Animation, contributing to blockbuster franchises such as Shrek and Madagascar. Additionally, he launched M-GO, a streaming on-demand service that was later acquired by Fandango.
Leadership Transition at XR
John Batter’s appointment follows his role on XR’s Board of Directors in 2022, after the company was acquired by Gamut Capital Partners. He succeeds Chandler Bigelow, who served as interim CEO for the past eight months and will continue in his role as Chief Financial Officer (CFO) at XR. Jo Kinsella, XR’s Global President and Chief Operating Officer (COO), has transitioned to the XR Board.
Vision for XR’s Future
Doug Knopper, Executive Chairman of XR, expressed his confidence in Batter’s ability to drive the company’s growth. “XR powers the modern creative economy, and John’s strategic foresight, leadership, and operational discipline will be essential in accelerating momentum and expanding our market share,” said Knopper. He emphasized that XR’s platform is more crucial than ever as brands face increased pressure to maximize efficiency while delivering high-quality results.
As XR continues to support global brands, agencies, publishers, and studios in their creative operations, the company’s platform streamlines creative workflows, unlocks asset intelligence, and gives customers greater control. Batter’s leadership is expected to enhance XR’s position in the evolving marketing and creator ecosystem, helping customers move faster and work smarter.
John Batter’s Perspective
Reflecting on his new role, Batter noted, “There’s never been a more critical time for marketers and content creators to take control of their creative.” He highlighted the growing complexity in the industry, the tightening of timelines, and the increasing demand for results-driven performance. He believes that XR’s platform and scale are uniquely positioned to help customers optimize every asset and investment, enabling them to succeed in a highly competitive environment.
XR’s Global Reach
XR partners with thousands of brands, agencies, publishers, and studios across 140 countries, delivering creative assets to over 50,000 media endpoints worldwide. With John Batter at the helm, XR is poised to continue its leadership role in creative operations and technology innovation.
John Batter’s appointment as CEO marks a pivotal moment for XR as the company continues to drive innovation in the creative technology space. With his extensive experience and vision for the future, Batter is well-positioned to lead XR through its next phase of growth and success.
