An experienced senior executive, with deep expertise in delivering growth through commercial, marketing, and business-wide strategic activities, Natasha Matos-Hemingway is the Chief Commercial and Marketing Officer (CCMO) of video on demand (VOD) at MBC GROUP’s streaming platform division, Shahid.

In her current role, Matos-Hemingway leads on the Group’s VOD business, with a focus on aligning the numerous teams involved across key growth initiatives to achieve scale and profitability in the Middle East and North Africa (MENA), as well as maintain Shahid’s lead as the preferred subscription video on demand (SVOD) platform in the region.

Having built her career in “big tech” at giants including Google and Microsoft, Matos-Hemingway has overseen diverse teams across a number of functions, specialising in emerging markets in Europe, the Middle East, and Africa (EMEA).

Prior to joining MBC GROUP, Matos-Hemingway was the Chief Marketing Officer responsible for doubling the paying base of MultiChoice’s SVOD, Showmax. There, she was credited with delivering substantial growth in Sub-Saharan Africa through high performing marketing and commercial campaigns, including the launch of new products and new markets.

A creative and critical thinker, Matos-Hemingway has a passion for leveraging digital technologies to improve consumers’ experience and grow partners’ businesses. She is also known for her ability to solve complex problems with resolution and drive results through collaboration.

A bold and empathetic leader, Matos-Hemingway has a remarkable ability of building high-performing teams, always with a keen focus on attracting and developing talent whilst driving business results.

With roots in Portugal and South Africa, Matos-Hemingway enjoys working in diverse, multicultural, and inclusive organisations.