Former Grass Valley sales and marketing chief Jeff Rosica has joined Avid.

Rosica joined the senior management team at Avid last week, taking on the role of senior vice president of worldwide field operations.

In August last year it was announced that Rosica would part company with Grass Valley, leaving his role as executive vice president chief sales and marketing officer, a position he held for two years.

He remained as a strategic advisor to Grass Valley chief executive Alain Andreoli until late November.

While at Grass Valley he was credited with overseeing the sale of the company to Francisco Partners and was described by Grass Valley as being “instrumental in the first phase of the transformation to a profitable, independent company”.