Cross-platform ad technology firm Tapad has expanded its sales force nationally with the hiring of two new executives. P.J. Miele, previously at AOL Advertising, has been named vice president of West Coast sales, launching the company’s presence in Los Angeles and San Francisco. Miele has also held national sales roles at Experian and Yahoo.

Leading Tapad’s sales operations in the Midwest is Kimberly Waichulis as vice president of the Central region, based in Chicago. Before joining Tapad, she served as regional VP at MediaMind, and earlier had senior roles at TradingPartners and VisaNow. Both Miele And Waichulis report to Andew Slome, Tapad’s head of sales.

The company has doubled its sales force to 15 in recent weeks with more hiring planned. Brands and agencies use Tapad’s platform to serve ads across PCs, mobile phones and tablets, including retargeting of ads.