• by Gavin O'Malley  @mp_gavin, September 11, 2007

Rounding out its new executive leadership team, Heavy Corp. has named Scott Penberthy chief technology officer. News of the appointment comes a day after OnlineMediaDaily reported that Eric Hadley is leaving Microsoft Corp. to join the Web video entertainment company as chief marketing officer, and a week after Todd Sloan left Nielsen//NetRatings to be Heavy's new CFO.

"We now have the strongest management team of any independent video network," said David Carson, Heavy's co-founder and co-CEO. Referring to Hadley, Penberthy and Sloan, Carson added: "We feel that having these three very successful individuals join our team is a clear endorsement of our business strategy."

Penberthy comes to Heavy from Photobucket, where he held the title of vice president of engineering. There, he oversaw an engineering team focused on emerging technologies--like the content-sharing and editing tools that attracted the attention of News Corp., which agreed to pay over $300 million for the startup in May.

"I've been impressed with Heavy's video capabilities for quite some time," said Penberthy. "I feel that I can add a lot of value as Heavy takes advantage of both traditional and emerging Internet platforms."

Prior to Photobucket, Penberthy served as CTO of IBM's Industrial Sector and vice president of IBM Global Services.

Making the star-studded executive team possible, Carson and Heavy co-CEO Simon Assaad earlier this year secured $20 million in capital funding, largely from Polaris Venture Partners.

Last month, Heavy launched an ad network named Husky to help advertisers target the company's core demographic of young men. Heavy said it is in discussions with about 25 medium-sized publishers, which would give its network an aggregate audience of 50-60 million unique monthly visitors, according to Assaad. (That doesn't include Heavy-owned sites, including a sports site due this fall to be dubbed Burly Sports.)

One of Husky's first major sponsors is New Line, which is using the network to promote films this fall. Other advertisers include Coors, Nissan, Panasonic, Diesel, Axe, Sony and Nike.