North America Update; TRUSTe & JUICE Mobile appointed to MEF Board

MEF North America has appointed two new members to its board of directors. The new appointments were approved by the existing members of the board which includes Alliance Data, Dentons, KPMG, Mozilla, Openmarket, Playphone, Red Bull Media House, Samsung and Turner Broadcasting. Board Directors play a leading role in shaping MEF’s regional mobile agenda within our global member network, using their expertise and leadership to guide the activities and initiatives MEF undertakes. So welcome then, to the two newest additions to the North America Board:

Neil Sweeney, President & CEO  – JUICE Mobile

NSweeney headshot

Neil Sweeney has excelled in the technology, media and entertainment industries for more than 15 years. Sweeney has held senior positions with both venture-backed start-ups and the top publicly traded media companies in Canada. In 2010, he founded the award-winning mobile marketing and technology firm, JUICE Mobile. The company quickly gained recognition as Canada’s leading independent mobile firm, winning Canada’s Most Promising Digital Media Company at the 2012 Digi Awards.

During the past two years, JUICE Mobile led more brands into the mobile space than any other firm in Canada. Sweeney also earned several academic and business awards, including an International MBA from the University of Edinburgh, a Media Innovation gold medal for integrating mobile technology into the 2006 Grammy Awards show, and being recognized as Canada’s Top Digital Executive at the 2011 Digi Awards. He is currently nominated for the Ernst & Young Entrepreneur of the Year® Award in recognition of his vision, leadership and achievement in building a successful, growing and dynamic business.

“I’m honored to be part of a global organization that helps build a robust community for mobile and I look forward to engaging and enhancing the mobile ecosystem in North America. The other board members come from diverse professional backgrounds and I am excited to collaborate together.”  Neil Sweeney

Richard Qui headshot

Richard Qiu, Vice President of Business Development, Mobile – TRUSTe

Richard is responsible for identifying, developing and executing on new business opportunities in areas of online privacy, mobile media, online advertising and data management at TRUSTe.

An expert in mobile, digital media and advertising, Richard has extensive experience in launching new products, developing new markets and building successful business. Most recently, Richard was EVP of Business Development at 4INFO and a key figure in shaping 4INFO’s growth from a messaging powerhouse to a diversified mobile advertising, technology and media company, and instrumental in driving its platform strategy and the direction of mobile publishing and advertising. –

“I am honored and very excited to join MEF –  a great organization that helps companies differentiate themselves and take advantage of opportunities in the mobile market today. I look forward to working with MEF to develop and execute programs to help its members and the broad mobile community stay ahead of data privacy management challenges, including managing targeted advertising in a privacy safe manner.” – Richard Qiu

MEF North America General Manager, Fiona Gellatly added “I am very pleased to have both Neil and Richard join the North America board. Richard’s experience in privacy will be a great asset to MEF’s ongoing privacy initiatives and Neil’s background in mobile media and technology will help define the ever-changing m-commerce opportunities available for all companies in the mobile ecosystem.

MEF NA is focused on consumer trust and monetization in mobile. Our dedicated privacy working group consists of MEF members from around the world, and is working on an exciting initiative for the app community dealing with delivering best practices in privacy and ensuring continued consumer trust in mobile applications. I look forward to working with both of our new Board members on these and other initiatives as we continue to shape the mobile landscape.”

For more information on the board and its members, visit the MEF website.


  1. Simon Bates says:

    Really pleased Richard made the board. TRUSTe are already having a positive impact on the Privacy in Mobile Apps initiative. Congratulations Richard and Neil!

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