Keith Zubchevich

President and Chief Executive Officer Conviva

Last Reviewed: September 18, 2026

Executive Summary

Keith Zubchevich has been President and Chief Executive Officer of Conviva since October 2021, and he has been at the company since 2008 — long enough to have watched the problem it solves change shape twice. Conviva measures what actually happens to a stream when it reaches a viewer: buffering, start failures, quality degradation, and the abandonment that follows. When he joined, that was a niche engineering concern; it became a board-level metric for every media company that moved to direct-to-consumer distribution. He has since pushed the company toward measuring experience in AI-driven and agentic systems, arguing publicly — and more sceptically than most vendor chief executives — that AI accuracy claims need the same kind of hard instrumentation that video quality eventually got. His background explains the disposition: he spent his pre-Conviva career in enterprise networking and storage, at Cisco, McDATA and Riverbed, where performance is measured rather than asserted.

Career Highlights

• Promoted to President and Chief Executive Officer of Conviva in October 2021, succeeding Bill Demas, after nearly fourteen years at the company.
• Previously Chief Strategy Officer of Conviva, with responsibility for product, marketing, corporate development and partnerships.
• Joined Conviva in 2008 and has spent close to two decades there.
• Vice President of Business Development at Riverbed Technology, building go-to-market strategy and partner relationships through the company’s initial public offering.
• Director of Operations at Cisco Systems, covering storage-switching and optical solutions for the Sales and Worldwide Channels groups, and leading the launch of Cisco’s MDS storage networking effort, reported to have generated $244 million in revenue within two years.
• Regional Vice President at McDATA, part of the core team that designed and implemented its sales and channel coverage model.

Professional Journey

Zubchevich read economics at San Diego State University and built the first half of his career in enterprise infrastructure, a sector then being reshaped by the shift to networked storage. At McDATA he was a Regional Vice President and a member of the core team that designed the company’s sales and channel coverage model — foundational go-to-market work rather than territory management. He moved to Cisco Systems as Director of Operations, responsible for storage-switching and optical solutions across both the Sales and Worldwide Channels organisations, and led the launch of Cisco’s MDS storage networking line, which reportedly reached $244 million in revenue within two years of introduction.

He then joined Riverbed Technology as Vice President of Business Development, during the period when the WAN optimisation company was scaling toward and through its initial public offering. His remit covered the go-to-market strategy and the partner relationships that carried much of its distribution — the commercial machinery a fast-growing infrastructure vendor depends on when it cannot hire direct sales fast enough.

In 2008 he moved to Conviva, then a young company commercialising research on measuring streaming video quality at the client. He spent more than a decade in senior commercial and strategic roles there, latterly as Chief Strategy Officer with responsibility spanning product, marketing, corporate development and partnerships — a combination that made him the natural internal candidate when the chief executive role opened. Bill Demas, who had led the company since 2018, departed in May 2021, and Conviva announced Zubchevich’s promotion to President and CEO that October.

As chief executive he has taken Conviva beyond video quality metrics into broader digital experience analytics and, more recently, into measurement for agentic AI systems. He is a frequent commentator on AI reliability, and the position he takes in public is consistently the unglamorous one: that consumer-facing AI failures are measurement failures before they are model failures, and that companies deploying agents need instrumentation they do not yet have.

Education

San Diego State University

Bachelor’s degree, Economics