At this year’s 10th Annual LA First Look Retreat, Mark Douglas, President and CEO of MNTN, joined Arteen Arabshahi, General Partner at Fika Ventures, to talk through the journey of building MNTN, a streaming TV performance marketing platform, from the ground up. Their conversation was packed with insights, from partnering with Ryan Reynolds to running a remote-first team, weaving AI into operations, and navigating toward the public markets.
From eHarmony to Advertising
Mark kicked off his career as a software engineer and unexpectedly made his way into advertising through a stint at eHarmony, where the focus was matching people with other people. Years later, it clicked for him that the same kind of logic could be applied to matching consumers with the right products. That insight ultimately became the foundation for MNTN.
Today, MNTN helps small and mid-sized companies tap into streaming TV for performance marketing. TV used to be a playground for big-budget advertisers. MNTN has changed that by bringing digital-style targeting and measurement to the medium.
“I don’t think of it as advertising. I think of it as helping passionate founders get their product seen by the right people.”
Enter Ryan Reynolds
The Ryan Reynolds story is classic LA. Mark met Ryan from a mutual connection and gave him a demo of the platform. After a mutual introduction, Mark gave Ryan a demo of the platform. The very next day, Ryan called and asked if he could come onboard.
“He called me the day after we met and said, ‘Can I be your Chief Creative Officer?’ Of course I said yes.”
Since then, Ryan has been all in. He takes sales calls, leads creative efforts, and helps shape the brand’s direction. And it’s working. Today, 75 percent of MNTN’s revenue comes from inbound leads, compared to just 2 percent three years ago.
AI as a Flight Director, Not a Replacement
AI is fully embedded into how MNTN operates. It helps with everything from product matching and copywriting to press release generation. AI supports the team, but decisions still rest with the humans.
“Our goal is to build AI like a flight director. It suggests the best path, but people are still in control.”
This approach allows the company to grow efficiently. The sales team hasn’t expanded in three years, and engineering will soon make up half the company. AI gives the team extra lift without adding weight.
Building a Remote Culture That Actually Works
MNTN became fully remote during the pandemic and decided to stick with it. Team members now live all over, including cities like Miami, Napa, and Bend. Instead of having a central office, the company brings everyone together three times a year in cities like Aspen, Chicago, and New Orleans.
“It costs millions of dollars to bring 500 people together for a few days, but it’s worth every cent.”
To stay coordinated, everyone works on LA hours. MNTN also offers monthly three-day weekends and vacation stipends that increase with tenure. Mark emphasized that culture is not built on perks alone. It is about mutual respect and building a relationship that people want to be part of.
“Most jobs feel transactional. We want MNTN to feel like a relationship you actually want to be in.”
Flying High, Literally
A standout moment from the talk was Mark revealing that he flew himself to the retreat from Miami. He’s a licensed pilot and logs nearly 400 hours in the air each year, which is about the same as many commercial pilots.
“Flying clears my mind. At 40,000 feet, you’re fully present. It’s like a spa for the brain.”
That mindset has shaped how he approaches leadership. Just like with autopilot in a jet, he believes in setting smart systems that run the day-to-day while keeping leaders ready to step in when needed.
Eyes on the Horizon
As the session wrapped up, Arteen asked what many were wondering. Is an IPO on the way?
Mark shared that while MNTN initially filed an S-1 but held off due to market conditions, he couldn’t share more at the time of First Look. The company officially debuted on the NYSE on May 22nd, 2025, marking a significant milestone in its journey and for Los Angeles. In Q1, MNTN reported 47% year-over-year growth, making it the fastest-growing company in its category.
“We feel ready. And we’re just getting started.”
LINKS MENTIONED IN THIS EPISODE
Watch the live keynote video at First Look
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