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Over the past six years, Sterling has developed and implemented the distribution strategy across VICE's platforms. He has worked across the business development, sales, operations, and strategy across the launches of VICE's digital channels. In 2012, he oversaw the launch of VICE on YouTube, leading them from launch to over 6MM subscribers and 500MM views in 24 months. In 2014, Sterling became the General Manager of VICE News, launching and overseeing business & operations for VICE's global news channel. Less than a year old, VICE News has become the fastest-growing digital news channel in a generation, with over 200MM views, 1 million YouTube subscribers, and direct monthly reach of over 50MM. Most recently, Sterling has been elevated to run global digital operations across VICE's family of channels, leading the charge on growing the VICE network across its 36 offices worldwide.