Consult with an expert in podcast and digital audio strategy, with more than 20 years experience in the media industry.


Jeff Ulster is a digital leader and consultant, with a track record of success in digital content creation, distribution and product development.


About Jeff Ulster

Jeff Ulster is the owner of Ulster Media, an independent podcast and digital audio consulting company based in Toronto, Canada.

Jeff is also a co-founder of The Podcast Exchange - TPX, along with Jean-Marie Heimrath. TPX combines research-driven strategy, sales expertise and geo-targeting to monetize the Canadian podcast audience. Jeff is TPX's Chief Content and Technology Officer.

He's co-publisher of The Canadian Podcast Listener: A Landscape Study, along with Jeff Vidler of Audience Insights Inc. It's the first comprehensive report on podcast listening in Canada.

He's been a speaker and panelist at industry events such as the North American Broadcasters Association, Canadian Music Week, RAIN Summit Canada, Hot Docs Podcast Festival, Atlantic Podcast Summit and Toronto's “Podcamp”. He's worked extensively with public broadcasting and other industry colleagues in the US (including NPR, Apple, Google, Facebook, TuneIn, SoundCloud, Stitcher and more). In the spring of 2017, Jeff participated in the Audio for Good Hackathon event, put on by PRX and the Harvard Business School in Boston. 

Since Ulster Media has launched, clients have included Cineplex, Cogeco, The Atlantic, The Globe and Mail and Pacific Content.  In fall of 2017, Ulster Media produced several episodes of the podcast "The Future According to Now" with the branded content division of The Atlantic. It has been nominated for Best Branded Podcast or Segment for the 2018 Webby Awards, and is one of five finalists in that category.

Prior to launching Ulster Media, Jeff was the Director of Digital Talk Content for the Canadian Broadcasting Corporation (CBC) for six years. CBC Radio’s digital audiences grew by 200% under Jeff's leadership in the last three years alone.

Jeff built and led the Agile digital team that developed the popular CBC Radio App for iOS and Android (nominated for a NextMedia award), as well as multiple web properties for CBC Radio, for which he and his team received the CBC President's Award. He was also responsible for the editorial side of the digital service, overseeing a team of award-winning digital content producers. His monetization strategy achieved significant revenue growth on digital platforms.

Jeff's experience as a digital leader has given him great insights into optimizing the distribution of digital audio to grow audiences and engage users. Under his leadership, CBC distributed some of the most popular, award-winning podcasts in Canada. CBC recently reported that its hit podcast series, Someone Knows Something, has been downloaded more than 20 million times.

Prior to his role as Director, Jeff managed digital program development for the network, overseeing pilot projects and helping to transform CBC’s offer of more than 100 programs on more than 35 regional stations, to a user-friendly digital service and workforce.

Jeff also spent many years as a producer of radio, television and online programming before moving into a leadership role in digital.

After a rewarding career helping to build CBC's digital talk audio service, Jeff is excited about sharing his knowledge and experience with a wider variety of clients, creators and distributors to help them make great content and grow audiences across multiple platforms. 

In addition to his years of experience in digital talk audio, Jeff is also an accomplished jazz pianist and composer. He received a Bachelor of Music degree from Berklee College of Music in Boston, and has been part of the music scene in Toronto for the last 25 years. He currently performs with the vocal jazz trio The Lesters, who recently released their debut EP of original songs, called The Promise.