SVP, Ad Innovation Strategy

Company Description

NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television station group, and world-renowned theme parks. It is the policy of NBCUniversal and NBCUniversal's affiliated businesses to consider all qualified applicants for employment without regard to race, color, religion, national origin, sex (including pregnancy), sexual orientation, age, disability, veteran status, or other characteristics protected by law.

Job Description

The NBCU Ad Sales Strategy team is responsible for driving long-term growth opportunities for the wider sales organization.  Acting as strategic consultants, this dynamic team supports Ad Sales and corporate stakeholders across a wide range of initiatives including sales optimization, go-to-market strategies, ad product innovation and data strategy, budgeting and planning analyses, and marketplace intelligence.

We are building a world-class team of smart, hungry and fearless professionals who are energized by working at the epicenter of content, technology and culture. We’re looking for exceptional candidates for the position of Senior Vice President, Ad Experience & Innovation Strategy to bring innovative thinking, creativity, and strong analytical skills to help grow our Digital business. 

As Senior Vice President, Ad Innovation Strategy, you will play a vital role within the Business Operations & Strategy group, joining a blue-chip team with significant media experience in addition to varied professional services backgrounds.  You will impact new revenue generation across the NBCUniversal portfolio of media assets by identifying growth opportunities and interfacing with business leaders across multiple functions, both inside and outside Ad Sales.

Responsibilities include, but are not limited to:

• Ideate/conceive new ad product innovations, both through independent ideation, as well as cross-functional brainstorms and marketplace feedback from client-facing personnel to understand and solve for advertiser needs
• Lead business case development for new ad product innovation concepts, including problem statement/voice of the customer, opportunity sizing, operational requirements, and timeline
• Lead ad product commercialization process (e.g., ideation, implementation, sales + client education, pricing / packaging, sales materials, client + sales feedback), partnering with cross-functional stakeholders
• Partner with ad technology & digital product teams (e.g., Peacock) to implement and operationalize ad products
• Partner with Measurement & Impact team on research efforts to gain insights into ad product performance (e.g., ad efficacy studies, consumer feedback)
• Define and monitor ad innovation performance KPIs, leveraging data and in-market Sales feedback to optimize products / processes (including sunsetting process)
• Partner with Business Development teams to explore potential vendors/partners related to ad innovation, either via inbound inquiries or proactive outreach
• Lead RFP process with Sourcing team if we are looking for a vendor to support a specific ask or product solution
• Manage relationship with vendors/partners with which NBCU engages in business arrangements related to ad products
• Strategic oversight of full Digital ad product roadmap, including prioritization of competing products & business initiatives
• OKR + KPI definition & tracking across all initiatives
• Work across product and strategy teams to ensure initiatives stay on track and teams are aligned on desired outcomes
• Recommend and implement all facets of ad experience across NBCU consumer-facing Digital services (e.g., Peacock, NBC App), including, but not limited to: ad load (e.g., ad time/ad units per pod and per hour, by content type); ad delivery policies (e.g., brand/user-level ad frequency capping, client creative mix/refresh requirements)
• Recommendations should be informed by available research and/or actual performance KPIs (e.g., user engagement/viewing time/service favorability, brand awareness/purchase intent)
• Present recommendations to senior Ad Sales and Digital business executives to gain consensus on ad experience settings, with goal to maximize advertising revenue through optimal combination of ad inventory and monetization/pricing.
• Partner with Measurement & Impact team to define ad experience experimentation and research (e.g., A/B testing) to derive insights and KPIs needed to inform ongoing optimization of ad experience settings
• Monitor actual performan