NEWS22 August 2023

Zoë Friend joins NBCUniversal to lead consumer insight

Leisure & Arts Media News North America People

US – Media and entertainment company NBCUniversal has appointed MarketCast’s Zoë Friend as executive vice-president of consumer insights, effective from 6th September.

Zoe Friend

Friend will be responsible for using insight to inform NBCUniversal business decisions and stakeholders’ understanding of the consumer landscape.

Reporting to Will Gonzalez, executive vice-president and chief data officer, she will work with NBCUniversal leadership to grow the group’s strategies across its television and streaming platforms, which include Peacock, NBC, Telemundo and Universal Kids.

NBCUniversal merged its data and research teams across the business in January, promoting Gonzalez to lead the new combined team. 

Friend was previously head of custom research at MarketCast, based in Los Angeles and leading the research practice across all business segments, before moving into a role leading content insights, guiding content development of film and series for streaming clients.

Prior to MarketCast, she was vice-president of global consumer insights at Netflix between 2015 and 2020, and senior vice-president of research and strategy for Paramount from 2012 to 2015, following a tenure as managing director of film research agency First Movies.

Gonzalez said: “Zoë is one of the most respected executives in our field, with a wealth of experience in consumer insights that will help us establish a holistic view of the customer across our portfolio.

“Her expertise and innovative approach to utilising advanced analytics and consumer feedback will ensure that we’re delivering the best experiences to our customers across platforms.” 

Pictured: Zoë Friend (photo credit Mher Vahakn Photo)