Exec exits Nielsen for managing director gig

Kevin Yoder has been tapped as managing director of Reed Business market research firm MarketCast.

Yoder comes to the group after more than 15 years at Nielsen NRG, where he most recently served as chief operating officer.

He will report to general manager Henry Shapiro, and joins prexy and co-founder Joseph Helfgot, co-founder Frank Romo, and managing directors Karen Hermelin, Greg Ferland, and Jeremy Radisich on the MarketCast management team.

Last year, MarketCast was ranked on the Honomichl Top 50 list as one of the top market research firms in the country.

“Kevin is an extraordinarily talented marketer and researcher,” Shapiro said. “We are fortunate to have someone with (his) deep industry background and experience join our team.”

MarketCast, a division of Reed Business Information (which publishes Variety, Video Business, Broadcasting & Cable, and Multichannel News), provides marketing research services for the entertainment industry worldwide.

On joining, Yoder said, “MarketCast has always been known for quality, service and efficiency, and for its singular focus on helping clients refine their marketing plans through smart research and bold advice.”

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