NBCU wing taps marketing topper

John Shea to oversee digital entertainment initiatives

NBCUniversal has tapped John Shea to lead marketing initiatives at its Entertainment & Digital Networks and Integrated Media. Shea, who has just finished a quarter at the division as its “CMO in residence,” will take on the chief marketing officer title permanently and add exec vice president. He reports to division topper Lauren Zalaznick.

It’s the Integrated Media part of that long title that will keep Shea busy — cross-brand initiatives Women at NBCU, Hispanics at NBCU, Healthy at NBCU and Green is Universal will fall under his oversight.

An unconventional aspect of the hire is a first-look deal for any content the exec produces. Shea’s background includes producing branded shorts series for MTV with Unilever and Verizon.

The media initiatives, for which NBCU creates bespoke ad campaigns across its television and digital properties, have been a large part of the company’s advertising strategy as it seeks to find ways to incorporate its ad partners into a media landscape that includes fewer and fewer traditional spots.