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NBCU Digital Enterprises Hires Shazam’s Patricia Parra Hadden to Lead Marketing

Patricia Parra Hadden, ex-CMO of Shazam Entertainment and former Hulu marketing exec, has joined NBCUniversal Digital Enterprises as senior VP and head of marketing.

In this role, Hadden will lead the marketing, branding and customer-acquisition strategies for the Peacock’s digital enterprises organization, which is developing direct-to-consumer services. The first one planned is a comedy subscription-video service slated to debut later in 2015.

Hadden, based in New York, reports to Evan Shapiro, exec VP of NBCUniversal Digital Enterprises. Shapiro was formerly head of Participant Media’s Pivot TV before coming to NBCU last December.

“Patricia is an enormously talented exec, whose experience is a perfect blend of TV and tech,” Shapiro said in announcing her hiring. “Her insights and leadership will be key to building the new content experiences we hope to offer the next generation of media consumers.”

Another key Shapiro recruit: Ben McLean, previously in charge of business affairs for Xbox Entertainment Studios and Pivot TV, who is heading NBCU Digital Enterprises’ business affairs, content licensing, operations, strategy and business development.

Popular on Variety

Hadden spent about a year as Shazam’s global chief marketing officer, overseeing marketing and communications strategies for the media-identification app company. With her exit from Shazam, the company has combined marketing functions with its product, design and content teams, which are headed by chief product officer Daniel Danker, a rep said.

Prior to Shazam, Hadden was CMO of gaming startup Ouya and before that was Hulu’s head of content marketing in charge of global brand strategy and original series campaigns. Earlier in her career, Hadden was part of HBO’s digital distribution team.

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