In that role, she will lead all research efforts for the media outlet, and oversee consumer insights, trend forecasting, and multiplatform measurement in order to inform development, programming, marketing, and more. Weir will report to Tanya Giles, executive vice president of strategic insights and research for the Viacom Music and Entertainment Group. She is expected to work closely with MTV President Sean Atkins.
“Laurel is a passionate, endlessly curious strategist with a powerful ability to identify white spaces and drill to the core of what an audience wants and why,” said Giles, in a prepared statement. “We’re excited for MTV to gain the benefit of her insight and leadership as the network ramps up its slate of music and pop culture original programming.”
Weir previously served as senior vice president of strategic insights and research at Viacom’s Kids and Family Group, where she oversaw research for adult-focused networks TV Land, CMT, and Nick At Nite. She was responsible for developing and cultivating research on the competitive adult marketplace and television landscape. She also oversaw program, brand, and consumer insights, as well as multiplatform analytics.
Earlier, Weir served as senior vice president of strategic insights and research at TV Land, which she joined in 2002. During her tenure at the network, Weir helped lead the strategy that took TV Land from a network largely dependent on repeats of old shows to one that has developed more original programming.