Effectv Launches New Division to Better Serve Advertisers’ Evolving Needs for Audience Delivery within Changing TV Marketplace
Today, Effectv, the advertising sales division of Comcast Cable, announced the creation of a new Sales Development function, led by former Regional Vice President at Effectv, Dawn Lee Williamson. She will report into Pooja Midha, Chief Growth Officer, Comcast Advertising.
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“The media landscape has changed dramatically and at an accelerating pace”
This move is an extension of Effectv’s ongoing transformation as an audience delivery company offering a full-suite of cross-screen, audience-based TV and video advertising solutions. Since rebranding in November 2019, Effectv has increased its emphasis on using data and insights to drive optimal results for advertisers of all sizes across the Comcast footprint. The Sales Development team will accelerate Effectv’s move to audience delivery by dedicating a 300+ person team to understanding clients’ holistic business needs, developing the right solutions to reach that brand’s audience across screens, and driving measurable results.
“The media landscape has changed dramatically and at an accelerating pace,” said Pooja Midha, Chief Growth Officer, Comcast Advertising. “As consumer media consumption shifts across screens ad sales needs to evolve. Today, marketers require a partner who understands their business, has deep knowledge of the changing landscape, and the technology, data, and expertise to help them direct their messages to the right media and right audience on whatever screen they are watching. Our new Sales Development team will have a singular focus on enabling this kind of consultative partnership with our clients.”
Dawn Lee Williamson has been appointed to lead the new Sales Development function for Effectv. Williamson previously led the Southeast Sales division of Effectv, which, since taking over in 2018, she transformed into the top performing region in 2020. In her new role, Williamson will oversee Effectv’s 300+ person Sales Development organization, leading the development of integrated, business-focused solutions for Effectv’s local, regional and enterprise clients.
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Prior to joining Effectv, Williamson held the role of SVP, Head of U.S. Advertising Sales at VICE Media, and before that, oversaw all commercial activity for BBC World News TV and BBC.com in the Americas. She also held leadership roles at Turner Broadcasting System in the US and Latin America for TBS, TNT, CNN and Cartoon Network. Williamson is a two-time Cablefax “Most Influential Minority in Cable” and is deeply passionate about diversity, equity and inclusion. She is lives in Miami, FL with her husband and two teenage children.
“We are delighted to have such a strong leader in this key role. The creation of the Sales Development function is one of a series of strategic bets we’re accelerating in order to fundamentally transform the way we do business,” said James Rooke, General Manager, Effectv. “Our clients are looking for partners they can team up with to solve the needs of their business, and reach their audience in the most efficient and effective way possible. By combining the expertise of ad sales strategy, data insights and integrated marketing into one team of experts, we can provide a higher level of service, creating solutions and strategies to increase the value of every marketing dollar.”
Effectv’s new Sales Development function is currently rolling out in phases within the company, with a full, client-facing rollout planned for this Summer.
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