Hulu Strengthens Advertising Sales Leadership With New Executives Tracie Maffei And Jennifer Donohue
February 6, 2019
Former Google Head of Industry & Strategic Partnerships Tracie Maffei to Oversee
Hulu’s Rapidly Scaling Direct-to-Consumer Business
CBS Radio Sales and Business Development Executive Jennifer Donohue to Serve as Head of Local and Regional Sales Channels
Hulu Aligns Advertising Sales Management Team around Four Key Marketplaces
NEW YORK, NY (February 6, 2019) – Hulu announced today that it welcomes two new senior leaders to its advertising sales organization: Jennifer Donohue as Vice President, Local Advertising Sales and Tracie Maffei, Vice President, Strategic Accounts and Performance Marketing. Donohue and Maffei will both report directly to Hulu’s Senior Vice President and Head of Advertising Sales, Peter Naylor.
Their appointments, effective today, complete a strategic reorganization of Hulu’s Advertising Sales business to align around four key marketplaces: National Sales, led by Vice President, Jim Keller; Local & Regional Sales, led by Donohue; Performance Marketing and Strategic Accounts, led by Maffei; and Advanced TV, led by Director, Doug Fleming. The new marketplace-centric structure ensures Hulu is best positioned to serve its advertiser partners with leading expertise in each business.
“This is a monumental time for Hulu’s advertising business: we’re growing faster than ever, we’re introducing innovative new formats, and now we’re scaling our teams to provide even deeper expertise to brands,” said Peter Naylor, Senior Vice President and Head of Advertising Sales at Hulu. “Tracie and Jennifer both have impeccable track records in leadership and client service, and will help strengthen Hulu in driving the industry into the next era of television advertising.”
In 2018, Hulu’s direct-to-consumer client base more than doubled year over year. To meet the needs of the growing direct-to-consumer marketplace and ensure continued innovation to support these brands, Hulu is bolstering its leadership in this area. As Vice President, Strategic Accounts and Performance Marketing, Tracie Maffei will be responsible for driving the strategy for this rapidly-expanding business as well as overseeing Hulu’s Performance Marketing team in growing the company’s partnerships with digitally native, direct-to-consumer brands. In addition, Maffei will lead the team tasked with elevating advertiser partnerships on Hulu through alternative brand opportunities.
Maffei joins Hulu from Alphabet Inc.’s Google, where she spent 12 years developing integrated digital portfolios for Fortune 500 and Fortune 1000 brands. She most recently served as the Head of Industry Strategic Partnerships where she was responsible for managing its business with direct-to-consumer, e-commerce, multi-channel and manufacturer brands. Prior to Google, Maffei was the VP, Director of Sales for Susquehanna Media Group, where she led their national sales efforts. Maffei holds a Bachelor of Science degree in Broadcast Journalism from California Polytechnic University, San Luis Obispo.
As Vice President, Local Advertising Sales, Jennifer Donohue will be responsible for managing local and regional sales channels. In this role Donohue will be tasked with forming sales strategies to respond to local and regional market demands, expanding Hulu’s creative resource offering for local and regional buyers and helping them to maximize the targeted-campaign opportunities in Connected TV.
Donohue joins Hulu from Entercom Communications Corp., where she most recently served as the Vice President, Agency Sales. Prior to Entercom, Donohue spent 15 years at CBS Radio Inc., where she was elevated to Senior Vice President, Sales, CBS Radio, before the companies merged in 2017. At CBS, Donohue oversaw all aspects of sales for in the New York market, the largest local business for the company, including Integrated Marketing and Live Events. She was also responsible for the launch of CBS NY Local Digital Media, servicing television and radio clients. She holds a Bachelor of Science degree in Communications from Ohio University.
Both Donohue and Maffei began their new roles on Monday. Donohue will be based in Hulu’s New York office, while Maffei will be based at Hulu’s Santa Monica headquarters.
Hulu is the leading premium streaming service offering live and on-demand TV and movies, with and without commercials, both in and outside the home. Launched in 2008, Hulu has grown to more than 25 million subscribers in the U.S. and is the only service that gives viewers instant access to current shows from every major U.S. broadcast network; libraries of hit TV series and films; and acclaimed Hulu Originals like Emmy® and Golden Globe Award-winning series The Handmaid’s Tale, Emmy Award-nominated The Looming Tower, Future Man, Marvel’s Runaways and Castle Rock, and Oscar-nominated documentary film Minding the Gap, as well as live news, entertainment and sports from 21st Century Fox, The Walt Disney Company, NBCUniversal, CBS Corporation, The CW, Turner Networks, A+E Networks and Discovery Networks – all in one place. Upcoming Hulu Originals include Catch-22 from George Clooney; Four Weddings and a Funeral from Mindy Kaling; Shrill from Aidy Bryant, Lorne Michaels and Elizabeth Banks; Wu-Tang: An American Saga from Brian Grazer and The RZA; Ramy from Jerrod Carmichael and Ramy Youssef and Little Fires Everywhere from Reese Witherspoon and Kerry Washington.