Hulu Taps Nicole Sabatini to Head Integrated Marketing

Hulu announced Monday that it has hired Nicole Sabatini in the role of VP and head of integrated marketing, where she’ll head up the OTT provider’s integrated marketing campaigns and go-to-market strategy.

Sabatini joins Hulu from Pop Media, the CBS-Lionsgate Entertainment joint venture, where she was EVP of marketing and led the network’s rebrand from TV Guide Network to Pop Media. Prior to that, she was spent six-plus years NBCUniversal, where she served in roles such as SVP, marketing and Style Network, and VP, strategic marketing at Bravo Media.

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In her new role, Sabatini will also play a big role in the development of strategies that enable brands to “align with and integrate into Hulu’s growing slate of originals and premium content,” Hulu said. Sabatini will oversee the company’s annual upfront initiative as well as all advertising trade efforts aligned with Hulu’s presence at industry events such as CES and Cannes Lions.

Sabatini is based at Hulu’s headquarters in Santa Monica and reports to Peter Naylor, the company’s SVP of ad sales.

“Nicole brings a unique set of insights and expertise to Hulu that will help Hulu advertisers achieve their business goals, as well as drive superior results. We’re so pleased to have her leading the team,” Naylor said, in a statement.

Hulu has about 12 million subscribers, and is developing a virtual MVPD service that’s slated to launch in early 2017.