NBC Universal Digital Distribution Monday promoted Michael Aaronson to vice president of digital platforms, effective immediately.
In addition, Charlie Tiersch joined NBC U as director of digital-business development and Keith Eich came on as director of digital-platforms operations. And Stacy Melle will broaden her responsibilities as VP of marketing for digital distribution.
Previously, as director of digital platforms, Aaronson was responsible for supporting NBC U's TV-network-distribution team and leading new-media initiatives and distribution for on-demand and pay-per-view to various NBC U affiliates, including hotels, satellite providers and cable operators.
In that role, Aaronson executed hotel-licensing agreements, including pacts with On Command and LodgeNet; spearheaded interactive applications for the Torino Olympic Games and U.S. Open Tennis; and was instrumental in the launch of NBC U emerging networks Sleuth and Chiller. Aaronson will continue to drive development and distribution of content across digital platforms with a focus on video-on-demand and report to Michael Bonner, senior VP of digital platforms.
Tiersch will focus on extending the distribution of NBC U's brands and content on emerging platforms and out-of-home distribution. He reports to Ronald Lamprecht, senior VP of digital-business development. Before joining NBC U, Tiersch was with Showtime Networks. He most recently held the position as director of business development, where he was in charge of the negotiation and launch of new linear channels and on-demand services.
As director of digital-platforms operations, Eich reports to Bonner and oversees operational strategy across new and emerging distribution platforms. He is responsible for enabling existing distribution deals and technical and operational diligence on new distribution deals.
Eich also serves as a liaison to internal and external operations groups. He has been with NBC U for three years, working on various properties including broadcast operations, information technology, NBC News and most recently the technology-growth center.
Melle will now add TV marketing and promotion across NBC U’s digital platforms, electronic sell-through and mobile to her existing responsibilities. Currently, she creates and executes VOD, PPV and interactive-television marketing campaigns promoting Universal Studios, Focus Features and Rogue Films current and library movies, TV content from NBC U's broadcast and cable networks and special events. Melle will continue to report to Bonner.
