NBCUniversal has named former Netflix executive Shannon Willett as Peacock’s first chief marketing officer, and former Hulu SVP Brian Henderson as the streamer’s first EVP of programming. Willett and Henderson both report to Peacock President Kelly Campbell.
Willett will be tasked with spearheading global marketing, brand management, creative, media planning, marketing operations, social, content marketing, subscriber growth and customer care. At Netflix, Willett ended her six-year career as VP of global marketing strategy and operations.
Henderson will oversee global content strategy, including licensing original, international and emerging content.
“Shannon is a fantastic strategic marketer with an incredible portfolio of brand-defining, best-in-class global campaigns, and her expertise will be critical to Peacock’s next phase of growth,” Campbell said in a statement. “And as a pioneer in the evolution of streaming content, Brian will be invaluable as we continue to expand our content offering and establish Peacock as the top general entertainment streaming service in the market.”
Peacock, which launched less than two years ago, has struggled to generate paying subscribers, ending 2021 with 9 million paid subscribers, and more than 24 million monthly active users. Netflix ended last year with 222 million subs, while Hulu had almost 41 million paid subs.