Viacom tabs Schireson as new chief data officer

Kern Schireson. (Viacom)

Viacom has promoted Kern Schireson to executive vice president and chief data officer.

The data chief position is new and it will have Schireson in charge of expanding Viacom’s capabilities across domestic and international business, including its television, theatrical, events, consumer products and digital business units. Schireson will report directly to Wade Davis, executive vice president and chief financial officer of Viacom.

The company intends to have Schireson help in globally extending its data-driven ad platform Vantage, accelerating the growth of advanced data science at Paramount, building a foundation to incorporate new uses of data in Viacom’s Events and Consumer Products businesses, and forging data-based partnerships for Viacom across the digital and social ecosystems, according to a news release.

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“As we look to the future of Viacom, it is absolutely clear that our deep data and analysis expertise will play a critical role in growing our company and unlocking the full power of our incredible portfolio. Kern has assembled a consumer intelligence team that is second to none in the media and entertainment industry, and I could not be more excited by the opportunity to leverage our unique capabilities across each of our brands,” said Viacom CEO Bob Bakish in a statement.

“Viacom is already leading the industry when it comes to data-enabled marketing solutions. I am looking forward to advancing our leadership, while enabling new data-driven innovation across our business. There are so many places where we can support our world-class brands with advanced capabilities that enhance audience experiences, extend our leadership in new platforms, enable innovative partnerships, and drive real value across the portfolio,” said Schireson in a statement.

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Schireson’s promotion comes after he previously served as Viacom’s executive vice president of data strategy and consumer intelligence. He helped launch Vantage and Viacom’s 2016 Datafront, an industry event focused on data strategy.

Since taking the reins at Viacom and eventually unveiling his new core network strategy, Bakish has made a number of executive hiring and shifting moves.

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