On Tuesday, measurement giant Nielsen announced that Sacha Weinberg is joining the audience measurement company as svp, brand marketing and strategy.
Reporting to Carole Robinson, Nielsen’s chief communications and brand marketing officer, Weinberg will be in charge of the company’s brand marketing strategy, guiding it and driving growth through creative product rollouts. She will also oversee Nielsen’s content, social, web, and events teams.
“Sacha has a proven track record of forging successful brand strategies for the most respected companies in the world,” said Robinson. “She’s joining us at the perfect time, as we’ve built momentum around our next generation of products for TV, sports, and live streaming.”
Weinberg was most recently with Amazon Prime Video, where she oversaw global brand and creative strategy. She also played a key role in accelerating increased customer acquisition, retention, and loyalty.
“Nielsen’s legacy is unparalleled in the audience measurement space, and this is an exciting time to tell its story in fresh, meaningful ways,” said Weinberg. “I’m eager to partner with this talented team to create dynamic, future-focused strategies that reflect the power of Nielsen’s data and the impact it has on the media industry every day.”
Outside of Prime Video, she has also worked at Starbucks, Nike, Mattel, and Walt Disney Home Entertainment.
Weinberg’s appointment comes at a time when Nielsen faces competition in the audience measurement space.
In July, the U.S. Joint Industry Committee (JIC) announced the completion of its mid-term audit, evaluating enhancements to Comscore, iSpot, and VideoAmp as certified currencies of record ahead of the 2025-2026 broadcast TV season.
Nielsen also hit some hurdles in the most recent upfront season with its panel+big data offering, which combines Nielsen’s traditional panel with data from cable, satellite set-top boxes, and smart TVs across 45 million households and 75 million devices. Media buyers have grumbled to ADWEEK about the offering’s inconsistencies, which have led to delays and disruptions in upfront negotiations.
However, Nielsen has urged advertisers to be patient as the enhanced product becomes the company’s official currency.