Award-winning media researcher Pat Pellegrini, has joined global research firm GfK as executive vice-president of two key teams: Media and Entertainment, and Digital Market Intelligence.
In his new role, Pellegrini will lead GfK’s North American efforts in areas such as new media technology, cross platform measurement, online purchase journeys, advertising effectiveness, mobile marketing, second-screen interactive/social TV, and audience measurement.
He will also help create connections for GfK’s media clients to the firm’s experts in branding, customer experiences and loyalty, strategic innovation, and other key marketing disciplines.
“Pellegrini is a recognized thought leader in digital and ‘traditional’ media alike, with a clear understanding of clients’ most pressing measurement issues,” says Holly Jarrell, chief client service officer of GfK Consumer Experiences North America. “As analytics, dashboards, programmatic buying, and other key trends continue to transform the marketing landscape. Pat’s deep expertise and insights will help us bring the right mix of innovative media products and capabilities to market.”
Pellegrini was recently vice-president content and product management at The Weather Network (Pelmorex Media Inc.). He earlier was vice-president, international research, for comScore, where he led international digital media measurement proposals for the coveted ‘preferred vendor status’ in the U.K. and Spain. In addition, Pellegrini has held key positions at Arbitron and TNS Media Research.