Weather Restructures Ad Sales to Unify Cable and Digital

Focuses on Data and Tech-Driven Ad Sales Strategy

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Weather Company is restructuring its ad sales team as it looks to refocus its efforts around data and a technology-centered sales strategy, the company said on Tuesday.

As part of the restructuring, Weather is aligning its sales team under one umbrella, dissolving sales teams that had been dedicated to individual platforms such as cable and digital. Eric Hadley will lead the combined domestic sales, sales strategy, solutions and ad sales marketing team across all platforms. Mr. Hadley, who previously served as senior VP-sales strategy and marketing, will continue to report to Curt Hecht, chief global revenue officer for the Weather Company.

Mr. Hadley said the goal is to present clients with a "weather strategy," rather than a sales plan for individual platforms, noting consumers generally engage with Weather on multiple devices.

Over the past two years, Weather has been revamping its sales strategy to be able to sell ad inventory based on weather and location data through its WeatherFX tool. The company has been able to identify correlations such as a link between three below-average temperature days in Chicago and an increase in beer sales soon after, for example, and now offers to help brewers factor weather and location into their marketing schedules.

Procter & Gamble's Pantene Pro-V has used WeatherFX to buy humidity for the launch of its Argan Oil products, feeding an ad for the product to women who were living in areas expected to be humid, the company said.

The goal is to help advertisers identify when they should promote and what products they should advertise based not only on current weather conditions but the forecast for upcoming days, Mr. Hadley said.

Vikram Somaya will continue to serve as general manager of WeatherFX, and will add oversight of all advertising products and technology to his purview. In this role, Mr. Somaya will be charged with building a suite of location-based triggers to WeatherFX, as he has done with weather-based triggers.

Jeremy Steinberg will oversee domestic ad sales across all screens as senior VP-direct and automated ad sales, reporting to Mr. Hadley. Mr. Steinberg previously served as senior VP-digital ad sales.

D.J. Reali will now oversee all advertising agency partnerships for the company in the newly created role of senior VP-ad sales and agency partnerships, reporting to Mr. Steinberg. Mr. Reali previously served as senior VP-multi-platform sales and brand integration.

Karen Marderosian, who serves as VP-regional manager, Detroit ad sales, will expand her role to oversee the company's mid-market sales team; Sean Kearney has been promoted to VP-ad sales, Chicago, and Dan Owen has been promoted to VP-ad sales, West Coast; each had been director.

Additionally, Mr. Hecht, the chief global revenue officer, has expanded his role to include global business development.

As part of the restructuring, about 10 employees were laid off, including Chris Raleigh, senior VP-cable and cross-platform ad sales, and Eric Gronemeyer, VP-western region manager, ad sales, the company said.

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