Set to oversee all
advertising analytics and data-driven thought leadership, Shari Cleary has been named BuzzFeed’s senior vice president of research and insights.
Cleary joins BuzzFeed from Comedy Central, where she was senior vice president of strategic insights and research, a role which also saw her overseeing analytics and consumer insights across digital and linear platforms.
In her role at BuzzFeed, Cleary will work with the company’s video network to ensure brands engage targeted audiences with meaningful campaigns. She will also spearhead efforts to institute accurate and standardized distributed measurement that reflects the company’s cross-platform audiences.
“My focus is always on what is best for our audience and our partners,” Cleary told Publishers Daily. “It is a guiding principle ... we can leverage those insights to connect our partners with the right platforms and products today and plan for the future."
Cleary joins the company following wide layoffs and restructuring earlier this year. At the time of the layoffs, the company said it would invest in more profitable areas, such as content licensing and ecommerce.
“BuzzFeed has a culture of experimentation, we call it ‘testing and learning,’ and I believe research is an integral part of experimentation at all phases,” she added. “Data is driving creativity and experimentation as BuzzFeed tests new formats and content and as the media industry and advertising continues to evolve.”
Based in BuzzFeed’s New York offices, she reports to CRO Lee Brown.