Laurel WeirExecutive Vice President and Head of Strategic Insights and Research at MTV Entertainment Group
Laurel Weir is Executive Vice President and Head of Strategic Insights and Research for the MTV Entertainment Group (MTV, Comedy Central, Paramount Network, VH1, TV Land, CMT, Pop and Smithsonian) at ViacomCBS.
In her role, Weir is tasked with thought leadership, shaping brand strategy & content execution and oversees all research efforts - including consumer insights, culture & trends and multiplatform analytics - to inform development, content strategy, marketing, creative and more.
During her tenure at Viacom, Weir has cultivated forward thinking thought leadership initiatives for each brand. At MTV, Weir led a comprehensive study on Gen Z to inform brand strategy for the youth entertainment brand. She also oversaw research efforts for Comedy Central hits “Broad City”, “Crank Yankers” and “Awkwafina” among others.
While at Paramount Network, Weir played a significant role in the positioning, targeting, messaging and launching of the highly rated scripted drama series “Yellowstone”. At TV Land, Weir made her mark as a lead strategist behind its pivot to original programming, including the smash-hit series “Younger”. Her incredible impact led Emmy-winning writer-producer Darren Star to write her into an episode of Season 6.
Her work has earned her several industry recognitions, including a David Ogilvy Award for Excellence in Advertising Research. In 2019, Weir was named one of the Top Women In Media by Cynopsis.
Weir began her career at CBS where she held various positions within Research and was responsible for measurement and analytics of the broadcast and cable landscape.