Priscilla Aydin

Vice President, Media Engagement, Insights & Research, Advertising and Partnerships at NBCUniversal

Priscilla Aydin is Vice President of Media Engagement, Insights & Research within NBCUniversal’s Advertising and Partnerships division. Specifically, Aydin leads the Media Engagement team with a focus on amplifying the value and impact of premium video content, NBCU’s IP and sponsorships, consumer engagement, and fandom of entertainment content.

With a strong background in social science, Aydin's passion lies in dissecting consumers' mindsets through standard and complex methodologies, and translating data into compelling narratives, all with an eye towards what it means for advertisers. In her current role, Aydin's work not only focuses on understanding media engagement and sponsorship effectiveness, but also aims to create demand for NBCU content and supports sponsorship measurement to demonstrate value to advertisers.

Prior to joining NBCUniversal, Aydin held the role of Group Director of Primary Research & Insights at Omnicom Media Group. There, she led large research initiatives from inception to analysis surrounding research topics including viewer journeys, content consumption, streaming video, generational marketing, COVID-19, cultural insights, and some of the most talked about trends. Her work included insights across a variety of product categories, servicing a large portfolio of clients.