Nine has tapped Julia Edwards as its new director of programmatic sales, tasking her with driving growth across BVOD, audio, and publishing.
Edwards joins from Uber Advertising, where she led Strategic Verticals and CPG, and will now oversee Nine’s programmatic team, focusing on sales strategy, revenue growth, and market expansion across 9Now and the network’s digital assets.
She reports to Nick Young, who is the commercial director – digital. Of Edwards’ appointment, Young said: “I am thrilled to welcome Julia to Nine. With her depth of experience across the media industry and expertise in the programmatic space, she will be pivotal in driving our business forward across 9Now, Publishing and Audio.”
Nick Young, Nine’s commercial director – digital.
Regarding her appointment, Edwards said: “I’m thrilled to be a part of Nine’s growth, helping connect programmatic advertisers with premium inventory across Nine’s video, audio, and publishing assets. Together, we will be focused on driving transparency, collaboration, and effectiveness in the dynamic world of total media.”
With deep industry experience, Edwards has held leadership roles at Yahoo, Foxtel’s MCN, Seven, and Everguide, making her a key player in Nine’s digital push.
Edwards’ appointment comes off the back of the company’s announcement that Amanda Laing would take over as managing director of the streaming and broadcast division, bringing together Stan, 9Now, Broadcast Television, and Radio, as the group accelerates its strategic transformation with an operating model reset and a new executive team.
Amanda Laing, Nine’s managing director of the streaming and broadcast division.
The network’s refreshed operating model will more effectively leverage the Group’s portfolio of premium media assets, simplify business operations, reduce duplication, and provide greater accountability.
The updated operating model will help deliver the Group’s Integrated Audience Platform strategy while strengthening Nine’s operational and financial performance. It will underpin Nine’s plan to reduce its cost base by a further $50 million in FY25 and enhance profitability through greater utilisation of the business’s premium assets.
As part of Nine’s strategic transformation program, the business will be streamlined into three consumer-focused divisions: Streaming and Broadcast, Publishing and Marketplaces.
Pictured: Julia Edwards