TVB Names Hadassa Gerber SVP-CRO

TVB today named Hadassa Gerber the trade association’s senior vice president, chief research officer, effective immediately.

Gerber brings more than 30 years of media research experience and agency expertise to her new role at TVB. Gerber has worked with numerous blue-chip companies, agency executives and brand managers over the course of her career.

“Hadassa will be instrumental in helping the TVB extend its core research capabilities while introducing new concepts to aide our customers with their media purchasing decisions by quantifying the value of local broadcast television’s role as the most influential advertising medium,” said Steve Lanzano, TVB president-CEO.

Gerber joins TVB from the Syndicated Network Television Association (SNTA) where she was the director of research and systems for 12 years. Prior to joining SNTA in 2002, she spent 20 years in several senior and executive director roles for leading advertising agencies including Y&R, Media Edge, DeWitt Media, Wells, Rich Greene and McCann-Erickson.

Gerber has experience across all facets of the media services industry including strategic planning, media research, budgeting, targeting, creative, channel selection, and scheduling.

Gerber earned a master’s degree in marketing and bachelor’s degree in marketing/advertising (magna cum laude) from Baruch College. She is a member of the Council for Research Excellence and serves on the CRE’s Media Consumption and Engagement Committee.