Hadden Named NBCU Digital Marketing Head

Patricia “Parra” Hadden has joined NBCUniversal as SVP and head of marketing for digital enterprises. In this role, Hadden will lead the marketing, branding and customer acquisition strategies for the newly-created digital enterprises organization. She is based in New York and reports to Evan Shapiro, EVP of digital enterprises.

“Patricia is an enormously talented exec, whose experience is a perfect blend of TV and tech,” said Shapiro. “Her insights and leadership will be key to building the new content experiences we hope to offer the next generation of media consumers.”

Hadden joined NBCUniversal from Shazam where she was global CMO responsible for the marketing and communications strategies and leading user engagement for the company. Prior to Shazam, she was at OUYA where she was the CMO for the gaming start-up.

Before that, Hadden was head of content marketing at Hulu where she led global brand strategy, original series campaigns and launched new products such as Hulu Latino and Hulu Japan.

She was also part of the digital network distribution team at HBO, where she was instrumental in the implementation and marketing of entertainment products including HBO On Demand and HBO GO.

Hadden is a graduate of Middlebury College and holds an MBA from Columbia University.