Patricia Hadden
Patricia Hadden
Senior Vice President, Marketing Direct to Consumer, NBCUniversal

Sessions: Morning Keynote - A Conversation with Kathleen Finch, and Ask Me Anything
Patricia (Parra) Hadden is Senior Vice President of Marketing for NBCUniversal’s Direct to Consumer business. In this role, Hadden is responsible for all aspects of customer acquisition, engagement and retention for NBCUniversal’s upcoming streaming service. She also spearheads strategic marketing partnerships with distribution and technology platforms to support the growth of the new offering.

Previously, Hadden was Senior Vice President of Audience Development and Partnerships for NBCUniversal Digital Enterprises, where she was responsible for growing viewership and monetization for NBCU’s content on existing and emerging digital platforms. She also managed the company’s relationships with key digital partners Snap, BuzzFeed and Vox. With more than 15 years of experience in consumer marketing for entertainment and digital brands, Hadden joined NBCUniversal in 2015 where she was responsible for creating SVOD channel brands, customer acquisition and retention, user experience and series marketing.

Prior to joining NBCUniversal, Hadden was Global Chief Marketing Officer of Shazam, where she was responsible for driving the brand vision, crafting communications strategies and leading the overall marketing function for the company. Before Shazam, Hadden served as Chief Marketing Officer of OUYA, popular gaming start-up and Kickstarter darling. Additionally, Hadden has extensive experience with television and video marketing from her time at Hulu as Head of Content Marketing and at HBO, where she was instrumental in the implementation and marketing of revolutionary entertainment products including HBO On Demand and HBO GO.

Hadden is a graduate of Middlebury College and holds an MBA from Columbia University. She lives in New York with her husband and four children.