More executive moves are happening inside Beacon Media Group.

Beacon Media, the paid media division of the agency, has revealed a pair of executive appointments that are designed to further foster the company’s expanded digital capabilities in media strategy, planning, and activation while broadening its programmatic buying capabilities.

“Over the past three years, Beacon Media has transformed itself into a digital media powerhouse by hiring top talent, investing in technology, and delivering incredible marketplace results,” says Kathleen Campisano, Global Chief Marketing Officer & General Manager of Beacon Media.

Samantha Mefail has been promoted to Vice President of Digital Strategy & Planning while Michael Pierre steps into the newly created role of Vice President of Digital Activation & Reporting.

In her new role, Mefail will be charged with “cracking the code” within the ever-changing digital landscape. She will lead the Beacon Media digital team in strategy and planning in support of client goals with a focus on marketplace trends, monitoring emerging platforms, and media mix allocation

Related: Stay on the Pulse of Play with ‘The BIG Toy Book’ in 2023

In his new role, Pierre will oversee ongoing optimization and day-to-day activities for all digital campaigns to meet campaign goals and objectives. He will also lead the programmatic team and partnerships with ad tech partners, tasked with innovative thought leadership around audience strategies, data applications, and campaign optimization.

According to Beacon, the enhanced programmatic offerings will increase control and transparency, expedite campaign launches, provide more options to effectively reach audience targets, and garner the most efficient rates for clients.

Last month, Beacon Media Group revealed a leadership expansion across its communications division that followed a recent partnership with Flint & Steel.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.