Peacock Taps Zaid Al-Asady To Lead Brand Creative

Katie Campione

6 December 2023 at 4:16 pm·1-min read

Peacock has tapped Zaid Al-Asady as Executive Vice President, Brand Creative and Marketing.

In his new role, Al-Asady will lead brand strategy for the streamer to set the vision for the brand. Al-Asady will also have oversight of Peacock’s social team and will be responsible for driving the Peacock brand in sports.

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Reporting to Shannon Willett, he is the first hire under Chief Marketing Officer’s organizational restructure.

“Zaid is an accomplished storyteller who masterfully balances highly strategic thinking with creative execution in all aspects of his work,” said Willett. “His remarkable achievements throughout a diverse career make him the perfect addition to our leadership team, as we continue to craft and elevate the Peacock brand vision.”

Al-Asady most recently served as Vice President of Creative at Noom, leading a team of fifty experts tasked with shaping the brand, growth marketing, and tech product strategies for the popular health-tech platform.

Prior to his time at Noom, Al-Asady held the position of Senior Vice President, Creative at Illumination Entertainment where he oversaw global theatrical marketing, brand partnerships and product collaborations for iconic franchises such as the Minions, the Grinch, Sing, and the Secret Life of Pets. His purview extended beyond traditional campaigns, delving into digital, social, and experiential activations.

Al-Asady’s career trajectory has also included significant roles at top brand and creative agencies including Wieden + Kennedy, Mother, Leo Burnett, and Deutsch LA, contributing to award-winning campaigns for brands like Nike, Samsung, Volkswagen, Diageo and Uber. Hailing from London, he currently resides in Los Angeles.

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