TF1 names new data and ad-tech chief

French broadcast group TF1 has named François Xavier Pierrel as chief data and ad tech officer, taking up the role as head of a new data ad-tech unit reporting into François Pellissier, deputy CEO for business and sport at the broadcaster.

François Xavier Pierrel

TF1 said that Pierrel’s arrival and the creation of the new unit was part of the group’s strategy of accelerating digital development and reinforcing its expertise in the area of data, CRM, analytics and ad tech.

Pierrel will be tasked with defining the data strategy best adapted to the ambitions of the group and putting in place a technology stack in line with the needs of advertisers and the development or the MYTF1 digital platform.

The new unit will have responsibility for managing TF1’s user data lake, all data science and analytics, ad serving and the optimization of TF1 Pub, the group’s ad sales arm, development and coordination of ad tech and TF1 Pub technology partnerships, ad decisioning within MYTF1, machine learning and governance and compliance of data.

Perriel has served as chef data officer at outdoor advertising giant JCDecaux since 2018, in charge of a team of 75 operating across 40 countries. He was previously director of data, DRM and social at car maker Renault.

“I am delighted to welcome François-Xavier within the business department of TF1 Group and I wish him full success in his new responsibilities. François-Xavier is a true professional and has developed in the course of his carrier a solid expertise, recognized in the market; he has all the qualities to lead all the activities relating to data and helping to drive the digital strategy fo the group. He will work in close collaboration with Sylvia Tassan Toffola, director-general of TF1 Pub and Clair Basini, deputy CEO in charge of business-to-consumer activities at TF1 Group,” said Pellissier.