DIRECTV, a leading provider of digital television entertainment, announced Monday that Adam Braff has joined DIRECTV as senior vice president of Business Analytics, reporting to Paul Guyardo, EVP, Chief Revenue & Marketing Officer.
Braff, former head of Customer Data & Analytics at JP Morgan Chase, will oversee in-depth analysis and insights of U.S. subscriber dynamics to drive continued enhancements in the acquisition of subscribers, customer loyalty, lifetime value, programming negotiations, and the optimization of DIRECTV Everywhere and DIRECTV’s Addressable Advertising Platform.
“It’s exciting to be at a company that realized the power of customer analytics and big data to win in the TV marketplace long before competitors started to catch on,” said Braff (pictured above).
At JPMorgan Chase, Braff built a team responsible for optimizing the use of customer data across all of Chase’s consumer businesses to enhance marketing, risk, anti-fraud, customer experience and operations decisions.
Prior to Chase, Braff spent ten years at McKinsey & Company, where he co-founded the North American Customer Experience practice.
Braff began his career as a lawyer for Hogan & Hartson (now Hogan Lovells) after earning his J.D. from the University of Virginia, where he served as executive editor of the Virginia Law Review.
He also holds an A.B. degree in linguistics from Brown University and began his undergraduate work at the Massachusetts Institute of Technology.