In her role, Weir is tasked with shaping the brand strategy of the new premium network and oversees all research efforts — including consumer insights, trend forecasting, and multiplatform measurement — to inform development, programming, marketing, creative and more. In addition, Weir is responsible for Strategic Insights & Research for cable brands TV Land and Comedy Central.
Weir joined Paramount Network from MTV where she most recently served as Senior Vice President of Strategic Insights and Research and led all research efforts for the youth entertainment brand – including a comprehensive study of young Millennials and Gen Z she initiated to inform the reinvention of the brand.
Prior to MTV, Weir was part of the Viacom Kids and Family Group, where she served as Senior Vice President of Strategic Insights and Research, overseeing research for adult-focused networks TV Land, CMT, and Nick-At-Nite. In her role, she was responsible for developing and cultivating research on the competitive adult marketplace and television landscape. She also oversaw program, brand, and consumer insights, as well as multiplatform analytics.
Earlier, Weir served as Senior Vice President of Strategic Insights and Research at TV Land, which she joined in 2002. During her tenure at the network, Weir made her mark as a lead strategist behind its rebrand and pivot to original programming. She was critical in developing audience targets for the network’s current slate of comedies, including “Younger” and “Teachers.” Her work at TV Land earned her several industry recognitions, including a David Ogilvy Award for Excellence in Advertising Research.