No matter your audience, good storytelling is the key to good communication. But how do you meet every audience, everywhere, in every moment? In this fireside conversation, Joe Benarroch, EVP of Communications, Global Advertising and Partnerships at NBCUniversal, will share how he and his team drive growth for their business and their partners with clear, consistent, and inclusive messaging. From simple, accessible narratives that resonate across the board to tailor-made strategies for every stakeholder, Benarroch will show us how he puts storytelling to work at NBCU… and how you could do the same.
EVP of Communications, Global Advertising and Partnerships
For more than two decades, Joe Benarroch has helped media, tech and agency companies shape their growth narratives and grow through storytelling. Now, he oversees communication strategy for NBCUniversal’s Advertising and Partnerships division—shaping messages, building trust, and opening industrywide dialogue for a 2000-person global division that generates more than $12 billion in revenue annually. As Executive Vice President of Global Communications, Benarroch works to make NBCU the leading voice in the $70 billion premium video ecosystem. Reporting to Chairman Linda Yaccarino, he collaborates across Comcast, NBCUniversal and Sky to unite the company’s monetization narrative for its entire portfolio of network, digital and streaming properties. Across every initiative, he guides his team to fulfill and expand NBCU’s partnership commitment through clear, inclusive and consistent communication for every audience, including employees, press, analysts, and partners from the Ad Council to the World Economic Forum. By elevating diverse perspectives, educating partners, and democratizing information, Benarroch has helped NBCU ignite both company and industry-wide transformation. As a member of NBCU’s Global Management Committee, his innovative comms strategy has positioned NBCU at the intersection of iconic entertainment and cutting-edge technology. The impact of his team’s work is clear: the 2022 Upfront was the largest in company history—powered by NBCU’s reputation as a growth engine for businesses of every size. That reputation is founded on transparency and partnership, the exact values Benarroch uses to lead and develop his team. Before joining NBCU, Benarroch served as Director of Corporate Communications for International Monetization and Small, Medium-Sized Businesses (SMB) at Meta. While there, he developed and advanced Facebook and Instagram’s international monetization communication strategy in more than 30 high-growth countries, contributing to the company’s almost $100 billion in annual ad revenue. He also shaped and advanced Facebook’s economic impact narrative, plus helped create Community Boost, a global program that helped hundreds of millions of SMBs leverage the power of free and ad-supported business solutions across Meta, while also providing millions of people with free digital skills training. In addition to his experience in media and tech, Benarroch spent over a decade in the agency and marketing world, including Discover, where he built brand and product communications strategies. He was a founding member of Interpublic Groups’ Media Holding company, Mediabrands, and before that, held leadership roles at Publicis Groupe’s Starcom and Leo Burnett. Benarroch lives in New York City with his husband, Mark Orsini, a literary agent, and their two kids, Marie Elizabeth and William. He is also the author of the children’s book, Rachel’s Dreams and Hats.