Seth Byers has joined Universal’s marketing team as evp of creative strategy and research. 

In the newly created role Byers will work closely with Universal Pictures president of marketing Josh Goldstine and co-president of marketing Michael Moses to bolster campaigns through “analysis, synthesis and unification of market research, creative advertising strategies and new media analytics.”

Byers will also collaborate with NBCUniversal and Comcast on cross-company research and analysis pertaining to film marketing and business strategies.

He previously served as svp of worldwide research at Sony Pictures and joined the studio in 2005 as manager of worldwide research and was promoted twice before becoming svp in 2010. He began his career as a creative assistant at Miramax and New Line Cinema.

“Seth’s analytical rigour, creative sensibilities and strategic expertise make him the perfect compass in our continued journey to create the most effective, cutting-edge marketing campaigns for all of our films,” said Goldstine. “We’re tremendously excited to integrate an industry leader like Seth into our amazing group of marketing professionals.”