PR Veteran Jeff Tobler Joins Universal TV Entertainment as Senior VP of Awards and Integrated Communications (EXCLUSIVE)

After roaming the world with Expedia, Jeff Tobler is coming home to the warm comforts of television. Variety has learned that Tobler has been tapped by Universal Television Entertainment to return to the land of the small screens and TV peaks as senior VP of awards and integrated communications.

It’s a homecoming of sorts for Tobler, who began his career as a coordinator at NBC Entertainment before moving on to a lengthy career at Warner Bros. Television Group. Most recently, he was VP and head of global media and talent relations, plus influencer marketing, at Expedia Group Brands — which includes Expedia, Vrbo and Hotels.com.

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At Universal, Tobler will be tasked with coming up with campaign strategies by finding ways for divisions across the company to collaborate. He will start his new gig on Jan. 19 and report to Tracy St. Pierre, executive VP, communications, Universal Television Entertainment Group.

“I’ve known Jeff for over 20 years, and from day one I’ve been inspired by his creativity, innovative approach to campaigns and the long‑standing relationships he’s built across our industry,” St. Pierre said in a memo to staff. “We started together at NBC Entertainment as coordinators before his career path took him to Warner Bros. Television, so it’s a full‑circle moment to welcome him back to the NBCU family. Culture and collaboration are core to how we work, and Jeff shares those values.  He also brings a rare blend of awards experience, a communications background, and a track record of integrated collaborative campaign storytelling.”

Besides NBC, Warner Bros. and Expedia, Tobler’s career includes a stint as chief marketing officer at Ava DuVernay’s Array, where he handled marketing, press strategy, social and brand partnerships across Array Filmworks, Array Releasing and Array Alliance. While there, he worked on partnerships including one with Ben & Jerry’s, which led to DuVernay’s “Lights, Caramel, Action” ice cream flavor.

He joined Array from Warner Bros., where he was senior VP, TV publicity, communications and social media at Warner Bros. Worldwide Television Marketing. While there, he oversaw publicity and social for more than 70 scripted series, as well as relationships with key producers like Chuck Lorre, Greg Berlanti, John Wells and JJ Abrams. His credits include countless launches and awards campaigns, helping create DC FanDome and helping launch Array Crew. He also started the studios first “Social Media Code of Conduct” to protect talent and creators.

St. Pierre points out some of Tobler’s memorable campaigns: “From the ‘Friends’ 25th anniversary global celebration (yes, the orange couch at landmark sites including the Grand Canyon) to conceiving and producing the sold out SXSW Six Degrees of Kevin Bacon panel, and the history-making ‘The Big Bang Theory’ handprint ceremony at the TCL Chinese Theatre, which marked the first time a TV series was honored, Jeff has consistently turned shows into shared cultural events,” she wrote. “He also champions meaningful moments like Chuck Lorre’s series ‘Mom’ being included at the 2016 White House Champions of Change honors because of the show’s impact in raising awareness about substance abuse and the challenges of recovery.”

Tobler first joined Warner Bros. in 2011; before that, he was at The CW and its predecessor, The WB (which he joined in 2004; coincidentally, he hasn’t aged since then). Tobler also serves on the boards of non-profit organizations Little Free Library, which aims to expand global book access, and Array Alliance, which focuses on social justice through art. Somehow he also found time to co-found the app Social Agent.

“Jeff is a trusted mentor and advisor to executives, talent, and colleagues from across the industry,” St. Pierre added. “In this role, Jeff will partner with me and our comms leaders to look for opportunities to collaborate across divisions and create integrated campaign strategies.  He shares our vision of creating conversation‑leading moments throughout the year for our series and elevating the profiles of our brands and our creative partners.  I look forward to his creativity and ingenuity powering our efforts across the Universal Television Entertainment portfolio while continuing to build on the culture of collaboration that makes this team special.”