Jamie Moldafsky has been named chief marketing and communications officer at Nielsen Holdings plc, the company said Monday.

Moldafsky comes to the ratings firm from Wells Fargo Bank, where she oversaw marketing for nine years before the bank decided to eliminate the role. In that position, she was responsible for global brand strategy and management, product marketing, media, research and analytics, meetings, events, and sponsorships and reputation.

Prior to that, she held senior marketing roles at such firms as American Express, Charles Schwab and Whirlpool Corp., where she was general manager of the KitchenAid brand.

Nielsen, which is known for providing TV ratings, is working to change its business model to adapt to current shifts in audience behavior. As part of that evolution, Moldafsky will work to reshape Nielsen’s brand and product presence.

“We’re thrilled to welcome Jamie to Nielsen. She is a seasoned marketing and communications professional with experience in a range of industries, and invaluable expertise in marketing and communications,” said David Kenny, CEO of Nielsen, in a statement. “Jamie’s ability to apply best-in-class marketing solutions, engage in thought leadership and deploy successful strategies for reputation management will help us accelerate our partnerships with the industry and turbocharge the next era of Nielsen’s business.”

In October, Nielsen split itself into two parts: Nielsen Global Media and Nielsen Global Connect. Earlier this month, it announced the sale of its consumer packaged goods measurement unit, Nielsen Global Connect, to private equity firm Advent International. The $2.7 billion sale is expected to close in the second quarter of 2021.

READ MORE: MediaPost, Adweek

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