Former Mediacom chief investment officer, Nicole Prior, starts at UM as chief media partnerships officer

Nicole Prior (nee Turley) has started at IPG Mediabrands media agency UM as chief media partnerships officer.

The position – which she accepted in late 2019 for a 2020 start, before IPG Mediabrands announced a hiring freeze and reduced hours in response to COVID-19 – sees her join UM’s national leadership team. She will be responsible for leading the “development of future media trading models that focus on clients’ business outcomes”.

Prior has had a 20-year career in media, most recently as chief investment and growth officer at Mediacom, a position she departed from in April last year. She spent five years at the Group M agency, following stints as Starcom’s national investment director, Ikon’s national trading director, and in sales roles at Ten and Seven.

After leaving Mediacom, Prior spent the past year consulting for a number of companies and industry bodies, including the Media Federation of Australia (MFA), Boomtown and Think TV. UM said this opportunity allowed her to “reflect on broader media development, such as what makes the industry great and what makes it tough, while also planning her areas for personal and professional growth”.

CEO Fiona Johnston added that Prior’s successes and challenges make her well-placed to lead UM’s growth in “this new phase of her career”.

“UM has seen such an evolution and it is one we want to continue, especially as our world continues to change, and challenge us too,” Johnston said.

“Nicole has run many paths and seen as many challenges as us all, and so I am delighted to have her experience and presence in this new phase of her career and UM’s growth. We face many challenges post bushfires, floods and COVID – and Nicole’s resilience will help us rise to this.

“She will partner [with] Andrew Murray, our national head of trading, to bring the best and most exciting work we can for our clients and be an important mentor for our brilliant teams.”


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