UNIVERSAL CITY, CA, June 5, 2013—Universal Pictures President of Marketing Josh Goldstine today announced that Seth Byers has joined Universal’s marketing team as Executive Vice President Creative Strategy and Research. In this newly created role, Byers will work closely with Goldstine and Co-President of Marketing Michael Moses to maximize strategic execution of theatrical marketing 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 in the ever changing marketplace.

Byers came to Universal from Sony Pictures Entertainment where he most recently served as Senior Vice President of Worldwide Research. Byers was the lead research executive for worldwide theatrical research initiatives including brand management studies, positioning research, concept testing, focus groups, trailer testing, television spot testing and tracking. Partnering with Sony’s research agencies, he provided strategic guidance on franchise health studies and designed custom positioning studies identifying target audiences, key interest drivers, core story elements, themes, and characters for a multitude of Columbia/Screen Gems’ major franchises including Resident Evil, Underworld and Spider-Man. He was also responsible for several studies surrounding key industry business initiatives that helped guide the company. Byers started at Sony in 2005 as Manager of Worldwide Research and was promoted twice before becoming SVP in 2010. Byers began his career in the film business as a creative assistant at Miramax and New Line Cinema but quickly went in the direction of research and creative strategies.

For all of Deadline's headlines, follow us @Deadline on Twitter.