Netflix is shaking up its ads leadership.
Jon Whitticom, a prominent Netflix exec who helped build the streamer's advertising business, is leaving the organization, according to a memo viewed by Business Insider.
Advertising president Amy Reinhard shared the news with staff last week, saying she had "decided to part ways" with Whitticom. She added that ads product exec Marc Heneghan would lead the unit on an interim basis while a search is conducted for Whitticom's replacement.
"At Netflix, we expect our leaders to build and maintain trust, share context generously, collaborate cross-functionally, and cultivate an environment where people can do their best work," she wrote. "Jon and I have discussed these needs directly over time, and my decision reflects this standard now and going forward."
The ads business is one of the key levers Netflix is leaning on for growth, along with live sports and creator content, as Wall Street worries about the streamer's US engagement growth slowing. The company said this year that in countries where it offers an ads tier, more than 60% of new subscribers choose its cheaper, ad-supported plan.
Whitticom, Netflix's VP of ads product, started as an ad platform advisor in early 2023. His appointment was closely watched because of its potential to help Netflix decide how to level up its then-nascent advertising business. He previously was chief product officer at Comcast-owned ad startup FreeWheel.
Under Whitticom, Netflix built out its ad tech and enabled advertisers to buy its ads through other companies like Google, The Trade Desk, and Magnite. The buildout has also had bumps along the way, with multiple leadership changes and competing internal visions over how to grow the business.
"Speed got us from zero to one," Reinhard wrote in her memo. "Getting to what's next means knowing when to move fast and how to do it together."
Netflix has said it expects to hit $3 billion in ad revenue this year, nearly doubling its 2025 haul. The company is also introducing new ad formats and expanded ways for advertisers to buy inventory, Reinhard said in an announcement concluding its Upfront sales process, where TV companies pitch big advertisers for extensive ad deals.
Here's the full memo from Reinhard:
Team,I wanted to let you know about a leadership change I'm making to better reflect the needs of the business and the growth ahead in Ads.After careful consideration, I've decided to part ways with Jon Whitticom, and today will be his last day. Jon helped build Ads Product from the ground up and led the launch of the Netflix Ads Suite last year, a major milestone for our business and Netflix. I'm grateful for all his contributions over the past two-plus years.At Netflix, we expect our leaders to build and maintain trust, share context generously, collaborate cross-functionally, and cultivate an environment where people can do their best work. Jon and I have discussed these needs directly over time, and my decision reflects this standard now and going forward. Speed got us from zero to one. Getting to what's next means knowing when to move fast and how to do it together.Marc Heneghan will lead Ads Product on an interim basis while I immediately begin an external search for a new leader. All of Jon's directs will now report to Marc.There's never a good moment for a change like this; I know it often carries risk and disruption. But I also know this team is resilient and our foundation is strong. What isn't changing are our priorities as a business, or my confidence in this team's ability to stay focused on the bigger picture and maintain our momentum on our near-term deliverables.I will host separate sessions with the Ads Product team and the Ads Platform teams to talk through our path forward and answer any questions. Those teams should look out for a calendar invite to join a session.Please join me in thanking Jon and wishing him the best in the future.Best,Amy
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Lucia Moses covers the media and entertainment business, with a focus on how creators build businesses, how media companies intersect with creators, and how marketers adopt entertainment tools. She's broken stories about MrBeast's ambitions, Google's movie initiative, and Netflix's push into podcasts.She previously reported on media and managed teams at Digiday and Adweek.
