Nine has reshuffled its leadership team with Nick Young appointed as executive director of advanced trading and digital commercialisation and Nathan Patrick being promoted to commercial director, metro and regional TV.
The structural evolution brings sales operations, trading and digital product together under Young’s leadership to remove operational friction, align product and data strategy directly with sales execution, and accelerate digital commercialisation across Nine’s multi-platform assets.
Patrick’s expanded role, reporting to Young, aims to unify metro and regional TV to create a streamlined approach to broadcast sales, whilst partnering with Tina Andrew who will continue to drive Streaming sales to deliver a coordinated commercial strategy across national markets alongside Nine’s State Sales Directors.
The unified department will drive the expansion of programmatic sales across BVOD, SVOD, and Publishing, while centralising Nine’s ad-tech infrastructure to accelerate its advanced trading capability. It will also combine trading operations to optimise inventory, drive commercial data strategies, and serve as the strategic link between sales, product & tech, finance, powered, QMS and media agency partners.
Nine chief sales officer Matt James said the structural evolution reflects Nine’s commitment to providing a friction-free, advanced trading ecosystem for agency partners and advertisers.
“As our business continues to transform around a single, connected Australian-owned Sofa to street network proposition that we showcased at our 2027 Upfront, we are deliberately evolving the way we lead critical parts of our commercial operation to deliver one door in with a world of possibilities,” he said.
“Integrating our trading, sales operations, and digital product capabilities under Nick’s proven leadership allows us to align our product and data strategy directly with sales execution. It removes administrative friction, centralises our technology stack, and accelerates our ability to deliver advanced, outcomes-based trading across the business.
“Equally, bringing metro and regional TV together under Nathan simplifies our total Broadcast proposition for clients, creating a unified strategy across every market in Australia. Both Nick and Nathan are exceptional commercial leaders, and these expanded roles position our team to drive significant growth for our clients and our network.”
Young said: “I am excited to take on this expanded role as we build out Australia’s most advanced, automated, and accountable media trading environment.
“Bringing our ad-tech systems, inventory management, data strategy, and digital product together under one roof gives us an incredible opportunity to streamline how agencies trade with Nine. It allows us to innovate faster, optimise our total inventory pool, and deliver transparent, closed-loop ROI for our partners across every screen.”
As part of the structural changes, Nine has also promoted Carly Astone to the newly created role of sport commercial director – Melbourne, reinforcing the network’s commercial leadership in Australia’s sporting capital ahead of its expanded 2027 sports slate.
Supporting this connected ecosystem, Carly Astone steps into her new role to lead Nine’s Melbourne Sport commercial team while taking national responsibility for the end-to-end commercial strategy across key marquee sports properties.
Nine national commercial director of sport, Andrew Cann, added: “As Nine supercharges its live sports rights ecosystem, connecting Australia’s most iconic codes from total television to out-of-home, Carly will play a critical role in driving commercial growth for our partners locally and taking national stewardship of key sports assets.”
