OUTFRONT Appoints Former Twitter Executive Stacy Minero as Chief Marketing & Experience Officer

Abhi Vyas Joins from Verizon as VP, Performance Marketing

NEW YORK, Dec. 1, 2025 /PRNewswire/ — OUTFRONT Media (NYSE: OUT), one of the largest and most trusted out‑of‑home media companies in the United States, announced two senior hires: Stacy Minero as Chief Marketing & Experience Officer and Abhi Vyas as Vice President, Performance Marketing. The appointments were made by CEO Nick Brien as the firm pushes ahead with its “in‑real‑life” (IRL) marketing strategy.

“Stacy brings deep expertise in brand building and cross‑platform storytelling, along with a sharp understanding of how media, marketing, and technology intersect to shape modern brands,” said Brien. “Her experience will accelerate OUTFRONT’s leadership in IRL marketing and help brands connect with communities in meaningful, real‑world moments.”

Minero’s career has centered on creative innovation and the creator economy. At Epic Games, she helped craft the global marketing strategy for Unreal Engine, launching cross‑industry campaigns that highlighted the platform’s role in entertainment, design, and live experiences, driving both product adoption and revenue growth. At Twitter, she founded and led Twitter ArtHouse, a program that elevated creators and positioned the platform as a hub for video and global conversation, contributing to advertising revenue. Earlier roles at Mindshare and Mediavest saw her orchestrate integrated campaigns for American Express, Coca‑Cola, P&G and Hershey, blending TV, digital, social, out‑of‑home and experiential elements to create high‑impact brand moments.

Joining from Verizon, Abhi Vyas is a digital‑marketing executive known for marrying AI‑driven personalization with robust data analytics. At Verizon, he built programmatic advertising solutions that leveraged real‑time audience signals to improve targeting efficiency and lift conversion rates. His work demonstrated how machine‑learning algorithms can optimize ad spend across multiple channels while preserving brand voice.

“Abhi’s passion for AI‑driven innovation and his ability to combine technology, data, and storytelling to showcase the value of IRL marketing make him a standout addition,” Brien added. “His track record in generating high‑quality leads and measurable business impact will elevate our performance‑marketing capabilities.”

The dual hires signal OUTFRONT’s intent to blend classic brand strategy with data‑centric execution. The company has already showcased its IRL potential through partnerships such as the “Imagine If…” collaboration with Google DeepMind, which turned New York City subway stations into AI‑powered art galleries, and a high‑visibility billboard campaign for Steph Curry’s book *Shot Ready* in Los Angeles that aligned with the moon’s trajectory, driving social buzz. Looking ahead, OUTFRONT is positioning itself for major cultural events in 2026, including the Super Bowl and the FIFA World Cup.

Industry Analysis

OUTFRONT’s move reflects a broader shift in the advertising ecosystem, where brands are seeking measurable, experiential touchpoints beyond the digital realm. The integration of AI and programmatic capabilities into out‑of‑home (OOH) inventory offers advertisers granular audience insights previously limited to online channels. By appointing a chief marketing officer with a pedigree in cross‑platform storytelling and a performance lead versed in AI, OUTFRONT is building a hybrid model that can deliver both brand‑building and performance‑driven outcomes.

From a technology perspective, the company’s XLabs innovation team is expanding its data stack to include location‑based analytics, real‑time bidding, and attribution models that tie physical impressions to downstream sales funnels. This approach addresses a historic challenge in OOH—demonstrating ROI—by leveraging first‑party data from transit partners, mobile carriers, and retail beacons.

Financially, the IRL strategy positions OUTFRONT to capture premium pricing on high‑traffic assets, especially as advertisers allocate larger portions of their media budgets to “hybrid” campaigns that combine digital precision with the emotional resonance of physical environments. The anticipated revenue uplift from upcoming marquee events could drive double‑digit growth in the company’s “Performance Marketing” segment, an area that Vyas will now oversee.

About OUTFRONT Media

OUTFRONT is one of the largest and most trusted out‑of‑home media companies in the United States, helping brands connect with audiences in the moments and environments that matter most. As the firm evolves, it is defining a new era of in‑real‑life (IRL) marketing, turning public spaces into platforms for creativity, connection, and cultural relevance. With a nationwide footprint across billboards, digital displays, transit systems, and other OOH formats, OUTFRONT transforms creative ideas into powerful real‑world experiences. Its in‑house agency, OUTFRONT Studios, and award‑winning innovation team, XLabs, deliver standout storytelling, supported by advanced technology and data tools that drive measurable impact.

SOURCE OUTFRONT Media Inc.