Nine reshapes commercial team across trading, streaming and sports

Nine has announced a change to its commercial leadership team, appointing Nick Young as executive director of advanced trading and digital commercialisation, with Nathan Patrick taking on an expanded commercial role across metro and regional TV.

The new structure brings sales operations, trading and digital product together under Young’s leadership, which Nine is hoping will remove “operational friction, align product and data strategy directly with sales execution.”

The team is also charged with accelerating digital commercialisation across Nine’s multi-platform assets.

Patrick’s expanded role will see him report directly to Nick Young, in a bid to unify metro and regional TV to create a single, streamlined approach to broadcast sales. Tina Andrew will continue to drive streaming sales and coordinate Nine’s commercial strategy across national markets.

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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’s 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,” James 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.”

As part of the changes, Nine has promoted Carly Astone to a newly created role of sport commercial director in Melbourne, ahead of an expanded 2027 sports slate.