Annie Luo: Driving Growth for Peacock & Beyond

Learn more about Annie in the interview below.

Can you tell us a little bit about your career journey – did you always want to work in media?

“I have always loved storytelling and television. Initially, I was set on being an international journalist, combining storytelling and exploring the world. I credit my first mentor, the China Correspondent for National Public Radio, whom I met as a college student in Beijing, for encouraging me to explore a media career while further pursuing studies in the United States. That advice ultimately set in motion my career path, which has not been linear or traditional.

I started in television production with CNBC here at NBCUniversal, worked at the World Economic Forum after business school on media and tech partnerships, spent a few years with the Media practice at McKinsey, and eventually landed in business development in streaming. The throughline was that I have always worked in or adjacent to media and loved building partnerships. Though I didn’t have a master plan, I followed my interests and instincts, built knowledge and relationships that led to career opportunities, and seized those opportunities to continue learning and developing along the way.”

Were there any challenges you faced in your career? And if so, how did you overcome them?

“I cannot pinpoint a singular challenge, but I remember going through periods of questioning the career path that I’ve taken, wanting to make changes, but not knowing where to start. In addition to the mentor I met while in college, I have been lucky to have other mentors and sponsors throughout my career whom I can turn to for advice and guidance whenever I feel stuck.

They have generously given me time and support. More than a few have taken a chance on me by hiring me, advocating for me, and giving me responsibilities that I didn’t think or know that I was ready for, and helped me succeed. I’m eternally grateful to them and will always pay it forward.”

What are you focused on in your role at Peacock, and what are you most excited about?

“I focus on driving short-term and long-term growth for Peacock through partnerships and strategic initiatives. 2023 was a transformative growth year for Peacock, and our unique partnership with Xfinity played a significant role in supercharging that growth. We have an incredible 2024 planned – from the first-ever exclusively streamed NFL playoff game, which was held on Jan 13, to the exciting slate of live sports and events, series, and film content we have on tap. We’ve also launched a few strategic partnerships with like-minded, growth-forward brands such as Instacart and JetBlue, and we will work closely with them to deepen and amplify our partnership for our shared customers in the year ahead. Growth gets us at Peacock excited about coming to work every day.

On a personal level, I’m excited about the Paris Olympics. I had the opportunity to work at the 2008 Summer Olympics in Beijing, a once-in-a-lifetime experience. The Paris games feel very special in many ways– it is the first post-pandemic, the first one back in Europe after many years, and the torch will be passed from Paris to LA in 2028.

The product experience on Peacock for these games will be the best yet, and the Olympics will be a significant moment that many of our distribution partners will want to lean into with us to drive subscriber acquisition and engagement. We’re excited to create new and innovative structures, deal models, and dream up some big moments to turn this year’s Olympics into a major growth driver for Peacock. We often say that a successful partnership is an art and a science – with some fireworks. We will have fireworks in Paris, and we are excited to bring the rest.”

As a leader in the industry, is there any advice you can give for those starting out?

“Invest the time in getting to know the people you work with. Hard work will never go unnoticed and will pay off, even if not immediately. I also stress to anyone, at any level, to be curious, kind, and honest in every interaction.”

What outside of work drives you on a personal level?

“I grew up in China, and my husband comes from Europe. We have two daughters who are bi-racial and multi-cultural. As parents, we want to do everything we can to help them understand and appreciate their heritage and grow up in an open, diverse, and inclusive environment.”