CNBC is adding two new executives to its team, and the hires are designed to push the network deeper into direct-to-consumer (DTC) services. The moves come as CNBC’s corporate parent, Versant Media, pushes a larger initiative focused on building out subscriptions and partnerships.
Ian Moore has been named vice president of subscriptions. His job will cover subscriber acquisition, engagement and retention. Tom Mahar has been named vice president of strategic partnerships, tasked with identifying and building new opportunities across technology, financial services, media, content, data, distribution and emerging business models.
Both executives will start on September 21 and will report directly to Sally Shin, executive vice president of growth and partnerships and interim general manager of DTC for CNBC. Shin announced the hires in a memo to employees issued Wednesday.
Moore’s Path From Verizon to Insider
Moore brings experience from Verizon Media and the New York Times Co. His most recent role was at Business Insider.
His appointment signals CNBC’s intention to treat subscriptions as a core business function, rather than a side project. Subscription work now sits under a named executive with a track record at major publishers.
Mahar’s Time at News Corp
Mahar spent more than a decade working across News Corp, including roles in the US, UK and Australia. Most recently, he worked as a consultant to News Corp leadership on AI developments and evolving commercial models.
His global experience gives CNBC a partner-focused executive who understands how media companies operate internationally. The AI and commercial-model work suggests he has been looking at how technology changes the economics of publishing.
Reporting to Shin
Shin’s dual role as executive vice president of growth and partnerships and interim general manager of DTC puts her at the center of CNBC’s subscription and partnership strategy. The hires report directly to her, which gives the initiative a clear chain of command.
The memo she sent to employees Wednesday framed the additions as part of CNBC’s ongoing efforts to strengthen its business and position the team for future growth. She also tied the move to Versant’s broader strategy to deepen audience engagement, extend the reach of its brands and invest in long-term growth.
What the Hires Mean for CNBC
The two new executives each bring a distinct skill set to the table. Moore’s background in subscription work gives CNBC hands-on experience in building and retaining paying customers. Mahar’s focus on strategic partnerships opens doors with other companies that might want to work with CNBC’s content or distribution channels.
Together, the pair is positioned to help CNBC expand its DTC offerings under Versant’s umbrella. The September 21 start date gives the team time to settle in before any new initiatives roll out publicly.
How Versant Fits In
Versant Media is CNBC’s corporate parent. Its strategy includes deepening audience engagement, extending brand reach and investing in long-term growth.
CNBC’s move to hire these executives is a practical step toward those goals. By adding dedicated subscription and partnership leadership, the network is building the infrastructure needed to support a growing DTC portfolio.
What Comes Next
The September 21 start date means the executives will spend the coming weeks settling into their roles. After that, the focus will shift to concrete projects tied to subscriptions and partnerships.
Shin’s memo noted that the hires are part of CNBC’s continuing efforts to strengthen its business and position the team for what’s ahead. That language suggests the initiative is still early in its life cycle, though the source does not say when the initiative began or how long it has been running.
Here is what to watch for in the months ahead:
- Subscriber engagement: Moore’s role covers acquisition, engagement and retention, so expect CNBC to roll out new ways of keeping subscribers connected.
- Partnership announcements: Mahar’s mandate includes technology, financial services and media, so expect CNBC to announce deals with companies in those sectors.
- Versant’s broader strategy: Shin tied the hires to Versant’s goals, so the initiative is part of a larger corporate push.
The Bottom Line
CNBC is making a deliberate push into DTC services under Versant’s broader strategy. The new hires give the network dedicated leadership in subscriptions and partnerships, with direct reporting to Shin.
Moore and Mahar bring combined experience in subscription work, global media operations and emerging business models. Their combined portfolio of responsibilities covers nearly every angle CNBC might need to explore as it builds out its DTC offerings.
The hires are a routine corporate staffing move, but they signal a real shift in how CNBC thinks about its relationship with viewers. Instead of treating subscriptions as a separate product, the network is treating them as a core business function that requires dedicated leadership.
For viewers, the practical result could be more subscription options, better engagement tools and closer relationships with brands they care about. Whether those benefits materialize depends on how effectively Moore and Mahar execute their roles.
See the a run of 30 images at Variety.
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