PBS Names Amy Sample Vice President, Business Intelligence

Posted by PBS Publicity on

ARLINGTON, VA; October 31, 2018 – PBS today announced that Amy Sample has been promoted to the newly created role of Vice President, Business Intelligence with the Digital & Marketing team.

Sample has spent more than 20 years analyzing digital and media consumer behaviors. In her new role, she leads the Consumer Insights, Station Sustainability Analysis and Primary Research teams at PBS and is responsible for developing analytic strategies and audience insights across television, digital and social platforms. She also provides multi-platform thought leadership for the public television system and serves as a strategic advisor to the PBS senior leadership team.

“Amy is an accomplished and highly respected leader who brings an unending passion for translating abstract data streams into actionable strategic insights,” said Ira Rubenstein, Chief Digital and Marketing Officer, PBS. “Time and again, Amy has helped PBS and public media gain important insights into the audiences we serve.”

Sample joined PBS in 2007 as Director, Web Analytics and subsequently rose to Senior Director, Digital Analytics. In 2016, she was named Senior Director, Strategic Insights, responsible for providing cross-platform analytics and consumer insights to drive strategic initiatives. During her tenure she has transformed the analytics function at PBS from report-driven to insights-driven, driven the multi-platform measurement strategy for PBS and PBS KIDS products, and leveraged audience insights to identify unmet user needs which guided the development and design of engaging, user-centric products. Prior to PBS, Sample spent eight years at AOL where she conducted primary research and audience analysis.

Sample currently serves as Chair of the Board of Directors for the Digital Analytics Association (DAA) and was a founding co-leader of the DAA Washington, D.C. chapter. She holds an MBA from Georgetown University and a BS in Marketing from DePaul University.

About PBS
PBS, with nearly 350 member stations, offers all Americans the opportunity to explore new ideas and new worlds through television and digital content. Each month, PBS reaches over 90 million people through television and 30 million people online, inviting them to experience the worlds of science, history, nature and public affairs; to hear diverse viewpoints; and to take front row seats to world-class drama and performances. PBS’ broad array of programs has been consistently honored by the industry’s most coveted award competitions. Teachers of children from pre-K through 12th grade turn to PBS for digital content and services that help bring classroom lessons to life. Decades of research confirms that PBS’ premier children’s media service, PBS KIDS, helps children build critical literacy, math and social-emotional skills, enabling them to find success in school and life. Delivered through member stations, PBS KIDS offers high-quality educational content on TV – including a 24/7 channel, online at pbskids.org, via an array of mobile apps and in communities across America. More information about PBS is available at www.pbs.org, one of the leading dot-org websites on the internet, or by following PBS on Twitter, Facebook or through our apps for mobile and connected devices.


Jennifer Byrne