Andrew Coco

Web Strategy · AI Discovery · Subscription Growth

Andrew Coco

Building acquisition systems for the AI era of discovery.

I lead web strategy, SEO, AI discovery, experimentation, and conversion programs that drive audience and subscription growth at scale.

Now Sr. Director, Web Strategy, SEO & AI Search · Peacock / NBCUniversal
Previously The Walt Disney Company · GUESS? · Digitas
Andrew Coco, Senior Director of Web Strategy at Peacock and NBCUniversal Andrew Coco Web Strategy · AI Discovery · Subscription Growth

About

I lead growth and web strategy initiatives focused on acquisition, discovery, and conversion across large-scale consumer platforms.

At NBCUniversal, my scope spans two distinct business lines. For Peacock, I oversee web strategy, SEO, generative engine optimization, app store optimization, conversion rate optimization, and AI discovery — building the acquisition and owned web systems that drive direct subscription growth. Across NBC.com, NBC Sports, and NBC Olympics, I lead SEO strategy and organic search programs that serve some of the most trafficked media properties in the country.

SEO remains the foundation of everything I do. It is also the lens through which I approach AI discovery — because the signals, content systems, and authority structures that drive traditional search performance are increasingly the same ones that determine visibility in generative and AI-powered interfaces. I also chair a cross-organization AI search committee at NBCUniversal focused on growing visibility across emerging discovery surfaces.

My background spans media, subscription, e-commerce, and digital growth organizations, with experience leading cross-functional initiatives across Product, Engineering, Editorial, Analytics, Marketing, and Growth teams.

I think of myself as a strategist who understands search deeply, not the other way around.

Focus Areas

  • AI Discovery & Search Strategy

    Helping organizations adapt to AI-driven discovery ecosystems, evolving search behavior, and changing consumer acquisition patterns across generative and traditional search surfaces.

  • Growth & Acquisition Systems

    Building scalable acquisition systems across owned web, organic discovery, experimentation, and conversion optimization that compound over time.

  • Experimentation & Conversion

    Developing testing cultures and optimization frameworks that improve acquisition efficiency and customer journey performance at every stage of the funnel.

  • Web Product & Platform Strategy

    Treating owned web as a strategic growth surface. Architecture, experience, and strategy aligned to business outcomes rather than channel metrics.

What I'm Thinking About

  • AI discovery is reshaping audience acquisition faster than most organizations are prepared for.

    Traditional search assumptions are breaking down as AI assistants and generative interfaces become primary discovery layers. Most companies are still operating with measurement systems built for an earlier internet.

  • Owned web strategy matters more, not less.

    As platforms increasingly intermediate attention, owned experiences become more important as conversion, retention, and brand surfaces. The role of the website is evolving from destination to growth infrastructure.

  • The future growth leaders will combine product, acquisition, and AI strategy.

    The historical separation between search, product growth, web strategy, and experimentation is collapsing. The organizations that adapt fastest will build integrated growth systems rather than channel silos.

Leadership

I believe the next generation of growth organizations will be defined by cross-functional thinking, experimentation cultures, and adaptability to platform change.

The strongest teams I've built and been part of combine strategic clarity with technical depth, operational rigor with product thinking, and a genuine curiosity about how consumer behavior is shifting. Titles and channel ownership matter less than the ability to connect strategy to outcome across functions.

I'm particularly interested in building organizations that can move quickly when ecosystems shift, and that treat AI, search, and digital distribution as strategic questions rather than tactical ones.

Background

Experience

  1. 2021 — Present
    1. Sr. Director, Web Strategy, SEO & AI Search NBCUniversal Peacock · NBC.com · NBC Sports · NBC Olympics
      2025 — Present
    2. Director, SEO NBCUniversal Peacock · NBC Sports · NBC Olympics
      2021 — 2025
  2. Sr. SEO Manager, Customer Engagement The Walt Disney Company DisneyStore.com · Disney Stores
    2020 — 2021
  3. E-Commerce SEO Manager GUESS? GUESS? USA · GUESS? Canada
    2018 — 2020
  4. Sr. SEO Specialist HZDG (acquired by Burson, WPP)
    2017 — 2018
  5. Search Marketing Analyst Digitas Supported: Taco Bell · Matel · STARZ
    2016 — 2017
  6. SEO Coordinator Geary LSF
    2015 — 2016

Education

  1. B.S. Business Administration, Marketing San Diego State University

Selected Highlights

Awards

  • Sports Emmy Award — Outstanding Interactive Experience, 2024 Paris Olympics (NBC / Peacock)
  • Named one of the 53 Best SEO Experts of 2020, Northstar Inbound

Speaking

  • Organizer & speaker, NBCUniversal Internal SEO Summit — 200+ attendees, 25 speakers
  • Speaker, SEO Day — presented across two events to a combined 179K attendees

Press & Publishing

  • Quoted Contributor, Search Engine Journal
  • Featured contributor, Rankz.IO · JBH.co.uk · SEO for Journalism
  • Roundtable contributor, SEMrush — 5 Hours of Technical SEO

Get in Touch

Open to conversations about web strategy, AI discovery, media growth, and the future of owned web.

Connect on LinkedIn