Omnicom Production has named Natasha “Tasha” Royzina as its global head of content operations, deepening the company’s push into technology-driven and AI-enabled content delivery.
Royzina moves to the role from Publicis Groupe, where she built experience across business affairs, content operations, client strategy, and global delivery. In her new position, she will be expected to report to Dan Ricciardi, Omnicom Production’s global chief business officer. It is also expected that she will be responsible for building a content operations structure that links senior leadership, specialist teams, and technology-led workflows across markets.
The company said the appointment responds to the growing complexity brands face in managing content across multiple platforms and audiences, including challenges around rights management, talent coordination, versioning, and compliance. Omnicom Production said it wants these functions embedded earlier in the creative process rather than handled only after content is produced.
Sergio Lopez, chief executive officer of Omnicom Production, said business affairs and content operations now sit at the centre of how brands produce, clear, adapt, and distribute content, describing the functions as key to creative effectiveness and responsible use of artificial intelligence.
Ricciardi said clients are looking for partners who can manage rising complexity while working faster and at greater scale, adding that the appointment reflects the company’s view of content operations as a strategic growth area.
Royzina’s appointment comes as Omnicom Production expands its senior leadership across North America and Europe, a move the company says is driven by client demand for partners that combine creative, production, technology, data, and AI capabilities under one roof.
In her own comment, Royzina said content has become both more important to brands and more difficult to manage, and described the opportunity to turn content operations and business affairs into a connected capability that helps creative work move more efficiently. She added that the strongest content organisations bring creative teams, clients, and operations specialists together around one shared direction.
The hire is also tied to Omnicom Production’s broader plan to build what it calls an AI-first production model, combining connected teams and automated workflows to help brands scale content output without lowering creative standards. The company positions stronger operational systems as a competitive advantage as content demands continue to grow across formats and markets.
