Vice President of Marketing Communications
CBS Television Network/CBS Corporation
Created and executed successful messaging campaigns for CBS Television shows and CBS Corporation businesses, executives, products and initiatives. Contributed to the effort of driving CBS to its #1 network ranking since 2008 with the introduction of influential marketing and communications strategies. Appealed to multiple audiences and demographics to support over 25 show brands and hundreds of hours of content spanning primetime, daytime, late night and specials. Wrote high-caliber, entertaining, informative and persuasive speeches, video scripts, presentations and documents for key executives.
Conceptualized and developed highly effective branding, advertising and promotional campaigns for digital, social and experiential platforms. Packed press and participant rooms and energized press and fans with unique marketing activations. Brought stars, executives and shows to Comic Con, SXSW, CES and other marquee media events providing face-to-face fan, media and influencer interactions.
Led cross-departmental efforts, managing all levels of staff. Created and led cross-platform promotions for major events such as the Grammys, the Super Bowl, the creation of the CBS's OTT streaming service, CBS All Access and the launch of The Late Show with Stephen Colbert. Brought together resources and personnel from across sports, news, prime time, and CBS local stations with the shared objective of maximizing media and messaging goals.
Expanded CBS Marketing's knowledge base through original research. Hired and managed third party research firms to augment proprietary intelligence and develop informed strategic approaches to series launches. Tested titles, concepts, viewer behavior and advertising creative and adapted messages and plans accordingly.
Spearheaded successful effort to enhance content discovery through centralized metadata. Conducted an audit of all CBS metadata and surfaced specific, actionable insights. Marshalled resources from around CBS Corporation and worked with distributors and metadata intermediaries to correct problems, invest in new systems and introduce an improved workflow.