Paramount Global has announced new appointments and hires within its Consumer Products leadership across global toys, games, emerging media, franchise planning and CP marketing divisions.
“Staying focused on the consumer is at the heart of everything we do so we have made key updates to the leadership within the organization to maximize our portfolio,” says Pam Kaufman, President, Consumer Products and Experiences, Paramount Global. “These new remits, along with our new hires, set us up to further grow our franchises from SpongeBob to Star Trek and deliver the best products and experiences for today and the future.”
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| Stephanie Bailey (left) and Shian-Li Tsang (right) | Source: Paramount Global |
Toys:
Priya Mukhedkar, formerly Senior Vice President (SVP), Consumer Products, will now serve as Senior Vice President, Global Toys and Packaged Goods. In her new role, she adds global toys to her current remit over business development, brand marketing and licensing for consumables at Paramount. Mukhedkar has a track record for her inclusive leadership and building strategic alliances with major consumer product brands including P&G, Danone and Unilever as well as many other up and coming brands. Priya will report to Dion Vlachos, Executive Vice President (EVP), Global Toys, CPG & Retail.
Stephanie Bailey, Vice President (VP), Global Toys, formerly co-led the global toys group, will now fully lead that division. An established force in the toy industry, she has been integral in bringing Nickelodeon hits to the toy aisle in an authentic way including That Girl Lay Lay, Blue’s Clues & You!, Baby Shark and the upcoming products for Santiago of the Seas. Stephanie will report to Priya Mukhedkar.
Games & Emerging Media:
Rebecca Tatlock, formerly Vice President, Global Toy Licensing, will now serve as Vice President, Business Development, Games. In this new role, Rebecca is responsible for new partnerships and opportunities across all business models for Paramount’s global games group. With a wealth of deal making experience across multiple categories, Rebecca most recently led the charge on key global toy partnership deals across major franchises such as Teenage Mutant Ninja Turtles and Star Trek. Rebecca will report to Doug Rosen, Senior Vice President, Games & Emerging Media.
Erika Winterholler, formerly Vice President, Business Development and Licensing, Games, will now serve as Vice President, Business Development & Operations, Emerging Media. In this new role, Erika will focus on emerging media initiatives across Paramount, including its growing NFT business, AR, VR and new metaverse platforms. Recently, Winterholler played a critical role in Paramount’s partnership with Recur to launch Paramount.xyz, the company’s digital collectible portal for fans to collect NFTs across key franchises. Erika will also report to Rosen.
Global Franchise Planning & CP Marketing:
Prima Chambers has joined Paramount as Vice President, Franchise Planning, Multi-Generational, reporting to Veronica Hart, Executive Vice President, Global Franchise Planning. In this role, Chambers will lead the development of strategic long-range plans to support the growth of key priority properties within the Paramount Consumer Products division. She joins Paramount from Reckitt, with nearly two decades of consumer brand experience across roles in marketing and research & development at organizations like The Hershey Company and General Mills.
Shian-Li Tsang has been hired as Vice President, Consumer Products Marketing, where she will also report to Hart and oversee Paramount retail marketing, social marketing and brand go-to-market strategy. Tsang is responsible for representing Paramount’s brands through high-impact, omni-channel retail activations, social programming and IP launch campaigns. She has demonstrated success directing integrated omni-channel marketing strategies at companies like The LEGO Group, adidas and DICK’s Sporting Goods. Tsang joins Paramount’s Global Consumer Products division with over 15 years of progressive marketing experience.
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Priya Mukhedkar, who previously served as the senior vice president of consumer products, will now serve as SVP of global toys and packaged goods. In her new role, Mukhedkar will add global toys to her scope of business development, licensing for consumables, and brand marketing at Paramount. Her track record demonstrates inclusive leadership and strategic alliances with major consumer product brands including Unilever, Danone, and P&G.
Stephanie Bailey is also joining the global toys team as vice president after co-leading the global toys group. Her work has been integral in bringing Nickelodeon hits including Blue’s Clues & You!, Baby Shark, and That Girl Lay Lay to the toy aisle, as well as upcoming products for Santiago of the Seas.
Rebecca Tatlock, formerly the vice president of global toy licensing, will now serve as vice president of business development for games. In her new role, Tatlock is responsible for new partnerships and opportunities across all business models. She most recently led key global toy partnership deals across Paramount’s major franchises, including Star Trek and Teenage Mutant Ninja Turtles.
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Erika Winterholler, who previously served as vice president of business and development and licensing for games, will now serve as vice president of business development and operations for emerging media. In her new position, Winterholler will focus primarily on emerging media initiatives, including growing NFT business, VR, AR, and new metaverse platforms. Recently, she helped Paramount partner with Recur to launch paramount.xyz, the company’s digital collectible portal that allows fans to collect NFTs across key franchises.
Prima Chambers has joined Paramount as vice president of multi-generational franchise planning. In her new role, Chambers will support the growth of key priority properties within the Paramount Consumer Products division by leading the development of strategic long-range plans. Prior to joining Paramount, she accumulated almost two decades of consumer brand experience across roles in research, development, and marketing.
Paramount also hired Shian-Li Tsang to serve as vice president of consumer products marketing. In her new position, Tsang will oversee the company’s retail marketing, social marketing, and brand go-to-market strategy. As VP, she is responsible for representing the brands through social programming, IP launch campaigns, and omni-channel retail activations. Tsang previously worked at companies including The LEGO Group, adidas, and DICK’s Sporting Goods, where she demonstrated success in integrating omni-channel marketing strategies.
With these new hires and appointments, Paramount is maximizing its portfolio of consumer brands, including Nickelodeon, Paramount Pictures, CBS, and more.
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