Melton named CMO, WB Global Kids, Young Adults

(Melton leaves Freeform to head up new WB Division)

Marketing veteran Tricia Melton has been named Chief Marketing Officer, Warner Bros. Global Kids, Young Adults and Classics, it was announced today by Ann Sarnoff, Chair and CEO, Warner Bros. Melton will report to Tom Ascheim who, as previously announced, is joining Warner Bros. on June 15 as President, Global Kids, Young Adults and Classics.

In this new role, Melton will lead the global marketing and brand strategy for the new Global Kids, Young Adults and Classics division, which includes Cartoon Network, Adult Swim and Boomerang (all previously overseen by Michael Ouweleen, who was recently promoted to President, Adult Swim), as well as Warner Bros.

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Animation (television) and Turner Classic Movies (TCM). She will be responsible for all marketing aspects, including brand management, creative, social and integrations, across all platforms. Additionally, she’ll work collaboratively across all of Warner Bros. and the entire WarnerMedia organization in support of key franchises and properties. Melton will be based at the Warner Bros. studio in Burbank and begin working remotely on June 29.

“Tricia is creative, strategic and ahead of the curve when it comes to innovation in marketing,” said Sarnoff. “We’ll look to her expertise and experience to help us shape our overall messaging and consumer outreach as we formally launch a unified kids, young adults and classics business at Warner Bros. We have such a great collection of brands and IP, and I can’t wait for Tom and Tricia to get started and help take us to the next level.”

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“I’m excited to be joining this new division made up of some of the most iconic entertainment brands in the world,” said Melton. “I’m like a kid in a giant content candy store, thrilled at the opportunity to work with these talented teams and innovative content creators. I’m honored that I get to now champion and help grow the next chapter of these legendary brands.”

Melton joins Warner Bros. from Freeform, where, as senior vice president of marketing, brand, creative and communications, she led the marketing vision for the network and spearheaded its successful strategic repositioning as a progressive, multi-platform, young adult brand.

This marks Melton’s return to the WarnerMedia family – prior to Freeform, she served as senior vice president of entertainment marketing and branding for TBS, TNT and TCM. In that role, she led high-profile, innovative and award-winning marketing initiatives for cable fan favorites, including Conan, The Closer, The Last Ship, Rizzoli & Isles, Falling Skies and Dallas.

Before that, Melton served as vice president of marketing for Lifetime Television where she was responsible for all aspects of consumer, affiliate, ad sales and marketing for Lifetime, Lifetime Movie Network and Lifetime Real Women. Melton previously served as vice president of marketing for Oxygen Media and developed the network’s brand strategy as well as the first-ever Super Bowl ad completely targeted towards women, which won a White House Project Award for positive portrayals of women in the media.

Melton’s other positions included vice president of marketing for Food Network; vice president of marketing and promotions for Channel One Network in New York; and the Whittle Educational Network, a division of Whittle Communications.

Melton holds a bachelor’s degree in English literature from the University of Montevallo in Alabama, and has held advisory board positions with PromaxBDA, the Advertising Board, the Peabody School of Journalism at the University of Georgia and Melinc.

SOURCE: Warner Bros.