HOLLYWOOD, CA (June 25, 2013) – Paramount Pictures, a unit of Viacom Inc., today announced the appointment of marketing veteran Sabrina Ironside to Senior Vice President of Brand Management. The announcement was made today by President of Consumer Products & EVP, Worldwide Marketing Partnerships LeeAnne Stables, to whom Ironside will report.
Ironside will manage the overall lifecycle of Paramount’s film brand activities from the pre-theatrical, consumer products, theatrical and home media windows and develop overall strategies for enhancing its film brand profiles with retailers. In addition, she will play an important role in the development of comprehensive brand strategies for new Paramount Animation productions.
“Sabrina brings to Paramount a wealth of studio marketing experience and an exceptional track record working with many of the world’s biggest brands,” said Stables. “In the management of our many existing film franchises, and the development of brand strategies for future film product, Sabrina will play a key role on the Paramount team.”
Ironside joins Paramount from Wildbrain Entertainment, where she most recently served as Vice President of Worldwide Marketing and managed numerous family entertainment brands, including the popular children’s program Yo Gabba Gabba!, for which she developed the promotions, partnerships, social media and event strategies.
Prior to that, she spent ten years at 20th Century Fox and its parent company News Corporation in marketing roles in licensing, integrated media and marketing, and home entertainment. Throughout her tenure at Fox, she was responsible for promotional alliances with corporate partners for film, television and home entertainment. Most notable was her work on The Simpsons and deals with such brands as Nestle’s “Butterfinger,” Intel, Procter & Gamble, Pepsi, Frito-Lay and Burger King. She has also held posts at The Walt Disney Company, Universal Studios Film and Home Entertainment groups. Ironside ran her own promotional consultancy from 2007 through 2010 with clients including New Line Cinema, Panasonic, The Walt Disney Company and Wildbrain Entertainment.
Ironside is a graduate of the University of Southern California.