TBS and TNT, which are going through a brand makeover under President and Chief Creative Officer Kevin Reilly, are restructuring their marketing operations. As part of the changes, the company is coining a new title, Chief Catalyst Officer. TBS and TNT’s EVP and Chief Marketing Officer Jeff Gregor has been promoted to the newly created position. The company also is beefing up its upper marketing ranks with a high-profile hire. Michael Engleman, EVP Marketing, Digital and Global Brand Strategy for Syfy and Chiller — who oversaw Syfy’s brand transformation from Sci Fi Channel and was behind the Sharknado campaign that helped make it a pop culture phenom — is set to join in early 2016 in the new position of EVP Entertainment Marketing and Brand Innovation for the networks. At Syfy, Sara Moscowitz, SVP Brand and Strategic Marketing, will serve as acting head of marketing and digital while the network searches for a permanent replacement for Engleman.
Gregor, who is based in Atlanta, reports to Reilly, while Engleman will be based in Los Angeles, reporting to Gregor and working closely with Reilly and the new content team in Los Angeles.
“We are reinventing two market-leading brands, TBS and TNT, which calls for a forward-reaching re-imagining of our marketing organization,” said Reilly. “I have worked closely with Jeff since I joined the company, and he is one of the rare leaders who can draw on his deep brand marketing experience while reaching for new ideas and emergent methodologies. Michael will be the perfect complement to Jeff in our leadership suite – a stellar media professional with a successful track record in finding new, culturally relevant paths to the consumer.”
According to Turner, the company’s “marketing efforts will shift to a new content model consisting of a constant flow of creative across all platforms with a focus on maintaining relationships between consumers and the brands, as well as with advertising partners.”