Channing Dungey, president, ABC Entertainment, announced key Marketing appointments today, including her new head of the department. Rebecca Daugherty will oversee the department and has been promoted to executive vice president, Marketing. In this position, Ms. Daugherty will be responsible for overseeing all marketing activities for ABC’s primetime, daytime and late-night lineups, while establishing the tone and brand for the network. Her duties include oversight and strategic planning, creative development and implementation of all on-air and off-air marketing, advertising and promotional campaigns for all ABC Entertainment programming, including scripted and reality series, alternative, movies and specials. Patrick Moran, president, ABC Studios also announced that Ms. Daugherty will oversee ABC Studios’ marketing efforts domestically and internationally for shows on ABC and other third party platforms including CBS, Freeform, Showtime, Netflix, Hulu and more.
Ms. Daugherty’s executive team will include Erin Weir, who has been promoted to senior vice president, Marketing Strategy, ABC Entertainment. In this position, she will oversee the teams responsible for off-air and on-air marketing strategy, digital and social strategy for ABC’s primetime, daytime and late-night programming.
To ensure a streamlined, consistent approach to marketing plans and executions, Jill Gershman will fill a newly created role as senior vice president, Marketing Creative, ABC Entertainment. In this position, she will oversee the teams responsible for all on-air and off-air creative marketing for ABC’s primetime, daytime and late-night programming. She will manage the ABC brand and deliver innovative concepts, campaigns and content across multiple platforms and business units, including on-air, digital, print, radio and social media.
Rounding out the senior marketing team, Steven Bushong continues in his role as senior vice president, Marketing Operations, and Gary Shanas as vice president, Media Strategy & Planning.
“As a leader in an industry filled with creative superstars, Becky has been at the center of many of ABC’s most successful and memorable marketing campaigns,” said Ms. Dungey. “She’s a gifted innovator whose keen ability to showcase our programs and talent across multiple platforms is especially assuring as we lead the charge into an exciting new season ahead.”
“I’m equally thrilled to promote Erin and Jill – two of our brightest marketing minds – to positions where they’ll be able to have an even greater impact on our future success,” Dungey continued. “Bolstering Becky’s efforts by focusing on strategy, creative and operations, they complete an awesome trifecta of marketing leaders.”
Regarding Ms. Daugherty’s oversight of studio marketing, Patrick Moran, president, ABC Studios, said: “Becky’s expertise in all facets of marketing that are key to domestic and international sales make her the ideal partner for us. As a leader and collaborator who knows our studio voice, there’s no one better suited for this vital position.”
Rebecca Daugherty was previously vice president, Dramas, Movies and Specials within the creative arena of ABC Entertainment Marketing. In this role, she led creative teams in the development and execution of major primetime marketing campaigns across all platforms for The ABC Television Network, as well as ABC Studios, shows globally. She played an integral role in the launch and sustaining of campaigns for many successful series, including “Scandal,” “ Revenge,” “Once Upon a Time,” “How to Get Away with Murder,” “Marvel Agents of S.H.I.E.L.D.,” “Quantico,” “Designated Survivor” and “Desperate Housewives.” She also oversaw campaigns for all of the highest profile network specials, including the “The Oscars®,” “The American Music Awards,” “The CMA Awards,” “New Year’s Rockin’ Eve” and “The Billboard Music Awards.” Ms. Daugherty and her team were responsible for the creation and execution of TGIT, one of network TV’s most successful brand campaigns, currently with over a billion Facebook impressions. She has won numerous Promax Gold Awards.
Prior to ABC, Ms. Daugherty worked at The Fox Television Network and numerous independent television stations in the areas of production, promotion and programming. She has directed live television programs and produced local news magazine features.
Ms. Daugherty holds a Bachelor of Science in mass communications from Miami University, Oxford, Ohio. Outside of ABC, she is involved in several professional mentoring programs and presents marketing seminars at colleges and student organizations.
Erin Weir was previously vice president, Marketing Strategy, ABC Entertainment Group, where she had oversight of daytime, primetime and late-night marketing strategy. Prior, she was executive director, Marketing, ABC Daytime, since April 2009, where she was responsible for marketing strategy, partnerships and promotions across all daytime programs, including the successful launch of the new daytime talk show, “The Chew.” She began her career at The Walt Disney Company in 2006 managing promotions, partnerships and events at the SOAPnet cable network.
Prior to joining The Walt Disney Company, Ms. Weir held positions in publicity and promotions at Focus Features, working on the release and awards campaigns for such films as “Brokeback Mountain,” “Lost In Translation” and “Eternal Sunshine of the Spotless Mind.”
Ms. Weir received a Bachelor of Science in communications from Boston University and a Master of Business Administration from the University of Southern California’s Marshall School of Business.
Jill Gershman was previously vice president, Entertainment Marketing, Comedy & Alternative Series, ABC Entertainment Group, since 2007. She was charged with leading, directing and managing all on-air marketing for over 30 comedy and alternative programs annually. She guided, built and developed a team of internal personnel and external vendors responsible for delivering innovative concepts, campaigns and creative content across multiple platforms and business units, including on-air, digital, print, radio, social media, synergy and sales. She has fostered core relationships with outside agencies, internal executives, series producers and talent.
Ms. Gershman rejoined ABC Entertainment Marketing in 2005 as vice president, Alternative Series, Specials and Late Night. She had served with ABC Entertainment starting in 1997 as executive director, TGIF/Branding Factory, On-Air Promotion, before being promoted to the role of vice president/creative director, On-Air Promotion, in 1999.
Prior to ABC, Ms. Gershman was an independent producer providing creative direction for reality series, show segments, promos, graphic packaging, presentation tapes and branding. Her television credits include being a broadcast producer on “Extreme Makeover,” supervising producer on “Life After Extreme Makeover” and film producer on “ABC’s 50th Anniversary.” She began her career with Lifetime Television in 1991 as a promo scheduling assistant and was promoted to production assistant in On-Air Promotion, writer/producer in Creative Services, then creative director. She was charged with developing and launching “The Place,” a program block geared toward younger women, and created the weekly series “The Dish.”
Ms. Gershman earned a Bachelor of Arts in television and film from Hofstra University.