CBS has tapped Mike Benson as president and chief marketing officer, moving network veteran George Scheitzer to a chairman role through the 2019-2020 season.
Benson, who’s due to start in October, will oversee all brand marketing activities including advertising, promotion, creative, experiential marketing and events. In the spring, he will take over as chairman as Schweitzer transitions to a role as special advisor.
Both will report to chief creative officer David Nevins, who made the announcement on Tuesday.
“George Schweitzer is a marketing legend whose leadership and showmanship has defined both excellence and innovation,” Nevins said in a statement. “His resume of accomplishment spans every division and daypart of CBS, with boundless admiration and respect for his work coming from every corner of the company…. We’re incredibly proud to appoint him to this new position and thrilled to draw upon his considerable expertise into the future.”
Benson joins from a four-year stint at Amazon Studios, where he led marketing efforts for original content such as The Marvelous Mrs. Maisel, Tom Clancy’s Jack Ryan and The Boys.
Prior to that, Benson held senior positions at Time Warner Global Media Group and ABC Entertainment Group.
“At every turn, Mike’s work has been recognized for creativity and an entrepreneurial spirit that makes shows and brands stand above the crowd,” Nevins said. “Mike’s appointment is also an exciting homecoming as he started his career at CBS stations WCCO and KCBS and later worked at Viacom’s MTV Networks at VH1.”
Schweitzer first joined CBS in 1972, holding several positions in radio and television production before becoming the network’s marketing leader in 1994. Throughout his career, he has been honored with a Promax Brand Builder and Pinnacle Award, Entertainment Marketer of the Year by Entertainment Weekly and more.