Marketing executive Joe Ortiz has been named Freeform’s senior vice president, content marketing, said Shannon Ryan, president, content marketing, Disney’s Hulu and General Entertainment, to whom Ortiz will report.
In this role, Ortiz will work closely with Freeform President Tara Duncan in executing the creative marketing vision for Freeform originals and all content marketing activities across both linear and digital platforms. This includes content-related on-air and off-air marketing, branding and design, and collaboration with internal commercial marketing partners on integrated marketing, franchise and brand management, as well as promotional partnership strategy.
“Joe is a world-class marketer with a sharp creative eye and a stellar track record working on distinctive, award-winning campaigns,” said Ryan in a statement. “His extensive background in branding, creative and digital makes him the perfect fit to lead Freeform into the future, and we’re thrilled to have him join the incredibly talented team.”
“I’ve admired Joe’s innovative campaigns from afar, and his marketing philosophy is inherently aligned with our brand,” said Duncan. “He has the winning combination of a depth of experience along with a curiosity to forge new and creative ways to authentically connect with our young adult audience, and we can’t wait for him to get started.”
Ortiz joins Freeform from NowThis, where he led marketing and oversaw brand strategy, visual design, content positioning and strategic media partnerships for the global news brand on mobile and social. He also served as a senior advisor for Group Nine Media’s corporate brand initiatives.
“I am thrilled to join the incredibly talented marketing team at Freeform,” said Ortiz. “The network stands unique for its bold storytelling, diverse voices and deep connection to the lives of today’s young adults. I’m a big fan and excited to help amplify the Freeform brand and original programming in powerful ways.”
Prior to NowThis, Ortiz was an 18-year veteran of MTV, serving most recently as senior vice president, marketing and brand creative.
Over his career, Ortiz led creative campaigns for television franchises such as Teen Wolf, Awkward, Punk’d, Teen Mom, The Real World, 16 & Pregnant and Jersey Shore.
Prior to MTV, he held media strategy roles at top advertising agencies and was a first-mover in the emerging internet industry, joining startup Infoseek Search which was later acquired by The Walt Disney Company and became GoNetwork.