Deena Sanjana Beach has joined WarnerMedia’s Adult Swim, said Tricia Melton, CMO, Warner Bros. global kids, young adults and classics.

In her new role, Beach will lead development of the brand, marketing, media and social media strategy for all original series, stunts and network initiatives across multiple platforms. Based in Los Angeles, she reports to Melton.

“Deena is the type of marketer who can see around the curve and truly understands building multi-platform brands. As Adult Swim expands globally, Deena brings invaluable experience with the Gen Z audience,” said Tricia Melton, CMO of Warner Bros. Global Kids, Young Adults and Classics. “Her expertise in culture driven brand-building will help drive Adult Swim’s continued dominance as the leader in adult animation.”

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Most recently, Beach served as vice president of marketing strategy and media for Freeform at The Walt Disney Company, where she also worked for Melton. She launched such series including grown-ish, Cloak & Dagger, Siren, Good Trouble, and built such network holiday stunts such as 25 Days of Christmas and 31 Nights of Halloween. Under her leadership, Freeform expanded its experiential and influencer marketing efforts and made the leap from operating as only a linear network to a true dual platform content provider for Hulu.

“I am delighted to be joining the innovative and talented Adult Swim team,” said Beach in a statement. “I’ve long been a fan of the network’s programming and the unique and deeply resonant brand they have built over the years. I’m looking forward to helping expand the network’s digital and global future.”

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