Tricia Melton has been named chief marketing officer, Warner Bros. global kids, young adults and classics, said Ann Sarnoff, chair and CEO, Warner Bros.
Melton—who comes to the role after serving as senior vice president, marketing, brand, creative and communications at Disney’s Freeform—will report to her former boss Tom Ascheim. Ascheim joins Warner Bros. June 15 as president, Warner Bros. global kids, young adults and classics.
In her new role, Melton will lead global marketing and brand strategy for Warner Bros.’ new global kids, young adults and classics division, which includes Cartoon Network, Adult Swim (home of adult animated seres Ricky and Morty, about which Melton is on record that she’s in the bag), Boomerang, Warner Bros. animation and Turner Classic Movies. She will be responsible for all marketing aspects of these brands, including brand management and creative, social and integrations across all platforms.
“Tricia is creative, strategic and ahead of the curve when it comes to innovation in marketing,” said Sarnoff in a statement. “We’ll look to her expertise and experience to help us shape our overall messaging and consumer outreach as we formally launch a unified kids, young adults and classics business at Warner Bros. We have such a great collection of brands and IP, and I can’t wait for Tom and Tricia to get started and help take us to the next level.”
“I’m excited to be joining this new division made up of some of the most iconic entertainment brands in the world,” said Melton, also in a statement. “I’m like a kid in a giant content candy store, thrilled at the opportunity to work with these talented teams and innovative content creators. I’m honored that I get to now champion and help grow the next chapter of these legendary brands.”
The move to Warner Bros. is a homecoming for Melton, who previously served as senior vice president of entertainment marketing and branding for TBS, TNT and TCM. In that role, she led marketing initiatives for such programs as Conan, The Closer, The Last Ship, Rizzoli & Isles, Falling Skies and Dallas.
Prior to that, Melton was senior vice president of marketing for Lifetime Television where she oversaw all marketing efforts for Lifetime, Lifetime Movie Network and Lifetime Real Women. She also worked as vice president of marketing for Oxygen, Food Network and Channel One.
Melton also has served as a member of Promax’s board of directors.