Paramount Global has promoted Pamela Kaufman to CEO of international markets, global consumer products and experiences, effective immediately. Kaufman, who has been president of global consumer products and experiences for the media giant, replaces Raffaele Annecchino, who, earlier this year left his position for undisclosed reasons as CEO of Paramount International Networks, Studios and Streaming.
This newly created position reports to Bob Bakish, CEO of Paramount Global, and reflects Paramount’s ongoing strategy of globalizing its operations.
In her expanded role, Kaufman will be responsible for driving the continued growth of Paramount’s international business and ensuring the strength of the company’s international operations across six continents, including broadcast and cable networks, streaming and studios, and the company’s commercial capabilities. She will work closely with Paramount’s international leadership team, as well as the global content and streaming organization to do so, including helping to guide the continued international rollout of Paramount+ and Pluto TV. Kaufman will maintain her current responsibilities overseeing the global multi-billion-dollar consumer products and experiences organization.
“Pam has been the strategic force behind growing and expanding some of the most iconic global franchises and properties in entertainment,” Bakish said in a statement. “She is a proven and trusted, visionary leader who has transformed our consumer products organization by driving innovation and operating as a global business. Pam is uniquely qualified to lead our international business as we expand and diversify our worldwide footprint and accelerate Paramount’s transformation to operating with a truly global approach.”
Bakish extended his appreciation to Annecchino for the “critical role” he played in building Paramount’s international business and expanding its global footprint.
“I am grateful for the dedication he has shown throughout his 25 years at Paramount and wish him well in the future,” Bakish said.
In November 2021, Kaufman assumed the role of president of Global Consumer Products and Experiences for Paramount, overseeing worldwide product and business development, marketing, franchise planning, creative strategy, retail sales and consumer insights for all brands in the portfolio.
In less than a year, Kaufman led the transformation of the consumer products business, unifying the organization by placing the full power of the Paramount ecosystem behind its most valuable IP. Her commitment to transformation, innovation and brand building has led to some of the most groundbreaking partnerships in the company’s history, including cutting-edge co-branded collaborations with the biggest names in social media. Kaufman was also responsible for Viacom’s first direct-to-consumer e-commerce site in 2019 — The SpongeBob Shop — and has since led the expansion to additional online direct-to-consumer business for merchandise tied to various top CBS and Showtime programming, including similar standalone initiatives for brands such as “Star Trek,” “South Park” and MTV.
Previously, Kaufman served as president of consumer products and chief marketing officer for Nickelodeon, where she was responsible for building some of Nickelodeon’s most memorable franchises ranging from “Paw Patrol” to “SpongeBob SquarePants,” shepherding them through important tentpole campaigns and milestone celebrations.
Before joining Nickelodeon in 1997, Kaufman held positions at Turner International, Equity Marketing and Grey Advertising. She earned her bachelor of arts in public communication from The American University in Washington D.C., and was awarded an honorary doctor of humane letters from The American University in 2019. A committed advocate for gender equality and diversity and inclusion, Kaufman serves on the board of the Rock and Roll Hall of Fame Foundation, as well as Bottomless Closet, a nonprofit that prepares women for workplace success, and the Pace Women’s Justice Center.