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Kenetta Bailey named executive Vice President, Chief Marketing Officer of
(October 4, 2011) Kenetta Bailey has been named executive vice president and chief marketing officer of TV One, effective Monday, Oct. 10. In this role, she will lead and manage all phases of marketing and advertising outreach efforts for TV One. She will be responsible for brand strategy development, coordination and execution across the company, including developing creative and media strategies, and leveraging and maximizing advertising and promotional investments.
Most recently, Bailey was senior vice president of marketing for WE tv and Wedding Central, where she launched some of WE tv’s most successful marketing campaigns, including season premiere campaigns for the hit series Bridezillas, My Fair Wedding with David Tutera, High School Confidential, and Joan and Melissa: Joan Knows Best, and she was instrumental in the brand launch of the linear network Wedding Central in August 2009.
Before joining WE tv in 2006, she served as group marketing director at NBC Universal’s Telemundo Network. In that role, she led the marketing and production team responsible for driving revenue with creative, client-driven marketing initiatives targeting the Hispanic audience and supporting the network’s upfront and scatter ad sales markets.
“Kenetta really understands cable network marketing strategy and brand management, and she knows how to reach a targeted audience,” said TV One President and CEO Wonya Lucas. “Her experience at WE tv, Telemundo and BMG Music, plus her years at Pepsi and Kraft, all provide an invaluable background for this position, as we look to build TV One’s brand and awareness of our content offerings.”
"I'm excited to join TV One at this time of change for the organization. It's a growing network, with an audience I can identify with and programming that I'm passionate about," said Bailey.
Prior to Telemundo, Ms. Bailey spent five years in the music industry. She first served as senior director of strategic business development for RCA Records Label, a division of Sony BMG, and later as vice president of strategic marketing for BMG Music. There, Ms. Bailey led digital, media and other branded partnerships for artists including Christina Aguilera, The Dave Matthews Band, Elvis, Kenny G and Tyrese. Earlier in her career, she held marketing positions at Pepsi-Cola Company and Kraft Foods, where she managed brands and drove consumer affinity.
Ms. Bailey’s first experience at marketing to niche audiences began at Pepsi, where she was charged with marketing the brand to the teen audience, overseeing advertising and promotional programs, including the company’s music strategy music initiatives featuring Mary J. Blige AND Sean “Diddy” Combs. Ms. Bailey started her career in public relations, and held senior account executive positions at Golin/Harris Communications and Allstate Insurance Company.
Ms. Bailey earned her master’s degree in business administration, master’s degree in journalism, and bachelor’s degree in journalism from Northwestern University. Ms. Bailey serves on the board of directors for the National Association for Multi-ethnicity in Communications (NAMIC). She is a member and executive mentor for Women In Cable Telecommunications (WICT) and a member of the Cable & Telecommunications Association for Marketing (CTAM). In 2010, The Network Journal named Ms. Bailey as one of its 25 Influential Black Women in Business Awards honorees. Other accolades bestowed on Ms. Bailey have included being named by CableFAX as one of the most influential minorities in cable in 2009 and 2010 and by Multichannel News and WICT as a ‘Women to Watch’ honoree in 2008.
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