Paramount Global has appointed Pamela Kaufman as the head of international business, expanding the executive’s role to president and CEO of International Markets, Global Consumer Products & Experiences.
Kaufman is taking on the helm, as Raffaele Annecchino, former president and CEO of Paramount International Networks, Studios and Streaming, has decided to leave the company. Paramount didn’t provide additional details about Annechino’s exit, though the 25-year Paramount veteran, as reported by Variety, was put “on leave” from the company “effective immediately” in June.
In the newly created role, Kaufman is expanding her position, having served as president of Global Consumer Products and Experiences for Paramount since November 2021. Now Kaufman is charged with leading continued growth of Paramount’s international business across six continents, including broadcast and cable networks, streaming and studies and Paramount’s commercial capabilities. She’ll maintain her existing responsibilities of overseeing the global consumer products and experiences organization.
In a statement Bakish said Kaufman is “uniquely qualified” to lead the international efforts as it expands its global footprint and operates with a worldwide approach.
"Pam has been the strategic force behind growing and expanding some of the most iconic global franchises and properties in entertainment," said Bakish. "She is a proven and trusted, visionary leader who has transformed our consumer products organization by driving innovation and operating as a global business.”
Bakish also extended thanks to Annecchino “for the critical role he has played in building Paramount's international business and expanding our global footprint.”
In less than a year since taking on her role as the global consumer products lead for Paramount, the company said she unified the unit “by placing the full power of the Paramount ecosystem behind its most valuable IP.” She helped brand build with co-branded collaborations, and created Viacom’s first direct-to-consumer e-commerce site in 2019, The SpongeBob Shop – with similar initiatives for Star Trek, South Park, and MTV brands.
Before that role Kaufman was president of consumer products and CMO for Nickelodeon, helping build franchises such as “Paw Patrol” and “SpongeBob SquarePants.” Prior to more than 20 years at Nickelodeon, Kaufman held roles at Turner International, Equity Marketing and Grey Advertising.
"I am honored to take on this role at such a pivotal time for Paramount's international business," said Kaufman in a statement. "I know firsthand the global strength of our brand portfolio, and I look forward to working with Bob and the incredible International team as we continue pursuing our global growth strategy, investing in key partnerships, furthering our push into mobile and digital platforms in new markets, and operating as one team globally."
One focus for Kaufman in her new role will be helping to guide continued rollouts of Paramount+ and Pluto TV.
Paramount has made clear bringing its streaming services and content to global markets is a priority. Paramount+ touted a launch in the U.K. and Ireland in late June, shortly after its debut in South Korea which marked the service’s official entry into Asia.
This year Paramount is also getting ready for coveted international sports content as Viacom18 secured digital rights for the highly-popular Indian Premiere League (IPL) cricket matches in a multi-year multi-billion-dollar package. Viacom18 is a joint venture between Paramount Global and India’s Reliance Industries. The deal was seen as a potential hit to Disney, which has held the TV and digital IPL rights for five years but backed off the steep price tag– though still bid $3 billion to hold on to broadcast rights.
Paramount is planning to launch Paramount+ in India in 2023, distributed via the Viacom18 VJ. During the company’s Q1 earnings call, Bakish said Paramount’s entry into India would follow a “very capital efficient, hard bundle” approach, with customer growth incremental to the company’s target of reaching 100 million direct-to-consumer subscribers by 2024.
This year also marks expansions for Paramount’s free ad-supported streaming TV (FAST) service Pluto, including the Nordics as well as Canada. The company is taking a partnership approach with local broadcasters, such as NENT in the Nordics and Corus in Canada, where it’s pulling in localized content and ad sales support teams.
As part of the rollout in Sweden, Denmark and Norway, Paramount combined Pluto TV with AVOD Viafree, the latter being phased out as a standalone with the Pluto launch.
On the international front, Kaufman is the latest executive move. In May, Paramount promoted Marco Nobili and Oliver Jollet to help drive the company’s global growth plans for Paramount+ and Pluto TV.