ViacomCBS Consumer Products Promotes Three As Division Expands – Deadline


ViacomCBS’s expanding consumer products division on Thursday promoted three key executives to its management team, citing the growth of the company’s largest franchises, including SpongeBob SquarePants, Blue’s Clues & You !, Star Trek, South Park and MTV.

Lourdes Arocho was promoted to SVP, Paramount Pictures Licensing, Global Games and Publishing for ViacomCBS Consumer Products, where she will lead global strategies and partnerships; Chris Groll becomes SVP, Consumer Products Design, ViacomCBS, liaising with the creative community on brand extensions in all ViacomCBS franchises worldwide; and Priya Mukhedkar assumes the role of Senior Vice President, Packaged Products, ViacomCBS Consumer Products, overseeing this activity in the United States and expanding its portfolio to include global promotions and all seasonal and festive activities.

“These roles are critical cornerstones in delivering the most innovative global consumer product campaigns for our beloved characters and iconic franchises,” said Pam Kaufman, President, Global Consumer Products, ViacomCBS.

Lourdes is based in Los Angeles and reports to Pam Kaufman. Groll is based in New York and reports to David Chustz, EVP, Global Creative Group, ViacomCBS. Mukhedkar reports to Dion Vlachos, EVP, Hardlines and Retail, ViacomCBS.

ViacomCBS Consumer Products oversees licensing and merchandising on BET, CBS, Comedy Central, MTV, Nickelodeon, Paramount Pictures and Showtime with properties spanning animation, live action, preschool, youth and adults. He also oversees direct-to-consumer online business for CBS and Showtime programming products, as well as standalone branded e-commerce websites for Star Trek, SpongeBob, South Park and MTV.


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