THR's Women in Entertainment 2011: Power 100
Gregorian heads a centralized marketing department at the busiest studio in Hollywood. This year she was involved in launching Anderson Cooper's talk show and The Big Bang Theory in syndication, as well as working with network partners on existing shows and new ones like 2 Broke Girls on CBS and Suburgatory on ABC.
But she also had to contend with the distraction of Charlie Sheen's departure from Two and a Half Men. "It was a tremendous drain on our publicity folks," says Gregorian, 48, who has headed WBTVG marketing since 2005. "But in the end, when you see how CBS was able to platform Ashton Kutcher, it all worked out."
With most new shows, "the heavy lifting is done by the network partner," she says. Her unit is more active when a show is in its third or fourth year and isn't getting much attention from the network. "We can see syndication coming up, so we will start to invest in new [promotional] materials, which we also make available to the network."
She has a team of 135 people in the U.S. and 30 more overseas. That includes eight who focus solely on social media. Product placement is another area her team concentrates on: "We have Subway on Chuck and Kia doing an integration with Nikita," she says. "We develop the integration idea and pitch it to the networks and they sell it to advertisers. Then they come back to us to execute it."
Married for 23 years, Gregorian lives in Studio City with her husband and 18-year-old son. Each year, her son picks the location of their family vacation: So far they've been to South Africa, Cambodia, Russia, Vietnam, Japan and, most recently, Morocco. "The only place we won't go," she says, "is North Korea."
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