Rebecca Daugherty Promoted to Head Marketing for ABC, ABC Studios

She takes over the role previously held by Marla Provencio, who exited earlier this year.
Courtesy of Rob Greer/ABC
Rebecca Daugherty

Following the departure of longtime exec Marla Provencio, ABC has solidified its marketing department.

Rebecca Daugherty has been promoted to executive vp marketing and will be charged with overseeing the department for the Disney-owned network and its studio counterpart, ABC Studios.

As part of the marketing department's restructuring, Erin Weir has been promoted to senior vp marketing strategy, and Jill Gershman will fill the newly created role of senior vp marketing creative at ABC Entertainment. Steven Bushong will continue on in his role as senior vp marketing operations, with Gary Shanas as vp media strategy and planning.

In her new role, Daugherty will oversee marketing activities for ABC’s primetime, daytime and late-night lineups, while establishing the tone and brand for the network. This includes oversight and strategic planning, creative development and implementation of all on-air and off-air marketing, advertising and promotional campaigns for all ABC Entertainment programming, including scripted and reality series, alternative, movies and specials. Additionally, she will oversee ABC Studios’ marketing efforts domestically and internationally for shows on ABC and other third-party platforms including CBS, Freeform, Showtime, Netflix, Hulu and more. 

Daugherty takes over at the top of the marketing department for Provencio, who exited in February to serve as chief creative strategist at marketing firm Lussier.

“As a leader in an industry filled with creative superstars, Becky has been at the center of many of ABC’s most successful and memorable marketing campaigns,” ABC Entertainment president Channing Dungey said Monday in a release announcing the news. “She’s a gifted innovator whose keen ability to showcase our programs and talent across multiple platforms is especially assuring as we lead the charge into an exciting new season ahead.”

Continued Dungey: “I’m equally thrilled to promote Erin and Jill — two of our brightest marketing minds — to positions where they’ll be able to have an even greater impact on our future success. Bolstering Becky’s efforts by focusing on strategy, creative and operations, they complete an awesome trifecta of marketing leaders.”

Daugherty previously served as vp dramas, movies and specials within ABC's marketing department, where she worked on campaigns for Scandal, Revenge, Once Upon a Time, How to Get Away With Murder, Agents of SHIELD, Desperate Housewives and Designated Survivor, among others.

Weir, meanwhile, was vp marketing strategy at ABC Entertainment Group, where she had oversight of daytime, primetime and late-night. Before that, she was an executive director in marketing focused on ABC daytime.

Gershman was vp entertainment marketing, comedy and alternative, a role she had held since 2007.

The appointments come as ABC is in the midst of rolling out marketing efforts for its 2017-18 broadcast season.

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