Freeform Taps Turner Vet Tricia Melton as Head of Marketing
Melton replaces Nigel Cox Hagen, who departed the cable network after nearly three years.
Freeform has found its new head of marketing.
Turner Networks veteran Tricia Melton has been named senior vp marketing at the cable network, The Hollywood Reporter has learned.
Melton succeeds Nigel Cox Hagen, whose departure after two and a half years at the company was announced earlier this month. In her new position, Melton will lead the creative marketing vision for the network and spearhead the execution of all marketing activities across both linear and digital platforms. She will also manage all on-air and off-air marketing in addition to integrated marketing, audience development, franchise and brand management, as well as promotional partnerships.
Milton will report to Freeform president Tom Ascheim.
“As Freeform positions itself as the young adult brand for the Walt Disney company, Tricia will lead the way toward a master-brand strategy that combines the best of both linear and on-demand,” Ascheim said Wednesday in a statement. “Although this is a period of rapid change, we are embracing it as a tremendous opportunity and Tricia’s talents and track record should prove to be a win for us — and most importantly — our viewers.”
Melton comes to Freeform after a lengthy tenure at Turner Networks, where she most recently served as senior vp entertainment marketing and branding for TBS, TNT and Turner Classic Movies. She supervised marketing campaigns for TBS comedies including Cougar Town, American Dad and Conan, as well as TNT dramas such as The Last Ship, Rizzoli & Isles and Major Crimes. Melton played an important role in the brand refreshes at both networks as well.
Prior to joining Turner, Melton served as vp marketing at Lifetime and before that, Oxygen Media.
“The way that Freeform has evolved as a linear and digital network over the past two years has been fascinating to watch and I’m excited that I now get to help champion and grow the next chapter of a brand that reaches the most important audience in the world,” said Melton.
Melton comes to the network roughly a year and a half into its rebranding from ABC Family to Freeform. As part of the name change, which launched in January 2016, the Disney-owned cable network has shifted its focus from family-friendly programming to millenials and teen "becomers" who are experiencing their first jobs and relationships.
Freeform is also about to say goodbye to two of its longest-running series, Pretty Little Liars, which wraps a seven-season run next month, and multicamera comedy Baby Daddy. The network's originals slate includes The Fosters, Young and Hungry, Stitchers, Shadowhunters, Beyond and Famous in Love as well as the recently launched late-night show Truth & Iliza.
Freeform's upcoming slate includes two Marvel shows, New Warriors and Cloak and Dagger, as well as the Cosmopolitan-inspired drama The Bold Type and the Black-ish spinoff College-ish.