Longtime ABC Marketing Head Marla Provencio Lands at Lussier

MARLA PROVENCIO Executive Vice President - Publicity - P 2017
Courtesy of ABC

Three months after her exit from the network, she joins the firm in the newly created role of chief creative strategist.

ABC's former longtime marketing head has found her next gig.

Marla Provencio, who stepped down in February after 35 years at the network, has boarded entertainment marketing firm Lussier.

She has joined the company in the newly created role of chief creative strategist. In the position, Provencio will provide a comprehensive and creative vision for all projects and initiatives. Responsibilities include working with clients, designers, developers and internal team to establish creative and business objectives, strategies, tactics and executions.

She will report to president and chief creative officer Chris Stonich, and begins in the position on Monday. 

“We are thrilled to have Marla joining the team at Lussier," Stonich said in a statement. "Working closely with Marla for over 20 years has been extremely rewarding. Collaborating on hits from Lost and Desperate Housewives to Modern Family and Scandal have been highlights in my career and milestones for the company. She is one of the smartest and most creative people in our business. Beyond that, she is an inspiring leader who people love working with.”  

During her 35-year ABC career, Provencio developed and oversaw marketing campaigns for the launches of Modern Family, Once Upon a Time, How to Get Away With Murder, Black-ish, Castle, Agents of SHIELD, Grey’s Anatomy, Lost, Desperate Housewives, Scandal, Dancing With the Stars, Shark Tank, The Bachelor and The Bachelorette, among many others.

She started at the network as a production coordinate in the on-air promotion department before moving up to various titled including vp marketing for ABC Entertainment. In November 2011, Provencio was then promoted to chief marketing officer, a position she held until she stepped down in February.

Provencio was named Entertainment Marketing of the Year in 2005 and 2007 by Ad Age and was also honored by the TV Academy with the Emmy for outstanding creative achievement in interactive media for Lost's Dharma Initiative. She is next set to receive the 2017 PromaxBDA lifetime achievement award, the association's highest honor, later this month.

Over the years, Provencio has also been a key member of ABC's mentoring program and has been featured in The Hollywood Reporter's Women in Entertainment and Top 25 Latinos in Entertainment. 

When Provencio's exit from ABC was announced in February, entertainment president Channing Dungey touted her "limitless" contributions to the network. She remained as a consultant through this month, staying onboard for ABC's upfront presentation.

Lussier's work includes the campaigns for USA Network's buzzy drama Mr. Robot and A&E's critical darling Bates Motel, among others. The firm has produced award-winning short-form content, on-air promos, trailers, sizzle and upfront presentations, commercials, digital/social media ads and longform primetime programming for Amazon, 20th Century Fox, ABC, NBC Universal, Warner Bros., Discovery and Freeform.

“I am ecstatic to start my next chapter at Lussier," said Provencio. "Chris and his amazing team have always impressed and inspired me with their strategic thinking and content creation. I look forward to generating exciting and vibrant ideas with them while being a resource for all the needs of this ever-changing entertainment and marketing landscape."