Paramount Hires Google Exec Rebecca Mall as Co-President of Domestic Marketing

Rebecca Mall - S 2016
Courtesy of Paramount

The studio makes several other hires to launch a new brand strategy division.

Paramount has hired Rebecca Mall, formerly head of industry at Google, as co-president, domestic marketing. With the new hire, the studio is launching a new brand strategy division.

As part of the studio's restructuring, it also has made several other hires, including Reggie Panaligan, formerly brand measurement lead at Google, as senior vp, research & analytics; Anu Bhatia, from bpg, as senior vp, digital content; Christine Benitez, formerly of Disney’s multicultural team, promoted to vp, brand strategy; and Orlando Baeza, formerly of Activision, to vp, brand strategy. Also, Brice Tidwell was promoted to vp, brand strategy. All positions will report to Megan Colligan, worldwide president, marketing and distribution.

“We are excited to strengthen our deep bench of talented executives with new hires from top digital and entertainment companies including Google, Disney and Activision,” Paramount Pictures chairman and CEO Brad Grey said Monday in a statement. “Rob Moore has reimagined the marketing department to seamlessly integrate the new brand strategy team to create impactful 360 degree campaigns.”

In her new position, Mall will oversee the new brand strategy team as well as promotions, publicity, media and digital marketing. She has spent the last six years at Google and YouTube partnering with studios and television networks on digital marketing efforts, with a focus on elevating the business relationships with Disney and Paramount.

Panaligan also previously worked at Google in a variety of roles, most recently as brand measurement lead, where he partnered with brands to determine analytics of their advertising on YouTube/Google and develop measurement tools. In 2013, he co-authored a white paper demonstrating the strong correlation between Google Search volume and box-office performance.

As senior vp at digital media agency bpg, Bhatia led a 20-person department providing strategy and creative services to major studios such as Warner Bros., Universal, Paramount and STX.

Benitez previously worked as vp, multicultural marketing, where she worked across all studio disciplines to customize and integrate inclusive strategies targeting multicultural audiences. Prior to her time at Paramount, she was at Disney where she worked on such campaigns as Star Wars: The Force Awakens and Cinderella.

Baeza previously worked at Activision, where he led the marketing efforts and campaigns for Skylanders' 2016 mobile game and the relaunch of the Guitar Hero franchise. Prior to Activision, he held consumer marketing roles at Adidas and Nike.

Tidwell played a key role in the development and implementation of marketing strategies and campaigns for a variety of franchises, including Transformers, Star Trek and Mission: Impossible.

“As consumer habits continue to shift, we are looking ahead to the future and restructuring our marketing and digital teams, which will give us the flexibility to create new and penetrating ways to reach audiences globally," said Paramount Pictures vice chairman Rob Moore. “Megan Colligan has assembled a group with incredibly diverse experience and we’re excited about the team we’ve built.”