Paramount Shakes Up Publicity and Marketing Department

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David Waldman has been promoted to executive vp domestic publicity and Irene Trachtenberg has been appointed to head of worldwide marketing partnerships.

As Paramount Pictures continues to remake itself under chairman Jim Gianopulos, the studio has rejigged its publicity and marketing divisions.

Paramount on Wednesday announced the promotion of David Waldman to executive vp domestic publicity. At the same time, it appointed Irene Trachtenberg to head of worldwide marketing partnerships.

Other moves include the promotions of Beth Pinker to senior vp field publicity and targeted marketing; Michelle Rydberg to vp national publicity; and Susannah Steinberg to vp field publicity and targeted marketing.

“These promotions are well-deserved acknowledgements of years of hard work and dedication by a team of people who are among the best at what they do,” Rebecca Mall, Paramount’s co-president of domestic marketing, said in a statement. “David is highly respected and beloved within our company and with the filmmakers with whom we work. All of these executives are critical parts of our rebirth as a company and their promotions serve as hard-earned recognition for years of service to Paramount and its films.”

Waldman’s new role will find him overseeing the creation and implementation of theatrical publicity campaigns for Paramount’s releases, including national publicity, field publicity, special events and photography departments. He will work closely with Dora Candelaria, who oversees international publicity.

Waldman is a 12-year veteran of the studio and directed the campaigns for such films as Transformers, Paranormal Activity, Iron Man and World War Z. Other movies under his watch included The Big ShortThe Curious Case of Benjamin Button and The Wolf of Wall Street. 

Trachtenberg will oversee key corporate brand integration and promotional relationships for Paramount’s theatrical film releases. She joined the studio in 2014 as vp international partnerships and worked on such movies as Mission: Impossible – Rogue Nation and Star Trek Beyond as well as on promotional efforts in the Chinese market. Trachtenberg previously worked at Warner Bros.  

Pinkner will oversee the field marketing team and lead multicultural publicity and promotional efforts. Rydberg, who joined the studio in 2014, will oversee one of two national publicity teams reporting to Waldman. And Steinberg will manage all field and multicultural publicity, promotions and digital campaigns as one of two teams under Pinkner.