Sony Adds Trio of New Execs to Marketing Team (Exclusive)

Erik Counter, Stacey Kerr and Roger Estrada_Split - Publicity - H 2016
Courtesy of Sony

Erik Counter, Stacey Kerr and Roger Estrada_Split - Publicity - H 2016

Michael Pavlic, head of domestic creative advertising, is leaving the studio Oct. 7.

Changes are afoot at Sony’s marketing division: Michael Pavlic, who has headed domestic creative advertising for the past two years, is leaving the studio on Oct. 7. Meanwhile, Josh Greenstein, president of worldwide marketing and distribution, is ramping up the marketing team with the addition of three new executives.

Pavlic’s position will not be filled, and the creative advertising team will report directly to Christine Birch, the studio’s new president of domestic theatrical marketing.

Among the new hires, Erik Counter is joining Sony as executive vp of domestic creative advertising from Paramount, where he’d been president of worldwide creative marketing. He’ll report to Birch.

Roger Estrada, who most recently served as a senior creative director and consultant at NBCUniversal, has joined Sony as senior vp, creative and will lead the product design and development team and oversee strategy for Sony Pictures Entertainment Consumer Products. Stacey Kerr, who comes to Sony from 20th Century Fox Consumer Products, where she was a vp of North American licensing and retail sales, is joining the motion picture group’s consumer products division as senior vp, licensing. Both Estrada and Kerr will report to Jamie Stevens, exec vp, worldwide consumer products.

The studio has also promoted Susie Shen to senior vp, creative advertising.

In a memo to his staff, Greenstein praised Pavlic for the “first-class creativity” he displayed as he contributed to campaigns during his nine years at Sony on movies ranging from Zombieland, 22 Jump Street and Sausage Party to American Hustle and Zero Dark Thirty. Most recently, he’d worked on Sony’s fall slate that includes The Magnificent Seven, Inferno and Passengers

Josh Greenstein's memo follows:

Good Afternoon,

As we move into a busy fall season, I wanted to share with you some important changes taking place in Marketing and Distribution.

Mike Pavlic, who has run our Domestic Creative Advertising team for the past two years, will be leaving on October 7. Mike is an extremely talented executive whose first-class creativity made him an  instrumental part of the team, working on some of our most impressive campaigns during his nine years at SPE, including Zombieland, American Hustle, Hotel Transylvania 2, Zero Dark Thirty, 22 Jump Street, The Equalizer, The Interview,Sausage Party, and most recently, The Magnificent Seven, Inferno, and Passengers. This was Mike’s second tour of duty at SPE: he first worked here as a manager of Creative Advertising, then returned as a Senior Vice President in 2009, rising through the ranks to lead the group. I want to thank Mike for his hard work and dedication and wish him all the best in the next chapter of his career. 

The position will not be filled. Moving forward, the Creative Advertising team will now report directly to Christine Birch, our president of Domestic Marketing.

Additionally, I want to welcome three terrific new hires to the Marketing team: 

Roger Estrada joined the Consumer Products team last month as SVP, Creative, and is reporting to Jamie Stevens, EVP Worldwide Consumer Products. Roger comes to us with years of experience at NBCUniversal, where he was creative lead on such top franchises as Despicable Me and The Secret Life of Pets, as well as Dreamworks Animation and Viacom. He is leading Consumer Products’ design and development team and overseeing the initiation and execution of global consumer products strategies.

Stacey Kerr also recently joined the Consumer Products team as SVP, Licensing, reporting to Jamie.  Stacey comes to us from 20th Century Fox’s consumer products group where she most recently served as Vice President, North America Licensing and Retail Sales, working on franchises like Avatar, Ice Age, and Alien. She will oversee the licensing strategy in retail development, gaming, location-based entertainment, product development and other areas.  

Erik Counter has been named Executive Vice President of Domestic Creative Advertising, reporting to Christine. Eric joins us from Paramount Pictures, where he led the global creative marketing for big franchises, such as Star Trek and Mission: Impossible, hits like World War Z and Daddy’s Home, and Oscar® nominees The Big Short, Selma and The Wolf of Wall Street. Eric will join SPE on October 10.

I also want to take this opportunity to announce that Susie Shen has been promoted to Senior Vice President, Creative Advertising. Susie got her start here as an intern in 2003.  Along the way, she put in stints at Disney and Open Road, but SPE has been her home for seven of the past 11 years. Since returning in 2014, she has been a vital part of the Creative Advertising team, working on some of our most high-profile movies. Susie is currently working on Life, Rock That Body, and Peter Rabbit.  I’m thrilled to be recognizing her work with a well-deserved promotion. 

Please join me in thanking Mike for his years of service and dedication to SPE, and please take a moment to congratulate Susie and welcome Roger, Stacey, and Erik.