USA boosts marketer McCumber


Chris McCumber, who has been responsible for the marketing efforts behind successful USA Network programs like "The Starter Wife," has been promoted to executive vp marketing, digital and brand strategy.

McCumber, who had been senior vp marketing and brand strategy since 2004, oversaw the development and execution of USA's first-ever multiplatform branding effort, dubbed "Characters Welcome," and his digital team launched the social networking site

McCumber also led the marketing effort behind "Monday Night Raw's" return to USA two years ago. In addition, he and his team created and executed plans for the debuts of "Burn Notice" this year and "Psych" last year and rolled out the campaign for the launch of "Law & Order: Criminal Intent" in its move from NBC this year.

In his new role, he will continue to be responsible for the overall strategic and creative vision for USA marketing as well as overseeing all expressions of the network brand, including consumer marketing and media planning, on- and off-air creative advertising, interstitial programming and all digital efforts. McCumber also serves as executive in charge of all World Wrestling Entertainment programming and has recently added integrated sales marketing to his responsibilities.

As part of his ongoing responsibilities, McCumber sits on the NBC Uni marketing council, where he is responsible for leveraging USA's brand across all NBC Uni platforms.

Before being named senior vp marketing and brand strategy, McCumber was senior vp on-air promotion, overseeing the TV campaigns for the launches of "Monk," "The 4400" and "The Dead Zone." He reports to USA and Sci Fi Channel president Bonnie Hammer.

"Chris has played a major role in USA's success," Hammer said. "His innovative media strategies, impeccable creative instincts and strong management skills make him an indispensable member of the USA team."

Before joining USA in 2001, McCumber held positions at Razorfish, Lee Hunt Associates and MTV Networks.