ABC Family has found its new marketing head.
Nigel Cox-Hagan joins the cable network as senior vp marketing, creative and branding, it was announced Tuesday. He replaces Michelle Walenz, who departed ABC Family two weeks ago and is considering new options after a decade at the network.
Reporting to Tom Ascheim, president of ABC Family, Cox-Hagan heads to the network with extensive experience in revitalizing brands and launching franchises, most recently as executive vp creative and consumer for VH1 Networks.
In his new position, Cox-Hagan will be charged with leading the network’s creative marketing, responsible for the strategic execution of all marketing activities across multiple platforms and oversee all on-air/off-air marketing, in addition to integrated marketing, audience development, franchise and brand management, and promotional partnerships. Additionally, he will also manage marketing operation functions.
“Nigel is an accomplished brand builder who consistently develops ground-breaking creative and sticky campaigns,” said Ascheim. “He is an insightful executive with the ability to innovate and lead creative ventures. We are thrilled to welcome him to our talented team and I can’t wait to see what Nigel has in store for us.”
“ABC Family is a groundbreaking network and a go-to entertainment destination for a passionate young audience,” said Cox-Hagan. “I am proud to be part of the team building on the brand’s rich legacy and finding exciting new ways to engage the viewers.”
AT VH1 Networks, he was responsible for branding, promotion, design, consumer and social media marketing for VH1’s portfolio of brands and franchises. During his tenure, the network underwent a transformation, with Cox-Hagan guiding VH1 through its “celebreality” phase to its current “VH+1” phase. He also oversaw subnetworks such as VH1 Classics and VH1 Soul, as well as serving as creative director for Logo, Palladia and Centric. Prior to VH1 Networks, he was at G4 and did a series of projects for Nickelodeon, BET, Syfy and Ugo. A graduate of Hampshire College, he started his career in 1991 at MTV.
Cox-Hagan is the latest senior executive hire at ABC Family, joining Salaam Coleman Smith, executive vp strategy and programming, and Karey Burke, executive vp programming and development.
ABC Family is undergoing a corporate restructure that saw longtime development exec Kate Juergens, a 10-year veteran at the network, exit alongside Lynn Stepanian, senior vp acquisitions and scheduling. Ascheim, who joined ABC Family in December, is looking for the network be seen as a young-adult network rather than one that caters to families with kids.