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Twenty-five-year Viacom veteran Niels Schuurmans is moving up at the company.
He has been appointed to the newly created position of chief marketing officer for Viacom’s Paramount Network (currently Spike TV), TV Land and CMT.
In his new post, Schuurmans — who starts immediately — will oversee marketing and creative for Spike and oversee its rebranding to the Paramount Network ahead of its launch next year. Additionally, he will oversee cross-network marketing plans for all three networks, working with each of their respective marketing teams. Schuurmans will report to Kevin Kay, Spike TV, TV Land and CMT president.
“I am so thrilled to welcome Niels back home to Spike – and to two new destinations for him, TV Land and CMT,” Kay said Friday in a statement. “Niels is a marketing visionary with a keen sense of brand building through innovation and creativity. With a successful track record of creating and developing new brand identities at Viacom, he will play a vital role in the evolution of the Paramount Network, along with working to grow and evolve TV Land and CMT.”
Schuurmans becomes the latest executive appointment that Kay has made since adding oversight of TV Land and CMT to his responsibilities. As part of Viacom’s rebuilding plan, Kay was tapped to oversee all three networks — with Paramount Network one of the six properties that Viacom CEO Bob Bakish identified as core brands for the company.
Schuurmans most recently served as chief creative officer and executive vp branded content at Viacom Velocity, where he worked on marketing content across all Viacom brands and platforms — including fellow key brands MTV and Comedy Central as well as VH1, Spike, CMT, Logo and TV Land. He started his career at fellow Viacom core brand Nickelodeon, leading development and launching shows including SlimeTime Live and a push into feature films with Rugrats, Wild Thornberry and Spongebob.
Schuurmans joins an executive team at Paramount Network that includes development topper Keith Cox, who added the new cabler to his TV Land duties.
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