TV One has hired Kenetta Bailey to head its marketing efforts.
Beginning Oct. 10, Bailey will serve as executive vice president and CMO for the African-American-targeted service.
Most recently with We TV, Bailey will lead and manage all phases of marketing and advertising outreach efforts for TV One. Her responsibilities will encompass brand strategy development, coordination and execution across the company, including developing creative and media strategies, and leveraging and maximizing advertising and promotional investments.
As senior vice president of marketing at We TV and spinoff service Wedding Central, Bailey launched a number of successful marketing campaigns, notably season-premiere campaigns for the series Bridezillas, My Fair Wedding with David Tutera, High School Confidential, and Joan and Melissa: Joan Knows Best. She also played an integral role in the brand launch of the linear network Wedding Central in August 2009. The network has since been shuttered.
Before joining We TV in 2006, she served as group marketing director at NBC Universal's Telemundo Network, where she led the marketing and production team responsible for driving revenue with creative, client-driven marketing initiatives targeting the Hispanic audience and supporting the network's upfront and scatter ad sales markets.
Prior to working at the Spanish-language broadcaster, Bailey spent five years in the music industry. She first served as senior director of strategic business development for RCA Records Label, a division of Sony BMG, and later as vice president of strategic marketing for BMG Music. There, Ms. Bailey led digital, media and other branded partnerships for artists including Christina Aguilera, The Dave Matthews Band, Elvis, Kenny G and Tyrese. Earlier in her career, she held marketing positions at Pepsi-Cola Co. and Kraft Foods, where she managed brands and strove to build consumer affinity
"Kenetta really understands cable network marketing strategy and brand management, and she knows how to reach a targeted audience," said TV One president and CEO Wonya Lucas in announcing the hire. "Her experience at We TV, Telemundo and BMG Music, plus her years at Pepsi and Kraft, all provide an invaluable background for this position, as we look to build TV One's brand and awareness of our content offerings."
Noted Bailey: "I'm excited to join TV One at this time of change for the organization. It's a growing network, with an audience I can identify with and programming that I'm passionate about."