Discovery-Hasbro JV Bolsters Upper Management Ranks

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Filling out key positions in its upper management ranks, the Discovery Communications-Hasbro joint venture has hired its chief marketing officer, chief financial officer, and senior vice presidents of ad sales and consumer insights and research.

Amber Fredman-Tarshis has been named CMO, joining the kids network joint venture after serving as vice president of marketing for Victoria's Secret since 2006. She will work directly with president and CEO Margaret Loesch and senior management in developing all aspects of the network's brand identity, including its name, logos and overall brand essence.

Amber Fredman Tarshis

The network, which will take over the channel space currently housing Discovery Kids, is expected to launch in late 2010.

Fredman-Tarshis brings a wealth of experience in the children's entertainment space from her time as vice president of global brand management for Warner Bros. Entertainment, Inc., where she managed the Harry Potter brand worldwide, as well as Tim Burton's Charlie and the Chocolate Factory and The Polar Express.

Dan Pimentel, who has been tapped as CFO for the joint venture, will oversee management of its financial planning and analysis functions. Pimentel has extensive experience in both the children's entertainment and cable arenas from his stints at The Walt Disney Co. and most recently Discovery Communications.

At Disney, Pimentel served as controller of the Disney Stores. Most recently, he was vice president of finance for Discovery's Commerce Division, where he led the initiative to reengineer Discovery's financial systems and reporting processes in preparation for the programmer's transition to a fully public company.

As senior vice president of ad sales, Brooke Goldstein will lead the sales team and effort for the joint venture. Goldstein will report to Loesch and receive functional support from Joe Abruzzese, Discovery Communications president of ad sales, and his senior leadership squad.
Prior to joining the joint venture, Goldstein was a managing partner at Mediacom Communications, where she also served as the director of client services. At Mediacom, she worked extensively with a number of premier national clients, including Hasbro.

Lorrie Copeland comes to the joint-venture from Hasbro, where she served as senior vice president and head of consumer insights. In her new role, Copeland will provide the qualitative and quantitative context to support multiplatform, and multimedia business efforts.

As senior vice president of consumer insights and research, she will spearhead the network's customized studies, appearance at industry events and other initiatives designed to break new ground in the field of consumer understanding.
"The additions of Amber, Dan, Brooke and Lorrie to our team solidify the foundation of this new children's network," said Loesch in announcing the hires. "Each of them is a leader in the industry and among the best and brightest in their fields. Their expertise and hard work will help build a world-class, family-friendly destination for children featuring compelling storytelling, strong characters and engaging brands."

The addition of the quartet follows the hiring of Donna Ebbs as senior vice president of programming.

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