Discovery Networks International has named Paul Welling senior vice president of international brand and franchise development. In this new position he will be responsible for developing and executing strategies to launch, position and grow brands across DNI’s global portfolio.
Welling will report directly to DNI’s president of content Marjorie Kaplan and will be based in Discovery’s London office. Most recently, Welling was senior vice president and head of channels for the CEEMEA (Central & Eastern Europe, Middle East and Africa) region. He was responsible for two successful pan-CEEMEA initiatives – the Discovery Channel “Don’t’ Stop Wondering” brand positioning and tagline, and the Emoji-centric TLC brand campaign.
“Paul has proven to be a terrific leader at this company – building strong brands across the CEEMEA region and connecting our content with the consumer,” Kaplan said in a statement. “With his new role, I am excited for Paul to lend his talents to the entire organization and really dig deep on curating content, brands and talent that resonate with viewers while galvanizing our superfans across all screens and around the globe.”
Welling has spent nearly two decades with Discovery Communications – heading up Discovery Networks Emerging Markets channels, leading Discovery Networks UK’s lifestyle and entertainment group and programming the entire portfolio of channels in the UK business. He also led the Discovery Networks UK on-air group.
“Great content will inform some superb marketing and vice versa,” Welling said in a statement. “We’re vying for the attention of consumers in so many ways that content can’t stand on its own and be expected to succeed. I think our business partners will continue to benefit from the fully immersive, panoramic view of utilizing content and igniting all the great creativity around that content.”