Engineering multiple major partnerships over the past few months, Pam Kaufman has hit the ground running as the top marketer at Nickelodeon/MTVN Kids and Family Group.
“I am responsible, as the CMO, for setting the marketing strategy for all of the Nickelodeon priorities, including show launches, events, tent poles, and making sure that all of our businesses — television, digital, consumer products and adequate ad sales — are all supporting whatever the priority is,” she said.
The promotion of Kaufman, who had been serving as vice president of marketing and worldwide promotion, comes on the heels of a deal with Marriott to develop 20 Nickelodeon-themed resorts worldwide by 2020; a pact with Mall of America for a Nick-branded indoor theme park; and a four-year agreement with Sony to develop original music and TV projects, including the soundtrack for the Naked Brothers Band, due out this fall.
Another major push: “Slime Across America.” Co-sponsored by Chrysler and kicking off in Los Angeles this week, the campaign is the network's first-ever 20-city interactive mobile tour.
Kaufman, in her last gig, was charged with transporting Nick properties in the U.S. to its channels around the world. To that end, Nick teamed with Burger King on a SpongeBob SquarePants episode worldwide.
Additionally, the programmer launched the Dora [the Explorer] Live tour, following the network special Dora's Pirate Adventure.
Crediting hard work this past year and a “killer team,” Kaufman said another recent highlight was the network's 20th annual Kids' Choice Awards.
“As award shows keep declining in ratings, we're the only one that keeps growing in ratings, so I'm very proud of that,” she said. In addition to scoring a major partnership with Wal Mart Stores, Nickelodeon brought in Nestle, Skechers, Burger King, Kia Motors and General Mills.
Besides, said Kaufman, “Where else can you see Justin Timberlake get slimed?”