Seasoned communications executive Shannon Buck, who most recently served as EVP Publicity for Peacock and previously worked at Netflix, has been named EVP, Head of Communications and PR for Paramount Direct to Consumer. She will oversee global communications and publicity strategy for the division, working closely with Paramount’s Direct-to-Consumer Chair Cindy Holland, who announced the hire internally, and Chief Communications Officers Melissa Zuckerman.
“Shannon is a seasoned strategic communications executive with over 20 years leading publicity and communications for content across platforms, specializing in direct-to-consumer audience engagement and brand building,” Holland, who worked with Buck at Netflix, said in the memo, which you can read in full below. “She has a proven track record of developing award-winning campaigns, with particular expertise in strategies that drive subscriber acquisition and retention.”
At Peacock, Buck led publicity efforts for the NBCUniversal streamer’s slate, including pop culture hits Love Island and The Traitors.
Before that, Buck served as VP, Series Publicity at Netflix where she oversaw the teams across scripted, unscripted, and stand-up content. Campaigns under her purview include Bridgerton, Stranger Things, The Queen’s Gambit, The Crown, Emily in Paris, Queer Eye, Love Is Blind, The Circle, among others. This followed a stint as Director, where she developed and executed publicity campaigns for Netflix series including Black Mirror, Mindhunter, Master of None, and Big Mouth.
Prior to Netflix, Buck was SVP, Programming Publicity for Starz, working across awards, events, talent relations and programming publicity strategy. Before that, she was a VP at FerenComm, with clients including Bravo, Food Network, AMC, WeTV, DIY Network, Sundance Channel, Starz and History Channel. Buck began her career at Fox News Channel as a media relations coordinator.
Here is Holland’s memo:
I am excited to share that Shannon Buck will officially join the team starting tomorrow, as EVP, Head of Communications and PR for Paramount Direct to Consumer. Her oversight will include global communications and publicity strategy for our business. Shannon is a seasoned strategic communications executive with over 20 years leading publicity and communications for content across platforms, specializing in direct-to-consumer audience engagement and brand building. She has a proven track record of developing award-winning campaigns, with particular expertise in strategies that drive subscriber acquisition and retention.
She joins us from NBCUniversal where she most recently served as head of Integrated Communications across all their television and studio group, coordinating campaigns across multiple entertainment brands within a single corporate structure. She started as Head of Publicity for Peacock where she led earned media efforts for their slate including inserting Love Island into the cultural zeitgeist and driving critical and consumer success for The Traitors. She had a six year run at Netflix where she helped build and structure the team during rapid organization growth and demonstrated particular success in international campaign coordination and scaling teams with an eye towards innovation.
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