Tammy Henault has been appointed Chief Marketing Officer of the NBA, the National Basketball Association (NBA) announced today (October 28). Henault will answer to Mark Tatum, the NBA’s deputy commissioner and chief operating officer. Henault is currently Paramount+’s senior vice president of marketing for streaming. On November 21, 2022, she will formally sign up with the league.
Henault will oversee all international marketing initiatives for the NBA and its affiliated leagues in her new position as chief marketing officer. She will do this to engage fans and advance the organization’s mission to inspire and connect people from all walks of life through the power of basketball.
She will also play a key part in advancing the rollout of the NBA’s Next Gen platform, collaborating closely with the product and content teams on the redesigned NBA App and NBA ID, the league’s new international membership programme that offers fans perks and incentives.
Henault previously worked at Paramount Global, where she oversaw a team of more than 150 people in charge of brand, partnership, and performance marketing as well as audience growth, customer acquisition, and customer retention.
Henault oversaw the marketing plan for the 2021 launch of Paramount+ in all of its global markets. Morning Consult ranked Paramount+ as the year’s No. 1 fastest growing brand in America, and it generated record membership numbers.
She oversaw the go-to-market strategy for CBS All Access, the first direct-to-consumer subscription service for a major U.S. television network, during her eight years at the company. CBS All Access is a collection of more than 100 original and exclusive shows and movies, including 1883, Halo, Star Trek: Discovery, and The Good Fight. She also oversaw live sports programming and other original library content.
Henault managed the acquisition and retention marketing team for The New York Times’ wildly successful digital subscription business while serving as managing director of consumer advertising for digital products at The New York Times prior to joining Paramount.
. At the magazine divisions of PEOPLE, TIME, and InStyle, she also handled a variety of direct-to-consumer and performance marketing responsibilities.
Henault, a member of the Ad Age 40 Under 40 list for 2021, received a bachelor’s degree from the University of Pennsylvania and an MBA from New York University’s Stern School of Business. She is presently a Brooklyn resident.
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