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James Cuthbert Joins BET in Brand & Marketing Role


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BET has confirmed that James Cuthbert has joined as Senior Vice President, Brand Strategy & Marketing, reporting to Chief Marketing Officer, Kimberly Paige.

In his new role, Cuthbert will lead marketing strategy and execution, including initiatives designed to highlight the innovations, thought leadership and talent of BET for key audiences. In his new role, Cuthbert will ensure that BET’s positioning advances key business objectives and love for the BET brand.

“James is a consumer marketing powerhouse with a proven track record of driving cultural relevance and brand engagement,” said Kimberly Paige, Chief Marketing Officer, BET. “His success for iconic brands such as Red Bull, Coca-Cola, and many others will help us build on our four decades of brand equity to forge a reimagined path to the future of the BET brand.”

Cuthbert joins BET with 15 years of experience in marketing consumer-focused products and companies on a global scale. He previously served as the Head of Marketing for Red Bull North America, where he led brand, sports, culture, and communications initiatives for the southern third of the United States. During his tenure at The Coca-Cola Company, Cuthbert held leadership positions of increasing responsibility, including leading African-American Multicultural Marketing, as well as Sprite. Under his leadership, Cuthbert created Sprite’s “Obey Your Verse” campaign partnering with several A-list hip-hop artists including, Drake, J. Cole, Nas, Rakim, and Missy Elliott. In 2017 and 2018, he was named a “40 Under 40 Brand Marketer” by Brand Innovators.

“BET is the premier destination for African-American content and experiences, so I am truly humbled by the opportunity to contribute to the future of this powerful consumer brand,” said Cuthbert. “I am eager to build our engagement with our existing audiences and create connections with new ones in today’s dynamic consumer landscape.”