AwesomenessTV, the digital division of DreamWorks Animation, named TJ Marchetti as its new Chief Marketing Officer on Tuesday, replacing Margaret Laney.

Marchetti will oversee all of the company’s marketing and branding, including its flagship AwesomenessTV property and a Hearst joint venture for the Seventeen YouTube channel and MCN, as well as any future projects.

“TJ comes to AwesomenessTV with a strong track record of combining creativity and technology to build brands and audience loyalty,” said Brian Robbins, co-founder and CEO of AwesomenessTV.

Marchetti previously served as SVP Digital Marketing at Walt Disney Studios, where he was responsible for the digital marketing theatrical and home campaigns for Marvel, Pixar, Disney Animation, Walt Disney Studios Motion Pictures, and Lucasfilm.

He was part of the team that launched Disney Movies Anywhere, which is currently the top-rated free iPad app on iTunes.

Marchetti’s career includes earlier stints at MTV Networks, weplay,com, eHarmony, IAC, Yahoo, and AOL.

AwesomenessTV’s properties target the global teen and tween markets. The company was acquired by DreamWorks Animation in 2013.

Brief Take: AwesomenessTV is looking for an executive with a proven track record at a Blue Chip company to shape its image as it aggressively expands its programming offerings.

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