Discovery Channel has promoted Lara Richardson to group executive vice president of marketing for Discovery, Animal Planet and Science Channel.

Richardson previously served as senior vice president of marketing for Discovery Channel. In her new position, she’ll be responsible for creating and executing the marketing vision across the Discovery brand group including on-air and print campaigns as well as domestic distribution of creative content.

She will continue to be based in Los Angeles and report to Rich Ross, group president of Discovery, Animal Planet, Science Channel and Velocity.

“Lara understands what it takes to build a marketing campaign that delivers high impact,” Ross said in a statement. “She is a leader, incredibly talented and has driven the marketing behind Discovery’s biggest series and projects. I’m very excited to see her creative vision expand across the networks.”

Richardson’s work includes Emmy Award-winning Shark Week campaigns, including the 2013 “Snuffy the Seal” promo that went viral. Her creative has been honored by PromaxBDA, Cannes Lions International Festival of Creativity and Cable Fax.

Before joining Discovery Channel, she was vice president of creative for TLC where she oversaw the network’s rebrand and the “TLC Summer” campaigns. She also served as creative director at the History Channel and supervising producer at TLC and Discovery Home Channel.

In 2005, she shot, directed and produced the documentary film Katrina: A Volunteer Story for Discovery Production Group about her volunteer experience after the disaster, which ran on TLC. She’s has also worked as senior writer-producer for Oxygen Media and director of on-air group promotion and marketing for USA Broadcasting.

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