Tricia Melton has been named Freeform’s senior vice president, marketing, brand and creative, where she will lead the creative marketing vision for the network and spearhead the strategic execution of all marketing activities across linear and digital platforms.

She’ll also oversee all on-air and off-air marketing, in addition to integrated marketing, audience development, franchise and brand management, as well as promotional partnerships.

“As Freeform positions itself as the young adult brand for The Walt Disney Company, Tricia will lead the way toward a master-brand strategy that combines the best of both linear and on-demand,” said Freeform President Tom Ascheim in a statement. “Although this is a period of rapid change, we are embracing it as a tremendous opportunity and Tricia’s talents and track record should prove to be a win for us – and most importantly – our viewers.”

Melton said she’s looking forward to joining the network at such a significant time.

“The way that Freeform has evolved as a linear and digital network over the past two years has been fascinating to watch, and I’m excited that I now get to help champion and grow the next chapter of a brand that reaches the most important audience in the world,” Melton said.

Melton most recently served as senior vice president of entertainment marketing and branding for TBS, TNT and Turner Classic Movies (TCM). As a pivotal player in TBS’s comedy-centric rebrand, she supervised high-profile, innovative and socially driven marketing campaigns for shows such Cougar Town, Family Guy, American Dad and Conan.

She also led award-winning marketing initiatives for TNT’s cable hits that include The Last Ship, Legends, The Closer, Rizzoli & Isles, Falling Skies, Major Crimes and Dallas, and led the brand strategy refresh as TNT refocused on drama.

Prior to Turner, Melton served as vice president of marketing for Lifetime Television as well as Oxygen Media. At the latter, she developed the network’s first ever Super Bowl ad completely targeted toward women, which won a Whitehouse Project Award for positive portrayals of women in the media.

She’s also served as vice president of marketing for Food Network; vice president of marketing and promotions for Channel One Network in New York; and at the Whittle Education Network, a division of Whittle Communications.

She serves on the advisory board at PromaxBDA, as well as on the boards of University of Georgia, Peabody School of Journalism and Melinc.

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