Jimmy Jellinek has been named VP of content marketing and digital innovation for Turner’s TBS and TNT. He will report to Michael Engelman, TBS and TNT executive vice president of entertainment marketing and brand innovation.

“Jimmy comes to TBS & TNT with a wide range of experience in traditional marketing, as well as digital and social media, not to mention a wildly creative sense of innovation and storytelling,” said Engleman. “He’ll play a critical role in how TNT and TBS build relationships with fans, moving both networks toward a more content-centric marketing model and growing our audience affinity across platforms. We’re thrilled to welcome him.”

This is the latest move in the networks’ strategy to focus marketing efforts on content and engagement across platforms, as implemented by Kevin Reilly, president of TBS and TNT and chief creative officer of Turner Entertainment. As part of that, Jeff Gregor last November was promoted to chief catalyst officer for TBS and TNT and Engleman was hired.

Based in Los Angeles and reporting to Engleman, Jellinek is responsible for leading the development of all content marketing for TBS & TNT, as well as overseeing multi-platform content publishing and social media amplification.

In keeping with the marketing team’s “always-on” approach, Jellinek supervises the creation, production and ongoing development of branded content and social and digital content related to the networks’ current series lineups and overall brand position. He also leads the development of new marketing products and techniques, using analytics and social insight while working with the best content creators in the field. In addition, he is tasked with optimizing and innovating the way marketing, on-air creative, ad sales, production and series stars can come together throughout the production timeline to create opportunities for new content marketing.

Jellinek joins Turner after serving as the president of entertainment and chief content officer for Playboy Enterprises and the editorial director of Playboy and Playboy.com. In this role, Jellinek oversaw content development for the company’s media properties, including print, online, mobile, TV, film and radio.

Prior to that, Jellinek served as Heavy.com‘s vice president of entertainment and programming. He also held editor-in-chief positions at Maxim, Stuff and Complex, in addition to launching FHM in the United States.

Jellinek started his career at Rolling Stone, with editorial stints at Details and as a freelance writer for The New York Times Magazine, GQ, Spin, The New York Post and the UK’s The Face. He earned bachelor’s degree in Russian history from Colorado College.

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