MTV, VH1 and Logo promoted Jacqueline Parkes to an expanded role as Chief Marketing Officer and Executive Vice President of Digital Studios, a dual role in which she will continue to oversee marketing and creative for the group while also assuming oversight of digital content and social media for the brands. In her new role as EVP of Digital Studios, she will partner closely with Viacom Digital Studios to develop original digital series, franchises, verticals and other content for MTV, VH1 and Logo, and build on the brands’ combined social reach of more than 300 million followers worldwide. Most recently, Parkes served as CMO for MTV, VH1 and Logo. She will continue to report to Chris McCarthy, President of MTV, VH1 and Logo.
“Over the course of her amazing career, Jacqueline has demonstrated a passion for reinvention and innovation that has also been a hallmark of our brands,” said McCarthy. “I’m thrilled that Jacqueline is taking on a bigger role in our organization and will apply her intuitive ability to connect with audiences to our fast-growing digital portfolio.”
“It’s a privilege to be a part of Chris’ leadership team and have the opportunity to drive fan engagement for our amazing portfolio of brands across all platforms,” said Parkes. “I look forward to partnering with VDS to develop digital originals that will continue to expand our business.”
Parkes joined MTV in 2016 and quickly applied her deep expertise and fresh approach to reinvigorate the brand across platforms. During her tenure, MTV’s prime ratings have climbed 25%, social streams have tripled, and overall digital streams have risen to more than 500M views per month this year, up +85% over last year. In May, MTV had its most streamed month on Facebook ever, with nearly 510 million total video views across all MTV accounts. A champion of innovation, Parkes has pushed the boundaries of platforms on multiple campaigns, including the custom Lens product created for Snapchat and a partnership with Google’s Unskippable Labs on consumer insights.
At VH1, Parkes and her team have grown video streams +28% year-over-year and driven growth and engagement on social around “RuPaul’s Drag Race” and “Love & Hip Hop.”
Since overseeing the creative teams across both brands, the group has garnered a host of accolades including several PromaxBDA Awards, Shortys and Art Directors Club prizes.
In her new role as EVP of Digital Studios, Parkes and her team will build a full slate of original digital series, franchises, verticals and other content. This summer, the Digital Studios unit will introduce three new shows including “Yo! MTV Whips,” a YouTube show with Nick Cannon getting a taste of hip-hop’s most insane cars; “Snookin’ in the Crib,” a YouTube show extension of the “Cribs” franchise with Nicole “Snooki” Polizzi of “Jersey Shore” fame; an MTV News daily show on Twitter and “Promposal” on Snapchat, which follows teens as they land their dream dates.
Prior to joining MTV, Parkes had a transformational career at Major League Baseball, where she served as the first female Chief Marketing Officer in professional sports. During her tenure, she helped power a new era of prosperity for the league in which it more than quadrupled revenue, and helped launch revolutionary efforts including the top-selling sports app of all time, MLB At-Bat. Before MLB, Parkes worked in licensing and marketing at Jim Henson Productions.
Parkes was named to Forbes’ “Most Influential CMO on Social Media,” both Crain’s and Sports Business Journal’s “40 Under 40,” an AdAge “Woman to Watch” and one of PR Week’s “Top 40 Marketing Innovators to Watch.”