Pam Kaufman is currently the Global Chief Marketing Officer and President of Consumer Products for Nickelodeon, a division of Viacom. In these dual roles, she also directs all global strategic property planning and marketing efforts across television, digital, social, events and music for Nickelodeon’s iconic franchises and hit preschool properties, including SpongeBob SquarePants, Dora the Explorer, Teenage Mutant Ninja Turtles and new hits like PAW Patrol. She also leads Nickelodeon’s billion-dollar global consumer products business, which encompasses merchandising and licensing.
As President of Nickelodeon’s global Consumer Products business, Kaufman spearheads licensing programs with high-profile brands including, Mattel and their various divisions, Playmates and Activision; fashion collaborations with designer and style maker Jeremy Scott and NBA Superstar Carmelo Anthony; and partnerships with retail powerhouses including Macy’s, Walmart, Kmart, Target and Toys ‘R’ Us. During her tenure at the helm of the net’s Consumer Products business her team has notched double-digit increased sales across all key retailers for three consecutive years and has ushered the Nick brand into a long list of new retailers.
Kaufman’s focus as Global Chief Marketing Officer is on strategic planning for key franchise properties across all Viacom platforms. Additionally, she has deep experience directing social and experiential marketing initiatives. She helmed the successful reinvention of Teenage Mutant Ninja Turtles; which has emerged as a global success for Viacom, including a hit CG-animated series; two feature films in partnership with Paramount Pictures; and is a global consumer products powerhouse—currently ranking as the number-one action-figure brand across all retail.
Kaufman oversees the company’s partnership marketing efforts, working with major advertisers such as General Mills and Toyota. She also oversees Nick’s Recreation and Live Events Marketing teams, helming the marketing strategy and support for brand extensions like Nickelodeon Universe at Mall of America, the SpongeBob store at Orlando’s Universal Studios, and the Nickelodeon-branded hotel opening in the Dominican Republic, in partnership with Karisma Hotels & Resorts. She also spearheaded digital initiatives such as the network’s top-selling apps; Nick Radio, the network’s first-ever partnership with iHeartMedia; and live events including the annual Kids’ Choice Awards, the Kids’ Choice Sports Awards and the HALO Awards.
Under Kaufman’s leadership, the Nickelodeon Brand Marketing team was presented with the NAMIC Excellence in Multicultural Marketing award. She’s also received numerous awards in recognition of her innovative work. Most recently, she was named to Multichannel News’ 2016 Class of Wonder Women. Previous accolades include being named Advertising Age’s Entertainment Marketer of the Year, and Brandweek’s Grand Marketer of the Year and Marketer of the Year. She also currently serves as a Board Member of Bottomless Closet.
Before joining Nickelodeon as Vice President of Nickelodeon Promotions Marketing, Kaufman worked at Turner Broadcasting System, Inc., as Vice President, Promotions. There, she started the Promotions Group within TBS’s Licensing & Merchandising division leading the efforts for corporate initiatives like The Flintstones, Scooby Doo and Johnny Quest. she began her career at Grey Advertising’s Beaumont-Bennet division working closely with fast food, packaged goods, and beverage company clients.
Pam earned a Bachelor of Arts in Public Communications from American University.