Pamela Kaufman replaces Raffaele Annecchino to lead Paramount Global's international business

Pamela Kaufman replaces Raffaele Annecchino to lead Paramount Global's international business

This move reflects the company's ongoing strategy of globalising its operations.


Mumbai: Pamela Kaufman has been appointed as Paramount Global’s new president and CEO of international markets, global consumer products, and experiences. Prior to joining this position, Kaufman was the president of global consumer products and experiences.

This newly created position reports to Paramount president and CEO Bob Bakish. The company said that this move reflects its ongoing strategy of globalising its operations. has decided to leave the company in his role as

Former Paramount International Networks, Studios, and Streaming president and CEO Raffaele Annecchino, who, according to the studio, has "decided to leave the company," was suddenly put on leave last month. At the time, no more information concerning his departure was made public.

In her expanded role, Kaufman will be responsible for driving the continued growth of Paramount's international business and ensuring the strength of the company's international operations across six continents, including broadcast and cable networks, streaming and studios, and the company's commercial capabilities. She will work closely with Paramount's international leadership team, as well as the global content and streaming organisation, to do so, including helping to guide the continued international rollout of Paramount+ and Pluto TV. Kaufman will maintain her current responsibilities overseeing the global multi-billion-dollar consumer products and experiences organisation.

“Pam has been the strategic force behind growing and expanding some of the most iconic global franchises and properties in entertainment,” Bakish said in a statement. “She is a proven and trusted visionary leader who has transformed our consumer products organisation by driving innovation and operating as a global business. Pam is uniquely qualified to lead our international business as we expand and diversify our worldwide footprint and accelerate Paramount's transformation to operate with a truly global approach.”

Bakish added, “I want to extend my thanks to Raffaele Annecchino for the critical role he has played in building Paramount's international business and expanding our global footprint. I am grateful for the dedication he has shown throughout his 25 years at Paramount and wish him well in the future.”

Speaking on joining her new role, Kaufman said, “I am honoured to take on this role at such a pivotal time for Paramount's international business. I know firsthand the global strength of our brand portfolio, and I look forward to working with Bob and the incredible international team as we continue pursuing our global growth strategy, investing in key partnerships, furthering our push into mobile and digital platforms in new markets, and operating as one team globally.”

In November 2021, Kaufman assumed the role of Paramount president, global consumer products and experiences, overseeing worldwide product and business development, marketing, franchise planning, creative strategy, retail sales, and consumer insights for all brands in the portfolio. In less than a year, Kaufman has led the transformation of the consumer products business, unifying the organisation by placing the full power of the Paramount ecosystem behind its most valuable IP. Her commitment to transformation, innovation, and brand building has led to some of the most groundbreaking partnerships in the company's history, including cutting-edge co-branded collaborations with the biggest names in social media.

Kaufman was also responsible for Viacom's first direct-to-consumer e-commerce site in 2019 – The SpongeBob Shop – and has since led the expansion of additional online direct-to-consumer businesses for merchandise tied to various top CBS and Showtime programming, including similar standalone initiatives for brands such as Star Trek, South Park, and MTV.

Prior to that role, she served as Nickelodeon's president of consumer products and CMO. She was responsible for building Nickelodeon's franchises, ranging from PAW Patrol to SpongeBob SquarePants, shepherding them through important tentpole campaigns and milestone celebrations.

Before joining Nickelodeon back in 1997, Kaufman held positions at Turner International, Equity Marketing, and Grey Advertising.