In a bold move that could reshape audience engagement strategies, Shannon Buck is stepping into an influential role at Paramount’s direct to consumer division.
Cindy Holland is diligently assembling a robust team at Paramount, specifically within its direct-to-consumer segment, which encompasses popular streaming platforms like Paramount+ and Pluto TV.
The seasoned public relations expert Shannon Buck is taking the helm as executive vice president and head of communications and public relations at Paramount Direct to Consumer. Before joining Paramount, Buck made significant strides at NBCUniversal, where her most recent title was executive vice president of integrated communications.
In an email shared with the staff, Holland expressed enthusiasm about Buck's arrival, stating, “Shannon is a highly experienced strategic communications leader, boasting over two decades of expertise in public relations and promotional efforts across various media platforms. She especially excels in direct-to-consumer audience engagement and brand development.” Holland went on to highlight Buck’s impressive history of crafting award-winning campaigns and stressed her particular skill in strategies that effectively enhance subscriber acquisition and retention.
Before her tenure at NBCU, Buck spent six transformative years at Netflix, where she advanced to become vice president of series publicity, working during the same period that Holland was also part of the Netflix team. Her experience isn’t limited to just these two giants; she has also made significant contributions at Starz and the public relations agency FerenComm.
Here is Holland’s complete message to her team:
"I am thrilled to announce that Shannon Buck will officially join us starting tomorrow as EVP, Head of Communications and PR for Paramount Direct to Consumer. In this vital role, she will oversee the global communications and publicity strategy for our business. Shannon is a veteran in strategic communications, with a remarkable two-decade career leading publicity and communications initiatives across various platforms. Her focus has been on direct-to-consumer engagement and brand building, and she possesses a well-documented history of developing award-winning campaigns with particular mastery in strategies that drive both subscriber acquisition and retention.
She comes to us from NBCUniversal, where she most recently led Integrated Communications for all their television and studio groups, coordinating multifaceted campaigns across different entertainment brands within one corporate umbrella. Initially, she served as the Head of Publicity for Peacock, where she was instrumental in integrating shows like Love Island into mainstream culture, elevating its visibility and success. During her six-year appointment at Netflix, she played a pivotal role in shaping and expanding the team amid rapid organizational growth, showcasing particular success in coordinating international campaigns and innovating in team scaling.
But here's where it gets controversial: given Buck's extensive experience, how will her strategies differ from those currently in motion at Paramount? Will she introduce radically new perspectives that could challenge the norms?
What do you think—will Buck's extensive background enhance Paramount’s positioning in the competitive streaming landscape, or are there potential pitfalls? Join the conversation and share your thoughts in the comments.
