Freeform’s Tricia Melton Named CMO of New Warner Bros. Division

She follows Tom Ascheim to global kids, young adults and classics segment

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Tricia Melton will start her new Warner Bros. role on June 29. Warner Bros
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Another exec is leaving Freeform for Warner Bros.’ new global kids, young adults and classics division.

Tricia Melton, who had been svp of marketing, brand, creative and communications at the Disney-owned cable network since 2017, will become CMO of the new segment, beginning June 29.

She’ll be reporting to a familiar face at Warner Bros.: former Freeform president Tom Ascheim, who stepped down last month to become president of global kids, young adults and classics. Ascheim, who spent six years at Freeform, starts June 15, two weeks before Melton.

Melton will head up global marketing and brand strategy for the new division, which includes Cartoon Network, Adult Swim and Boomerang, as well as Warner Bros. Animation for TV and Turner Classic Movies (TCM).

“Tricia is creative, strategic and ahead of the curve when it comes to innovation in marketing,” said Warner Bros. CEO and chair Ann Sarnoff in a statement. “We’ll look to her expertise and experience to help us shape our overall messaging and consumer outreach as we formally launch a unified kids, young adults and classics business at Warner Bros. We have such a great collection of brands and IP, and I can’t wait for Tom and Tricia to get started and help take us to the next level.”

It’s a return to the company formerly known as Time Warner for Melton, who previously served as svp of entertainment marketing and branding for TBS, TNT and TCM, working on shows like Conan, The Closer and Rizzoli & Isles. She has also been vp of marketing for Lifetime Television and vp of marketing for Food Network.

“I’m like a kid in a giant content candy store, thrilled at the opportunity to work with these talented teams and innovative content creators,” said Melton in a statement. “I’m honored that I get to now champion and help grow the next chapter of these legendary brands.”

Freeform hired Ascheim’s replacement last week: Tara Duncan, a former Netflix exec who most recently had an overall producing deal at Hulu, will join the network on June 8.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.