Stephanie Bailey (left) and Shian-Li Tsang (right) | Source: Paramount Global

Paramount Global is expanding its consumer products leadership across emerging media, games, global toys, franchise planning, and CP marketing divisions with new roles for key leaders. 

“Staying focused on the consumer is at the heart of everything we do, so we have made key updates to the leadership within the organization to maximize our portfolio,” says Pam Kaufman, president of consumer products and experiences at Paramount. “These new remits, along with our new hires, set us up to further grow our franchises from SpongeBob to Star Trek and deliver the best products and experiences for today and the future.”

Priya Mukhedkar, who previously served as the senior vice president of consumer products, will now serve as SVP of global toys and packaged goods. In her new role, Mukhedkar will add global toys to her scope of business development, licensing for consumables, and brand marketing at Paramount. Her track record demonstrates inclusive leadership and strategic alliances with major consumer product brands including Unilever, Danone, and P&G. 

Stephanie Bailey is also joining the global toys team as vice president after co-leading the global toys group. Her work has been integral in bringing Nickelodeon hits including Blue’s Clues & You!, Baby Shark, and That Girl Lay Lay to the toy aisle, as well as upcoming products for Santiago of the Seas

Rebecca Tatlock, formerly the vice president of global toy licensing, will now serve as vice president of business development for games. In her new role, Tatlock is responsible for new partnerships and opportunities across all business models. She most recently led key global toy partnership deals across Paramount’s major franchises, including Star Trek and Teenage Mutant Ninja Turtles

Related: Paramount Consumer Products Welcomes Dan Cook as Senior Vice President of Global E-Commerce

Erika Winterholler, who previously served as vice president of business and development and licensing for games, will now serve as vice president of business development and operations for emerging media. In her new position, Winterholler will focus primarily on emerging media initiatives, including growing NFT business, VR, AR, and new metaverse platforms. Recently, she helped Paramount partner with Recur to launch, the company’s digital collectible portal that allows fans to collect NFTs across key franchises.

Prima Chambers has joined Paramount as vice president of multi-generational franchise planning. In her new role, Chambers will support the growth of key priority properties within the Paramount Consumer Products division by leading the development of strategic long-range plans. Prior to joining Paramount, she accumulated almost two decades of consumer brand experience across roles in research, development, and marketing.

Paramount also hired Shian-Li Tsang to serve as vice president of consumer products marketing. In her new position, Tsang will oversee the company’s retail marketing, social marketing, and brand go-to-market strategy. As VP, she is responsible for representing the brands through social programming, IP launch campaigns, and omni-channel retail activations. Tsang previously worked at companies including The LEGO Group, adidas, and DICK’s Sporting Goods, where she demonstrated success in integrating omni-channel marketing strategies. 

With these new hires and appointments, Paramount is maximizing its portfolio of consumer brands, including Paramount Pictures, Nickelodeon, CBS, and more.

About the author

Madison Eubanks

Madison Eubanks

Madison Eubanks is an editorial intern at the Pop Insider, the Toy Insider, and the Toy Book. When she’s not binge-watching the entire Harry Potter film series for the 42nd time or thrifting for vintage toys, Madison contributes her writing to all three publications. She is excited to explore the world of toys and pop culture. In her free time, Madison enjoys listening to music, writing film reviews, and performing roller skating tricks.