Ask a Former Assistant: Chanel Watson (Brand & Program Marketing Manager, Paramount+ with SHOWTIME)

Chanel Watson,

Brand & Program Marketing Manager,

Paramount+ with SHOWTIME

- Interview conducted by Michelle Greene, Senior Publicist at The MRKT -

Hi Chanel! Thanks for joining us. Many who are just beginning their journey in the industry may not understand the variety of marketing roles there are in this business. Can you describe what you do as a Brand Marketer? What does your day-to-day look like?

As a Brand Marketer working in the television industry, I focus on consumer-facing marketing tactics to promote our brand and original programming. These tactics can range from paid media promotion on television commercials, social media ads, radio and music streaming promos, and billboards, to experiential promotion through events, screenings, or stunts that will (hopefully) make people want to watch our shows.

Can you tell me about your journey in entertainment and how your career path led to where you are now? 

I initially went to college to become a fashion journalist. I already had some editorial internships under my belt, and I was told from some of my mentors at the time that journalism, marketing, and PR work hand-in-hand in some ways. With that, I looked for marketing internships the summer after my sophomore undergrad year. I ended up landing an internship at BET [Black Entertainment Television] in the consumer marketing department, and I loved it from there. I thought it was a great balance between being business savvy and being creative, and it was with a network I already enjoyed watching. When you’re already a consumer of what you’re marketing, it makes your job ten times easier and more rewarding.

I also found out that marketers get paid way more than journalists, and that was a great selling point for me as someone who was looking to move to New York after college. I ended up working the next summer as an intern atNickelodeon, then landed my first full-time job after college back at BET in the department I interned for.

I stayed at BET for over three years before transitioning to the marketing team atComplex Networks. I’ve always been a fan of Complex, and I loved that I would get the opportunity to work on verticals outside of programming. The role provided me the opportunity to work with podcasts, Complex Shops, andComplexCon—the perfect combination of programming, music, and fashion.

Unfortunately, I joined as a freelancer and due toBuzzfeed's acquisition of the company, I was not able to be brought on full-time, so I ended up leaving. I was a bit skeptical about returning back to television, but I always said that if there was another brand that I would work for under Paramount, it would beShowtimebecause I noticed that they were on the verge of creating more diverse content that could take the industry by storm; especially after they debutedThe Chi. After a few months of job searching, a role came up, and I am now one of the Brand and Program Marketing Managers here on the team.

And what draws you to brand marketing in particular a compared to other marketing capacities?  

To me, the other marketing roles just aren’t as fun! 

I enjoy consumer-facing marketing and creating things that the fans will enjoy. They’re the ones that make the show successful and kept alive in conversations. I always tell interns or anyone interested in transitioning into marketing to go on the LinkedIn Jobs page, and read the descriptions of the marketing roles available. Most jobs will have the same title, but different responsibilities. For example, look out for any marketing or strategist roles that are on the Marketing Operations, Marketing Insights, or Media Buying Teams. These positions are more analytical, which may not be what you’re looking for. If you’re interested in working more within the Events space, look for Event or Experiential Marketing roles that do not require as much focus on strategy planning. Some roles may say "marketing," but they’re actually looking for social media help. You have to know what you want and really take the time to read through the descriptions. It’s the easiest way to not get trapped in a role you hate.T

hat's a great piece of advice. What are other things you know now that you wish you had known when starting out? 

I wish I wasn’t so hard on myself when I messed up tasks back then. When you’re an Intern or Coordinator, there is so much pressure to get everything right and understand everything quickly. Don’t get me wrong—that’s what all employers look for when hiring someone, but I also know now that even the veterans that have worked at companies for 10+ years still have questions and still fuck up. I promise, it’s not just you.

You recently earned a Master’s degree in Media Management. In what ways has an advanced degree shaped your views as a marketer? What inspired you to pursue this degree, and would you recommend further education for others interested in marketing and entertainment?

I have always been interested in the Media Management program at The New School in New York. What I loved is that you took management and leadership courses that I believe were super helpful to understanding team building, emotional intelligence, and continuing education in an ever-changing media industry. A lot of people believe that being a good worker will make you a good Manager, and that’s not the case. Empathy and being cognizant of your team’s skill sets is what will help you become a better Manager.Another favorite courses from the program is Multicultural Media Business, which focused on business and marketing techniques that were successful in shaping top companies such as BET, Telemundo, and Essence Communications. I also enjoyed Race, Ethnicity, and Class in Media ,which was an analysis and reflection of different media images from a broad spectrum within the media industry. It really helped me understand how the media has always had a major influence on the perception of different social groups in society. Learning this helped me be more conscious of the way we market our programming to different demographic groups to make sure we’re not feeding into stereotypes and understanding that our audiences are multi-faceted with layers of interests.I want to make sure we truly do our research to meet audiences where they are—not just where we think they are. I eventually see myself becoming a Professor in media or marketing in the future, which is why I wanted my Master’s. However, I do think it’s worth getting additional education—or even getting a Certificate— so that others know you are up-to-date in your education and familiarity in the marketing or media landscape. I was lucky enough to attend school on a scholarship, so that also helped!

Speaking of remaining up-to-date, tactics in marketing are forever changing due to the ever-changing nature of the industry. What advice would you give to someone who wants to pursue marketing specifically?  

I will always encourage people to try to get an internship. That's your time to figure out what you do and do not like. If you’re a bit later in the game, I would reach out to people on LinkedIn in the marketing departments of any companies you’re interested in applying to, and set up some time for an informational chat with them. That way, you can find out what their jobs are truly like, and you’ll get a quick answer to finding out if the company culture and the job seem like a fit for you. Even if you may not like their job, chances are they know someone in a different department that handles what you’re truly interested in. The media industry is hard to break into regardless, so the more connections, the better.

And what are some ways in which you keep up with the latest marketing trends? 

I follow so many brands, agencies, influencers, media platforms and celebrities on Instagram—it’s ridiculous. That’s my true way of staying up-to-date on everything going on in pop culture! I'm a homebody, but I realized that in marketing, it helps to attend industry events and workshops to stay in-the-know of what’s coming up. I also get email newsletters from sites like AdWeek and Forbes to stay updated on new developments in marketing and business. 

Finally, what parting words of wisdom would you like to share with entertainment industry hopefuls? 

Take the chance. Apply to the job, send the email, tap on their shoulder. Everyone starts where you’re at, and kindness goes a long way. The most someone can do is say no, and that’s not the end of the world.