Carole Black, the new president and CEO of Lifetime, has engineered her first major hire, bringing in Rick Haskins to fill the new post of executive VP of marketing.
The Haskins appointment comes just one day after Black promoted three of Lifetime’s veterans to executive VP: Lynn Picard in sales, Dawn Tarnofsky-Ostroff in programming-production and Jim Wesley, the chief financial officer.
Haskins and Black worked together at Walt Disney, creating a marketing department for Disney’s Buena Vista TV from 1989 to 1993.
Haskins says he plans to make use of some of the resources of Lifetime’s two parent companies, Walt Disney and Hearst Broadcasting, to help the marketing effort.
A recent survey Black commissioned indicated that the 41% of women who didn’t watch Lifetime “don’t know much about the channel.”
Haskins’ job will be to educate those women to Lifetime’s original series such as the drama “Any Day Now,” the sitcom “Oh Baby” and the reality series that premieres next week, “Beyond Chance,” hosted by Melissa Etheridge.
Haskins most recently ran his own marketing company, the Haskins Group, with clients such as Microsoft, Intel and McDonald’s.
Before that, he was director of development for Buena Vista TV from 1993 to 1996. For the previous five years, he was Buena Vista’s VP of marketing. From 1982 to 1988, he was a brand-management executive with Procter & Gamble.