Kids’ WB has upped longtime marketing exec Betsy McGowen to senior VP-general manager.
McGowen replaces former net senior veep John Hardman, who was tapped to head programming 15 months ago. Hardman had been with the channel for five years.
Promotion is the first exec shuffle for the Tadpole since WB topper Jordan Levin took the kiddie unit under his wing in January.
“Since taking over Kids’ WB I’ve felt the network needs a leader like Betsy — an infectious advocate who has embodied the spirit of the network,” Levin said. “She’s a savvy creative and business executive who will … strengthen the bonds with corporate siblings Warner Bros. Animation and Cartoon Network.”
McGowen will report to Levin and WB exec VP of marketing Suzanne Kolb, tacking on series development, programming and scheduling to her marketing and promotion duties.
Exec has been marketing head for the Tadpole since its inception, spearheading branding as well as on-air and off-net promotions.
“I’ve been involved since day one in helping to find the voice of Kids’ WB,” McGowen said. “Hopefully, I can translate and expand that over on the programming side.”
With the Tadpole posting strong gains year-to-date in its core boys 6-11 demo, priority one for McGowen will be drawing more girls to the channel.
“Broadening the demo out is definitely a goal. In addition to boys’ action-adventure shows, I really want to look at different properties and development opportunities that will attract more girls,” she said.
“She really has a good sense of what the network is about and what distinguishes it from its competition,” said Warner Bros. Animation prexy Sanders Schwartz.
Before joining the Tadpole, exec worked freelance writing and producing gigs for Fox and the Disney Channel. She’s also held positions at Fox Kids Network and NBC.