Marketing chief Mell ankles Fox

Exec hopes to work with more advanced marketing techniques

Fox Broadcasting marketing chief Roberta Mell has ankled her post.

Mell, who joined the net in June 2002 as exec VP of marketing, had one year remaining on her deal. A Fox spokesman declined comment on Mell’s departure; no word yet on a replacement.

Fox has had a rocky history with marketing execs in recent years. Mell replaced Senn Moses, who held the top marketing gig for a brief time in 2000. Post went unfilled for more than 18 months after Moses ankled, with former Fox chairman Sandy Grushow taking a more active role in marketing the network.

Mell said she was leaving as part of her desire to work with more advanced marketing techniques. “There’s a move away from broadcast as the dominant medium (of promotion) and that’s what I want to explore,” she said. “Some of the things I’m interested in, I don’t think I can do here. I don’t think broadcast is ready for that.”

“I really got the department to move beyond very basic, traditional marketing techniques,” she said, singling out the net’s efforts in integrated marketing and on the Internet.

More recently, Mell oversaw a massive marketing push on behalf of Fox’s summer schedule of original scripted skeins. During her tenure, net also completely overhauled its on-air look, a makeover that snagged an international marketing award.

Before Fox, Mell spent 12 years at HBO.

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