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USA brand in exec’s hands

McCumber will redefine cabler

USA has elevated senior VP of on-air promotion Chris McCumber to head of marketing, a newly created position.

Intent on refining USA’s broad brand since adding the cabler to her Sci Fi Channel duties in May, net topper Bonnie Hammer — who has often been quoted as saying she wants to add a little sushi and salsa to USA’s meat-and-potatoes mix — has charged McCumber with defining a clearer picture of what USA stands for.

McCumber previously split marketing duties with senior VP Sarah Beatty. A USA spokeswoman said Beatty ankled the company several months ago.

As senior veep of marketing and brand strategy, McCumber will report to Hammer and oversee all strategic and creative vision for USA. He will be responsible for branding as it relates to consumer marketing and media planning, on- and off-air creative advertising and promotion, network packaging, consumer promotions, interactive and interstitial programming.

In his previous position, McCumber oversaw the campaign launches for “Monk,” “The 4400” and “The Dead Zone.”

Before joining USA in 2001, McCumber served in several branding positions, including creative director at media and entertainment practice Razorfish and associate creative director at Lee Hunt Associates, where he worked on MSNBC, ESPN2, Odyssey, Disney Channel and Game Show Network. He began his career as an associate producer at MTV Networks.

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