Garen van de Beek has been promoted to exec veep and creative director of CBS Marketing Group.

Van de Beek succeeds Ron Scalera, the longtime Eye exec who died unexpectedly in April at age 49 (Daily Variety, April 22). Van de Beek had worked closely with Scalera since joining the Eye in 1999 as exec director of on-air advertising and promotion.

Van de Beek, who had been senior veep of on-air advertising and promotion, oversees creative and production of all marketing and promotion for the Eye network’s entertainment programming. With van de Beek’s promotion, Lori Shefa has been upped from veep to senior veep of on-air promotion.

Van de Beek reports to George Schweitzer, prexy of CBS Marketing Group.

“Ron Scalera’s legacy is large and will not be forgotten,” Schweitzer said in announcing the promotions. “He built a tremendous organization and a first-class team. Garen and Lori have long been an important part of that team and are each dynamic, creative and collaborative leaders. We are so fortunate to have them guide our talented, imaginative and dedicated group of writers, producers, editors, designers and others as we move ahead.”

Before joining the network, Van de Beek spent nine years working in creative services for Eye O&Os in Houston and Los Angeles.

Shefa joined CBS in 1997 as director of affiliate on-air promotion, and was most recently promoted to veep at the network in 2004.