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Former vice president, multicultural, at Universal Pictures Talitha Watkins has joined leading entertainment and sports agency Creative Artists Agency (CAA), where she will help the agency continue to build out its multicultural business and capabilities, as well as create enterprise opportunities around diverse talent.

In addition, Watkins, a veteran marketer, will provide insights on diverse audiences and markets to CAA’s motion picture, music, marketing and television clients.

Watkins joins CAA after six years as vice president of multicultural at Universal Pictures, where she worked across all marketing divisions, including publicity, media, digital, creative, research and partnerships, to maximize the studio’s outreach efforts to African-American audiences.

While at Universal, Watkins worked on numerous films, including the “Fast and Furious 6,” “Furious 7” and “Straight Outta Compton.”

Prior to Universal Pictures, Watkins was an assistant general manager with Telepictures Productions, Inc. and oversaw operations, sales and marketing for five female-focused digital properties in the Warner Bros. portfolio, including Ellentv.com, Extratv.com and TyraShow.com.