El Rey Network has hired marketing expert Alma Derricks to the newly created position of chief marketing officer.
Derricks will work with the creative and content teams to strengthen the network’s outreach to “Strivers,” described as the lifestyle network’s target action-loving audience of “viewers who hold strong core beliefs about the importance of family, independence, hard work, craftsmanship, and legacy,” El Rey said in a press release.
Specifically, Derricks will oversee all consumer and trade marketing to highlight the network’s digital content that elevates the consumer experience. She’ll be responsible for developing and leading strategic marketing initiatives that reach audiences both through current and future media platforms, and will report directly to President and General Manager Daniel Tibbets in Los Angeles.
“With her diverse background in entertainment focused on the consumer experience, Alma is a supreme marketer with a deep understanding of what resonates with audiences,” said Tibbets in a statement. “She comes to El Rey with fresh ideas and enthusiasm, and she will be an integral part of the team shepherding the El Rey brand to the next level.”
A brand strategist and marketing expert with more than two decades of experience, Derricks most recently served as vice president, sales and marketing for the resident shows division of Cirque du Soleil, which oversees a portfolio of eight permanent shows in Las Vegas and Orlando.
Prior to that, she developed and launched multimedia brand extensions for franchises including Star Trek, Entertainment Tonight, Dilbert and Peanuts through a series of senior management and consulting positions at Paramount, United Media, the Los Angeles Times and HBO.
Previously, as a firm director in Deloitte Consulting’s strategy practice, Derricks managed strategic planning, new product launches and branding for clients including Verizon, NBC Universal, Southwest Airlines, Redbox and Blue Man Group.