industry development / promo pathway

2014 Promo Pathway Program

PromaxBDA's Promo Pathway Program is the first accredited on-air promotions training program in the United States. The curriculum of the program prepares young talent for an exciting creative career in television entertainment marketing.

PromaxBDA invites passionate and ambitious creative talent to apply for the 2014 Promo Pathway Program. Applications are now open.


date & time

Final Deadline: April 18, 2014


Promo Pathway trains creative talent to write, produce and edit on-air promotions and is designed to fast track a pipeline of diverse creative talent into the television entertainment marketing industry.

Through a combination of courses, internships at networks, agencies and studios, and professional development workshops, students receive intensive 12-month training in short-form writing, creative execution, editing and production.

During the final semester of the program, each student will complete a short-form promotion assignment presented and critiqued by a panel of television marketing executives and creative leaders.


  • Learn to write, produce and edit on-air promotions for television networks
  • Opportunity to intern with a top television network or creative agency
  • Network with leaders in television promotion, marketing, advertising and design
  • Get industry career and professional development from PromaxBDA
  • Earn a writer, producer, editor certificate from Santa Monica College


Promo Pathway is a 12-month intensive scholarship program.

Students must commit to all activities, training, internships and workforce development components.



April 18:   Application Deadline
May 8-9:   Semi-Finalist interviews conducted by PromaxBDA/Santa Monica College
May 24:   Finalist selected and notified
June 6:   Finalists confirm participation
June 23:   Promo Pathway Program Launch


Aaron Goldman   Vice President, On-Air Brand Creative   Lifetime
Anthony Armenise   Senior Vice President, Topical Promotions   NBC
Brian Dollenmayer   Executive Vice President, Marketing & Promotion   WGN America
Chris Donovan   Senior Vice President, On-Air Marketing
& Promotional Content
  E! Entertainment
Ethan Adelman   Vice President, On-Air Promotion   FX Networks
Jill Hotchkiss   Vice President, Marketing & Creative   Disney XD
Jim Vescera   Senior Vice President, Creative Services   Sony
John Chuldenko   Director/ Writer/ Producer   Dangertrain
Karen Miller   Vice President, On-Air Promotions
& Creative Services
  Warner Bros.
Keith Grant   Creative Director   ABC
Murphy Gilson   Senior Vice President, Creative Marketing
& Brand Strategy
Rebecca Daughherty   Vice President, Entertainment Marketing   Disney ABC TV Group
Sarah LaBrache   Vice President, On-Air Promotions   CBS
Scott Edwards   Executive Vice President, On-Air Promotions   FOX
Steph Sebagg   President & Chief Creative Officer   BPG
Steven Bushong   Senior Vice President, Marketing Operations   Disney ABC TV Group
Stu Weiss   Owner   Studio City
Susan Solano Vila   Executive Vice President, Marketing   Telemundo


student work



industry work


This program has lent more to my growth in 3 months than the majority of my college experience. It stresses on the importance of good work, but it doesn't ignore the have taught me how present myself in emails better and how to read intently which has lent its hand in how I speak and listen. Though this program has pushed me towards promo, I can still say that the lessons in business culture and networking have been applicable across all fields and industries. This program has both inspired the kind of work I want to create and the kind of professional I want to be, the latter being why this program has been more influential than the traditional college experience. – Jonathan Lopez, Writer-producer-editor, Warner Bros.

"Promo Pathways was a stepping stone between where I was and my goals. I knew I had the drive and I knew I had the skills, I just needed someone to believe in me before even knowing what I could do, and that's what these guys did. They took a chance and introduced me to a whole new world of opportunities and experiences I never even knew existed. It helped shape who I am professionally and my life did a 180 simply because I applied. Who I am now and who I was 3 years ago are two completely different people. I went from a kid in college with a passion for television to an editor/producer at a network in just one year and none of it would have been possible or obtainable in such a short amount of time if it wasn't for the Promo Pathway program." – Cesar Fonseca,Producer-Editor, Pivot

I have always been sure that I wanted to work in the Spanish television industry but I had a difficult time finding an internship on my own. It wasn't until after my graduation from the Promo Pathway that I got my big break through. I boarded an airplane and for the first time in my life left Los Angles to what would be the biggest opportunity of my life. Telemundo Network in Florida was the network that opened the doors to me & if it weren't for that summer internship I wouldn't be where I am today... Consumer Marketing Specialist at Telemundo 52, the local station in Los Angeles. Every day I learn new things in every photo shoot, sales commercial, marketing project and local events. All I wanted was a chance to prove that I have a passion for this industry & thanks to Promo Pathway & Telemundo... I am where I want to be... I found my place and my purpose! – Jenny Monzon, Consumer Marketing Specialist, Telemundo Network

Promo Pathway has helped me to discover hidden creative talents within myself and further develop them into marketable skills for the Entertainment Industry. Through Promo Pathway I have been able to discover a career path that I am passionate about. – Shanita Murray, Production Assistant, Warner Bros.

It was gutsy, but the best part was, there was an end goal: Being prepared to be a writer/producer and having a mentor who’s going to advocate for you in the sense of getting your resume out, introducing you to people, helping you to network with people you didn’t have access to. If you do what you’re supposed to do in this program, nothing but good can happen. Having the support of PromaxBDA on this… I wouldn’t have had the doors open to me the way they are now. I have EVPs and SVPs returning my phone calls… you can’t get that walking in the door. – Dave Carter, Writer- Producer-Editor , NBC Universal

The Promo Pathway Program changed my life. I learned valuable skills, like video editing and copywriting, but some of the most important benefits of the program were new business skills, powerful industry connections, and the network of professionals from my cohort. In such a highly competitive industry, any advantage is helpful, and the Promo Pathway Program offers many unique opportunities for success. – Teresa Rachilla, Digital Marketing Strategist, TRes Chic Promotion




More information coming soon.

industry development questions

For questions or how to get involved today please contact:

Katerina Zacharia

VP Membership & Development

tel: +1 310.789.1523