Paramount Hires Christine Benitez as VP of Multicultural Marketing

She joins the studio from Disney, where she oversaw the multicultural marketing for “Star Wars: The Force Awakens”

Paramount Pictures has hired Christine Benitez as vice president of multicultural marketing, the studio announced Monday.

In her new role, Benitez is responsible for the development and implementation of strategies that reach multicultural audiences across all marketing disciplines for Paramount’s theatrical releases.

A 15-year multicultural marketing veteran, Benitez joins Paramount from Disney, where she was director of multicultural initiatives. While there, she oversaw multicultural marketing strategies with a variety of marketing┬ádisciplines, including creative, media, digital, research and cross-company synergy, for such Disney releases as “Star Wars: The Force Awakens,” “Cinderella,” “Maleficent,” “Big Hero 6,” Marvel’s “Avengers: Age of Ultron” and “Guardians of the Galaxy” and Pixar’s “Inside Out.”

Benitez joined Disney in October 2014 after three years as senior VP of Marketing Concepts Group, where she lead award-winning multicultural campaigns for such brands as Verizon, Frito-Lay, General Mills and Hyundai.

Prior to joining MCG, she was a founding partner and chief operating officer of Inspired Brands, charged with developing and managing all Hispanic business in the women’s health and beauty category.