Bob Bibb and Lew Goldstein are leaving Lifetime, network officials confirmed.
The channel’s top marketing officials were brought in three years ago by former chief Andrea Wong, who departed herself earlier this year.
Bibb and Goldstein, who ran the marketing department for the WB network from its 1995 launch, simply did not have their contracts renewed, an official said.
The departure of the two marketing heads unofficially caps the end of the Lifetime era.
The pair’s repuation actually dates back to the founding years of the Fox network, where they worked under network president Jamie Kellner. (Kellner also brought them along when he moved over to start the WB.)
Departing the WB shortly after it was merged with UPN to form CW, Bibb and Goldstein were enlisted in 2007 by Wong to help burnish a new, more youthful brand for Lifetime, which had been known for "Golden Girls" reruns and older-skewing TV movies. At the time, Wong also brought in Sussane Daniels, who worked alongside Bibb and Goldstein as presiden tof entertainment at the WB.
However, the brand strategy never took hold at Lifetime, with ratings dropping percipitously during Wong’s tenure.
Now all four executives are gone from Lifetime.
With A&E president and CEO Abbe Raven assuming oversight of Lifetime in February, Wong stepped down as CEO, and was replaced by Nancy Dubuc.