BET Networks has named Michael D. Armstrong as general manager in a newly created position, it was announced on Thursday.
In the new role, Armstrong will oversee content strategy and multiplatform scheduling, marketing, corporate communications and operations. He will being in the new role next month, reporting directly to BET Networks Chairman and CEO Debra Lee.
Armstrong most recently served as EVP and general manager of revenue & emerging brands for Viacom International Media Networks. He first joined Viacom in 1998 and held a variety sales and affiliate marketing roles for brands including MTV, VH1, Nickelodeon, Comedy Central and CMT.
The company has also elevated Jeanine Liburd to chief marketing & communications officer, another new position. She will oversee all facets of strategic and creative brand development, consumer marketing and cross-business initiatives.
Donna Blackman has also been upped to senior vice president of business operations, where she will serve as the liaison for all internal BET Networks departments with Viacom Media Networks shared services. Blackman and Liburd will both report to Armstrong.
“Today’s announcement outlines key changes to our operating structure that further solidify our position as a thriving global brand,” Lee said in a statement. “Michael exemplifies the values of strong, dynamic leadership – and his vast knowledge of our industry and how our audiences connect with content is unmatched.
Known for their passion for our business and their strong experience in the industry, Jeanine and Donna have a proven track record of developing dynamic strategies that have accelerated growth, elevated brand awareness for BET and engaged consumers worldwide,” she continued. “These appointments will strengthen our ability to drive growth in ratings and digital metrics, achieve strategic goals and deliver strong financial performance.”