Tom Ascheim, new president of global kids, young adults and classics at Warner Bros. is bring aboard a familiar face as he transitions into the role. Tricia Melton joins the team as chief marketing officer.

Reporting directly to Ascheim, the move reunites the pair, who worked together at Freeform. Melton previously served as SVP of marketing, brand, creative and communications, reporting to president Ascheim.

In this new role, Melton will lead the global marketing and brand strategy for the division, which was formed in March 2019 and has seen several shuffles in leadership since it’s inauguration. She will begin working remotely on June 29, overseeing efforts from Cartoon Network, Adult Swim, Boomerang, Warner Bros. Animation (television) and Turner Classic Movies. Melton is responsible for all marketing aspects, including brand management, creative, social and integrations across all platforms. She will be working across the entire WarnerMedia org to support key franchises. Eventually, Melton will be based at the Warner Bros. studio in Burbank.

Prior to her role at Freeform, Melton served as the SVP of entertainment marketing and branding for TBS, TNT and TCM. Before that she served as VP of marketing for Lifetime Television.

In the past few years marketing execs have played a large role in the direction of kids content. Former Disney film marketing head Ricky Strauss was put in charge of all of Disney+’s marketing and content efforts, credited as one of the key architects behind the success of the platform, alongside Agnes Chu. 

Meanwhile, Sesame Workshop also recently hired a new CMO. Samantha Maltin is responsible for global management, consumer engagement, social media, data strategy and brand creative. She has been leading during all of its COVID-19 efforts and shepherding its series of townhalls with CNN addressing both the disease and racism.