ViacomCBS Consumer Products promotes key executives across its leadership team

Published on: 25th June 2021

ViacomCBS Consumer Products has promoted a swathe of key executives across its leadership team, a move that follows a period of success and growth in the consumer products division across franchises including SpongeBob SquarePants, Blue’s Clues & You, Star Trek, South Park, MTV, and more.

Lourdes Arocho has been promoted to senior vice president, Paramount Pictures Licensing, Global Games and Publishing for ViacomCBS Consumer Products, where she will lead the global strategies and partnerships for these businesses. Meanwhile, Chris Groll is promoted to senior vice president, consumer products design, ViacomCBS, a critical role in liaising with the creative community on brand extensions across all ViacomCBS franchises globally.

Elsewhere, Priya Mukhedkar takes on the role of senior vice president, packaged goods, ViacomCBS Consumer Products, overseeing CPG in the US and expanding her scope to include global promotions and all seasonal and celebrations businesses.

“I want to congratulate Lourdes, Chris, and Priya on their well-deserved promotions and the tremendous leadership that they have shown for their teams,” said Pam Kaufman, president, global consumer products, ViacomCBS. “As they step into their new positions, these roles serve as cornerstones that are crucial to delivering the most innovative global consumer products campaigns for our adored characters and iconic franchises.”

In her expanded role as SVP, Paramount Pictures Licensing, Global Games and Publishing, Arocho will bring her strong industry relationships, strategic growth plans, and proven global partnership management to VCP’s gaming, publishing, and Paramount licensing programs. She has previously launched numerous successful partnerships, retail programs and products driving significant growth for the company’s biggest franchises. Arocho is based in Los Angeles and reports to Pam Kaufman.

Groll has been promoted to senior vice president, consumer products design, ViacomCBS. In this new role, Groll will build on more than a decade of experience in consumer products design. Through his leadership, he has ensured that the consumer products organization is working with forward thinking, best in class designers that reflect current trends, while expanding perspectives on design at a global level.

Groll will continue to oversee his expanding team, and play a key role working with the ViacomCBS content teams to translate the company’s top IP into innovative VCP brand extensions. He is based in New York reporting to David Chustz, executive vice president, global creative group, ViacomCBS.

Finally, as SVP, packaged goods, ViacomCBS Consumer Products, Mukhedkar will continue to oversee all CPG businesses in the US and add global oversight of the promotions and seasonal business.

Since joining ViacomCBS in 2018, Mukhedkar has built strategic alliances with major consumer products brands and is the driving force behind some of our most iconic partnerships. She joined ViacomCBS from The Walt Disney Company where she was responsible for growing the Star Wars and Marvel consumer products business in several categories. She worked across Consumer Products Licensing, Disney Parks and Studios.


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