ViacomCBS’ MTV Entertainment (MTVE) just made Jason White, former Global Head of Marketing for Beats by Dre, as Chief Marketing Officer. His position will oversee marketing, creative and social engagement across the MTVE footprint, reporting only to the President, Chris McCarthy. Starting bright and early Monday morning, White plans to dig into MTVE’s Social Impact team focusing on; civic engagement, mental health and social justice. MTV names Jason White Chief Marketing Officer
White, who most recently was a top cannabis provider with the startup brand, Curaleaf, serving as their CMO just last year.
As CMO at Curaleaf, White led the development of the new startup Curaleaf brand. Additionally, he developed the Possible Plan, a nonprofit focused on changing the cannabis narrative by aiding those most harmed by the war on drugs.
Previously, While was EVP and Global Head of Marketing for Beats by Dre. He oversaw the award-winning Straight Outta Compton campaign in partnership with the film about Beats’ founder, Dr. Dre, and his life and career in Compton that celebrates every city in the world because everyone is straight outta somewhere.
White also conceived of LeBron James’ (NAACP’s 2021 Presidents Award winner) Re-Established, marking the player’s return to the Cleveland Cavaliers in 2014, and co-authored product launches with Serena Williams, DJ Khaled and Pharrell. Before Beats, White spent nearly a decade at Wieden+Kennedy where he’s most known for his groundbreaking with Nike. MTV names Jason White Chief Marketing Officer
Here is MTV’s Chris McCarthy’s internal memo:
Team,
I am excited to share great news about our leadership in Marketing; the appointment of Jason White as CMO….
Jason will be joining our team as our new CMO. He comes to us with a tremendous wealth of marketing and creative experiences having worked with some of the most iconic brands of all time, including Nike, Apple, Beats by Dre and more. Jason was the former global head of marketing for Beats by Dr. Dre, oversaw all Nike creative when he was managing director at Wieden+Kennedy, and, most recently, CMO at start-up Curaleaf, now the nation’s largest cannabis provider. Jason will be overseeing marketing, creative and social engagement across our portfolio of brands and platforms, and will report to me.
He leads an all-star marketing and creative organization to set the marketing direction for our properties and brands and build multi-platform campaigns that drive audiences, subscriber growth, fan engagement and brand enrichment in partnership with divisions across the portfolio and company.
Jason is a passionate Miami Dolphins fan (we won’t hold that against him) and Georgetown Hoyas alum, who loves to travel and listen to live music. …
Please join me in welcoming Jason who officially starts on Monday.
Thank you,
Chris
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