James Cuthbert Joins BET Networks as Senior Vice President of Brand Strategy & Marketing

James Cuthbert Joins BET Networks as Senior Vice President of Brand Strategy & Marketing

BET (a subsidiary of ViacomCBS Inc., NASDAQ: VIACA, VIAC), the nation’s leading provider of quality content for African-American audiences, announced today that James Cuthbert has joined BET as Senior Vice President, Brand Strategy & Marketing, reporting to Chief Marketing Officer, Kimberly Paige.

In his new role, Cuthbert will lead marketing strategy and execution, including initiatives designed to highlight the innovations, thought leadership and talent of BET for key audiences. In his new role, Cuthbert will ensure that BET’s positioning advances key business objectives and love for the BET brand.

“James is a consumer marketing powerhouse with a proven track record of driving cultural relevance and brand engagement,” said Kimberly Paige, Chief Marketing Officer, BET. “His success for iconic brands such as Red Bull, Coca-Cola, and many others will help us build on our four decades of brand equity to forge a reimagined path to the future of the BET brand.”

Cuthbert joins BET with 15 years of experience in marketing consumer-focused products and companies on a global scale. He previously served as the Head of Marketing for Red Bull North America, where he led brand, sports, culture, and communications initiatives for the southern third of the United States. During his tenure at The Coca-Cola Company, Cuthbert held leadership positions of increasing responsibility, including leading African-American Multicultural Marketing, as well as Sprite. Under his leadership, Cuthbert created Sprite’s “Obey Your Verse” campaign partnering with several A-list hip-hop artists including, Drake, J. Cole, Nas, Rakim, and Missy Elliott. In 2017 and 2018, he was named a “40 Under 40 Brand Marketer” by Brand Innovators.

“BET is the premier destination for African-American content and experiences, so I am truly humbled by the opportunity to contribute to the future of this powerful consumer brand,” said Cuthbert. “I am eager to build our engagement with our existing audiences and create connections with new ones in today’s dynamic consumer landscape.”

About BET

BET, a subsidiary of ViacomCBS Inc. (NASDAQ: VIACA, VIAC), is the nation’s leading provider of quality entertainment, music, news, and public affairs television programming for the African-American audience. The primary BET channel is in 90 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom, sub-Saharan Africa, and France. BET is the dominant African-American consumer brand with a diverse group of business extensions including BET.com, a leading Internet destination for Black entertainment, music, culture, and news; BET HER, a 24-hour entertainment network targeting the African-American Woman; BET Music Networks – BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, BET’s growing festival business; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET around the globe.


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