MUMBAI: The Discovery-Hasbro Joint Venture president and CEO Margaret Loesch has announced the appointment of four senior executives to the children’s television network, which is scheduled to launch in late 2010. 
 
Joining the yet-to-be named network are Amber Fredman-Tarshis as chief marketing officer, Dan Pimentel as chief financial officer, Brooke Goldstein as senior vice president of ad sales and Lorrie Copeland as senior vice president of consumer insights and research.

Loesch says, “The addition of Amber, Dan, Brooke and Lorrie to our team solidifies the foundation of this new children’s network. Their expertise and hard work will help build a world-class, family-friendly destination for children featuring compelling storytelling, strong characters and engaging brands.”

Fredman-Tarshis joins after serving as VP of marketing for Victoria’s Secret since 2006. As CMO, Fredman-Tarshis will work directly with Loesch and the senior JV team in developing all aspects of the network’s brand identity including its name, logos and overall brand essence.

Fredman-Tarshis also possesses experience in the children’s entertainment space from her time as vice president of global brand management for Warner Bros Entertainment. While at Warner Bros, Fredman-Tarshis managed the Harry Potter brand worldwide, as well as Tim Burton’s Charlie and the Chocolate Factory and The Polar Express starring Tom Hanks.

Pimentel, CFO for the joint venture, will oversee management of its financial planning and analysis functions. Pimentel has experience in both the children’s entertainment and cable television arenas from his time at Walt Disney Company and most recently Discovery Communications. While at Walt Disney Company, Pimentel served as controller of the Disney Stores. Most recently, he was vice president of finance for Discovery’s commerce division, where he led the initiative to reengineer Discovery’s financial systems and reporting processes in preparation for Discovery Communications’ transition to a fully public company.

Goldstein will lead the sales team for the joint venture. Goldstein will report to Loesch and receive functional support from Discovery president of ad sales Joe Abruzzese. Prior to joining the joint venture, Goldstein was a managing partner at Mediacom Communications, where she also served as the director of client services. During her tenure at Mediacom, she worked extensively with a number of premier national clients, including Hasbro.

Copeland comes from Hasbro, where she served as senior vice president and head of consumer insights. In her new role, Copeland will provide the qualitative and quantitative context to support multiplatform, multimedia business efforts across the joint venture. She will spearhead the network’s customised studies, appearance at industry events and other initiatives designed to break new ground in the field of consumer understanding.