As Chief Marketing Officer and Executive Vice President of Digital Studios for the Entertainment & Youth Group of ViacomCBS, Parkes oversees marketing and creative, digital content and social media for the nine brands in the group, which include MTV, Comedy Central, Paramount Network, the Smithsonian Channel, Pop TV, CMT, and partners closely with Viacom Digital Studios to develop original digital series, franchises, verticals and other content for all three brands. Parkes reports to Chris McCarthy, President of Entertainment and Youth Group.
Parkes joined MTV in 2016 and quickly applied her deep expertise and fresh approach to reinvigorate the brand across platforms. During her tenure, MTV experienced four straight years of prime ratings growth— the best streak in 15 years - and is the #1 cable network in prime with P18-34 in FY19 (non-sports), up from #9 in FY16. MTV and VH1 together accounted for 8 of the top 10 reality series in FY19 with P18-34. Social streams have tripled, and overall digital streams have risen to more than 500M views per month, while cross-platform engagement has increased the brand’s social following by over 53M followers and is on track to have the most cross-platform streams ever (over 3B total) in FY19.
A champion of innovation, Parkes has pushed the boundaries of platforms on multiple campaigns, propelling the 2020 VMA’s to garner 41.1 million interactions across social media, making it second only to the Super Bowl among social television events this year. In response to COVID-19, she launched the social and talent-led campaign for #AloneTogether, which was adopted across all ViacomCBS platforms and hundreds of companies, including Google, Snap, WarnerMedia and ABC/Disney. In total, the campaign has gained 8.7B impressions, 890M video views and 32M engagements across platforms.
Prior to joining MTV, Parkes had a transformational 21-year tenure at Major League Baseball, where she became the first female CMO in professional sports. Under her leadership, MLB saw its revenue quadruple, “MLB At-Bat” become a top-selling sports app of all time, and the launch of an organization-wide commitment to community affairs and philanthropy, including Jackie Robinson Day and a partnership with Stand Up To Cancer. Parkes began her career at Jim Henson Productions where she worked in global licensing and marketing for the Muppets.