LORI SHEFA PROMOTED TO SENIOR VICE PRESIDENT,
CBS ON-AIR PROMOTION

Garen van de Beek has been named Executive Vice President and Creative Director, CBS Marketing Group, and Lori Shefa succeeds van de Beek as Senior Vice President of On-Air Promotion for CBS, it was announced by George Schweitzer, President, CBS Marketing Group.

In his new role, van de Beek will lead CBS's Entertainment Advertising and Promotion group, which is responsible for all creative and production elements of the Network's marketing for CBS Entertainment, including on-air promotion, print, cable, online, digital, outdoor and radio. 

As the new head of CBS's on-air creative department, Shefa will spearhead the conception and production of an extensive assortment of promotional campaigns and spots designed to launch and support the Network's programming.     

These moves are a result of the sudden passing in April 2010 of Ron Scalera, who held the position of Executive Vice President and Creative Director of CBS Marketing since 1997. 

"Ron Scalera's legacy is large and will not be forgotten," said Schweitzer.  "He built a tremendous organization and a first-class team.  Garen and Lori have long been an important part of that team and are each dynamic, creative and collaborative leaders.  We are so fortunate to have them guide our talented, imaginative and dedicated group of writers, producers, editors, designers and others as we move ahead."    

            van de Beek joined the CBS Marketing department in 1999 as Executive Director, On-Air Advertising and Promotion.  He was promoted to Vice President, On-Air Advertising and Promotion in 2003, and was elevated to Senior Vice President, On-Air Advertising and Promotion in 2007.  In this position, he has been responsible for all day-to-day aspects of CBS Marketing's promotional organization, including numerous campaigns for show launches, special events and music and graphics design.   

He served as Director of Creative Services CBS's Owned and Operated Los Angeles station, KCBS-TV, from 1996 to 1999, and was Director of Creative Services at KHOU-TV, CBS's Houston affiliate, from 1990 to 1996.  Prior to that, he was Promotion Manager at WZZM-TV in Grand Rapids, Mich.  He started his career as a Senior Writer/Producer at KOAT-TV in Albuquerque, N.M.

van de Beek is a graduate of UCLA (B.A. Mass Communications).

Shefa has been Vice President of On-Air Promotion for CBS since 2004, after serving two years as Vice President of On-Air Promotion at UPN.  She first joined the CBS Television Network in 1997 as Director of Affiliate On-Air Promotion, and she served as Director, Station Promotion, West Coast, for the Network from 1998 to 2002.   Shefa began her career at two CBS affiliates: first as a Promotion Manager at WDEF-TV in Chattanooga, Tenn., and later as a Promotion Writer/Producer at WIVB-TV in Buffalo, N.Y.  She later worked as a Promotion Writer/Producer at KDFW-TV in Dallas, followed by positions as a Director, Advertising and Promotion at KSTP-TV in Minneapolis and Creative Services Director for WLWT-TV in Cincinnati. 

Shefa earned her B.A. in Journalism from Louisiana Tech University.

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Press Contacts:

Phil Gonzales                818-655-1580             phil.gonzales@cbs.com

Barbara Abseck           212-975-4637             beabseck@cbs.com