Marketing global brands
A 10-year veteran of the network, Ms. Kaufman, 43, first came to Nickelodeon in January of 1997 when the "Rugrats" brand was about to explode into a movie franchise with multiple product and fast-food tie-ins. Since then, Ms. Kaufman has been charged with marketing other global Nick brands such as SpongeBob SquarePants, Dora the Explorer and Blue's Clues, along with helping take the Nick brand into other ventures such as music (a Nick Records imprint with Sony Music, this summer's Slime Across America tour) and even hospitality with Nick Hotel.
Ms. Kaufman said it's been exciting to watch the Nick brand grow in the last decade as her department's staff has also ballooned to 95 employees today from 15 in 1997.
"Television will continue to be the biggest part of our business, but now there's so many different ways to reach our audience," she said. "While we are speaking loudly across [our] digital and television [properties], we still want to go local and bring the Nick brand through the Slime Across America tour to audiences across the country. It's really exciting doing grassroots or experiential marketing."
What makes her role unique is her additional oversight of the Nick research department (which last week announced an upfront deal with Starcom that would incorporate its joint findings on kids' behavioral changes) and having a hand in the international brand expansion.
Ms. Kaufman said multicultural marketing has also become an increased priority thanks to the new audience Nick has been able to reach through "Dora the Explorer." She said her team has been able to "protect and carve out those budgets each year. Whether it's in support of a Latina show like 'El Tigre' or multicultural efforts around big events."
Including the adult-and-family-targeted Nick at Nite daypart in Nick's Kids and Family Group will also play a role in Ms. Kaufman's responsibilities going forward. "I've seen us really evolve into a prime-time conversation with adults," she said of the Nick at Nite brand. "It will be really fun to market Nickelodeon on a 24-hour basis vs. just the daytime daypart we have really been looking at."