Alexandra Shapiro serves as executive vice president, marketing and digital, for USA. In this position, she is responsible for the creative oversight of the network, which includes consumer and strategic marketing, digital, brand initiatives, promotions and business development for the network. She reports to Chris McCumber, USA’s co-president, and is based in New York.
Shapiro most recently served as senior vice president for the USA. Since joining the network more than a decade ago as vice president of consumer and affiliate marketing, she has been a vital part of maintaining USA’s #1 status for 23 consecutive quarters and has created social equity and awareness for the brand.
Through innovative tactics, cutting edge media plans, promotions and digital support, Shapiro expertly launches and sustains USA’s arsenal of original programming. Her impressive track record includes award-winning and record breaking hits such as MONK, SUITS, NECESSARY ROUGHNESS, WHITE COLLAR, BURN NOTICE, ROYAL PAINS, as well as the campaign for the upcoming event drama POLITICAL ANIMALS.
Shapiro played a pivotal role in creating USA's multiplatform and award-winning brand identity “Characters Welcome," the first in the network’s 30-year history. She helped usher in award-winning brand initiatives, including CHARACTERS UNITE, the public affairs campaign developed to combat prejudice and discrimination, and CHARACTER PROJECT, an ongoing artistic initiative committed to celebrating America's extraordinary characters.
In addition to serving as a brand steward, Shapiro continues to oversee the network’s digital and Social TV expansion, which has garnered industry wide recognition and various awards. Extending the broadcast narrative off-channel via transmedia storytelling as well as standalone social games earned her and her team an Ad Age Vanguard Award for the BURN NOTICE Graphic Novel and a Shorty Award for Best Social Media Campaign for TV for the PSYCH HashTag Killer.
Her strategic marketing vision to extend the “Characters Welcome” brand through innovative partnerships and monetization strategies has elevated USA’s profile in the advertising community. Responsible for the planning and execution of the network’s upfront, she shepherded USA’s bold move into the upcoming broadcast Upfront Week.
A graduate of Brown University, Shapiro first held marketing positions at the prestigious Chicago-based Leo Burnett and Calvin Klein. Shapiro is an avid supporter of the performing arts and has helped to produce a number of short films and theater productions, including a recent Broadway revival of the David Mamet play “Speed-the-Plow.” She serves on the board of Scenarios USA, an organization that empowers underprivileged youth through writing and filmmaking projects and consults for RARE, an international conservation organization.
Shapiro, her husband and their two children reside in New York.
Getting Physical: Marketing Beyond the Electronic Screen
Tuesday, May 22, 2012
11:00 AM - 12:00 PM
Room 151AB East