Michelle James is the Vice President for 360 Consumer Marketing and Brand Strategy for BET Networks, the nation’s leading provider of quality entertainment, music, news and public affairs television programming for African-Americans.
In this role, Ms. James directs the management and development of consumer marketing strategies, media plans and advertising campaigns for BET’s properties, initiatives, and show launches. James is also responsible for the BET brand activation at BET Experience at L.A. Live, an annual three-day festival with comedy, concerts and more taking place at the Los Angeles Convention Center, Club Nokia and STAPLES Center. In 2017, James led the consumer marketing efforts for The New Edition Story mini-series on BET, the highest premiere in five years for the network; amassing 29M viewers.
Prior to joining BET, Ms. James was the Senior Director of Sales Development for ESSENCE Communications – the preeminent lifestyle magazine for African-American women and the internationally renowned Essence Music Festival, one of the largest entertainment events in the world. At ESSENCE, James was responsible for the brand’s positioning across all divisions and drove strategic research and insights initiatives.
James has also held positions within such organizations as Sean Combs Enterprises, Scholastic, Harper’s Bazaar and Vanguarde Media, publisher of HONEY, Heart & Soul and Savoy magazines, amassing 20 years experience in media.
Ms. James holds a Bachelor of Arts degree in television from Western Kentucky University and a Master of Science degree in media from New York University.
During her tenure at BET Networks, James completed the Cable Executive Management Program at Harvard Business School and is an alumna of the Betsy Magness Leadership Institute.