Billboard Women in Music 2025
Shondaland has promoted three executives to expanded roles as it aims to grow its communications/marketing, consumer products and digital media footprints. The shingle, currently based at Netflix under an overall deal, has upped Alyssa Schimel to to a newly created role as VP of global content marketing, communications and talent strategy, while Catherine Yan Lustro has been named senior director of global merchandise strategy and experiences and Seth Plattner will serve as senior director of digital engagement and content strategy.
The promotions come as Shondaland celebrates its 20th anniversary.
“These new and expanded roles are a reflection of continued growth for Shondaland as our audience becomes more and more global,” said Shondaland co-presidents Sandie Bailey and Chris DiIorio, in a joint statement. “Alyssa, Catherine and Seth have played a key role in the success of their respective divisions and we are excited for them to step into these new positions as we strive to give our audiences more.”
Schimel moves to her new gig after previously serving as vice president of marketing and communications. As VP of global content marketing, communications and talent strategy, Schimel will oversee “communications and marketing for all Shondaland content including streaming, broadcast, audio, digital, consumer products and experiences,” according to a press release. She’ll also lead “talent strategy for all external talent associated with Shondaland projects as well as Shondaland executives.”
As senior director of global merchandise strategy and experiences, Yan Lustro will be tasked with developing and managing Shondaland’s ‘increasing IP-based consumer product strategies.’ Her responsibilities will include product development through launch, and Yan Lustro will be a ‘key collaborator’ with Shondaland partners.
In Plattner’s new role, he’ll be responsible for growing Shondaland’s digital division. Plattner will be part of a new digital media division at Shondaland encompassing all of the brand’s digital marketing properties including social media, a new A/V team for video and audio production, and the shondaland.com website.
