Fremantle hires Paramount exec to fuel branded growth

Fremantle has hired a former Paramount exec to take on a newly-created global branded entertainment role within its new business division.

Lydia Goomansingh becomes senior vice president of commercial, global branded entertainment at the RTL Group-owned group.

She has been tasked with strengthening Fremantle’s global branded entertainment capabilities and scope, including expanding commercial opportunities and interactions with global brands, agencies and media partners.

Goomansingh will also work to increase brand involvement across Fremantle’s IP portfolio spanning unscripted, scripted, digital and social, and experiential.

She starts immediately and reports into Roberta Zamboni, global head of branded content and sponsorship.

Goomansingh joins from Paramount, where she was senior director of commercial content, working on international brand integrations. She has previously held senior roles at BBC Studios, The Walt Disney Company and Sky.

Fremantle group head of strategy and new business Gabriella Carriere said Goomansingh’s appointment “reflects our strong commitment to this key growth engine and underlines our ambition to operate in an increasingly integrated, international and IP-led way”.

Goomansingh added: “[Fremantle’s] enviable roster of hits across multiple genres connects with audiences globally and I cannot wait to work with Gabriella, Roberta and the wider team to develop meaningful commercial opportunities across the slate.”