NEW YORK, NY– Thursday, October 14, 2021 – BET, (a subsidiary of ViacomCBS Inc., NASDAQ: VIACA, VIAC), the nation's leading provider of quality content for African American audiences, announced today that Paula Tripp will be joining the company as Senior Vice President of Consumer Insights, reporting to Executive Vice President and Chief Marketing Officer Kimberly Paige.

In this role, Tripp will oversee BET’s Consumer Insights group, responsible for the development insights for the BET brand and new show development, including the design of BET’s category leading SVOD service, BET+ and the newly announced venture BET Studios. She will also work with many of BET’s biggest advertising partners to develop data-based strategies to authentically reach the African American consumer base. Tripp will be responsible for the design and application of a qualitative and quantitative research approach to glean consumer insights that drives material business impact for the BET brand.

“On behalf of the BET team, we are elated to have found in Paula a leader with a demonstrated track record turning data into meaningful, actionable, consumer marketing insights,” says Paige. “Our research-led approach to consumer marketing is one of BET’s superpowers. It is this combination of art and science that keeps us uniquely positioned to meet the needs of Black audiences. We are confident that, with Paula, BET will continue to create marketing that matters, is meaningful and moves business metrics.”

Tripp joins BET with over two decades of experience uncovering insights and implementing strategic action to drive growth, with a proven track record of improving the billion-dollar Fortune 500 brand, McDonald’s. Before joining BET, she most recently served as the Head of Foundational and Menu Insights at McDonald’s, where she built and led the McDonald’s Foundational Insights Team that leveraged consumer insights to reinvent the legacy McDonald’s menu and marketing development program. Tripp was instrumental in McDonald’s transition to an Evidence-based Marketing Approach, using science of consumer behavior principles to drive traffic, conversion, and revenue. While rising through the ranks at McDonald’s over her 16-year career there, Tripp applied key learnings about the consumer perspective to inform brand and portfolio strategies and drive long-term growth.

“I am excited to be joining team BET, where I’ll have the unique opportunity to do meaningful work that uplifts and empowers the Black community,” says Tripp. “With my background and BET’s commitment to using research and insights to drive impact, I am confident that we will continue to meet and exceed the needs of the Black community in ways that only BET can.”

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BET, a subsidiary of ViacomCBS Inc. (NASDAQ: VIACA, VIAC), is the nation's leading provider of quality entertainment, music, news and public affairs television programming for the African American audience. The primary BET channel is in 125 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom, sub-Saharan Africa and France. BET is the dominant African-American consumer brand with a diverse group of business extensions including BET+, the preeminent streaming service for the Black audience;, a leading Internet destination for Black entertainment, music, culture, and news; BET HER, a 24-hour entertainment network targeting the African-American Woman; BET Music Networks - BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, BET’s growing festival business; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET around the globe.


Mia Scott-Aime

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