Shondaland promotes Alyssa Schimel, Catherine Yan Lustro, Seth Plattner
Billboard Women in Music 2025
Shondaland has promoted three managers to extensive roles, because it aims to grow its communication/marketing, consumer products and footprints of digital media. The Shingle, currently located at Netflix under a general deal, has raised Alyssa Schimel to a newly created role as VP of global content marketing, communication and talent strategy, while Catherine Yan Lustro has been appointed senior director of Global Merchandise Strategy and Experiencing and Sethate.
The promotions come as Shondaland celebrates its 20th birthday.
“These new and extensive roles are a reflection of continuous growth for Shondaland as our audience becomes more and more worldwide,” said Shondaland Co-Presidents Sandie Bailey and Chris Diiorio, in a joint explanation. “Alyssa, Catherine and Seth have played a key role in the success of their respective departments and we are delighted that they will step into these new positions while we strive to give our audience more.”
Schimel goes to her new performance after he had previously served as vice president of marketing and communication. As a VP of Global Content Marketing, Communications and Talent Strategy, Schimel will supervise ‘Communication and Marketing for all Shondaland content, including streaming, broadcast, audio, digital, consumer products and experiences’, says a press release. She will also lead to “Talent strategy for all external talent associated with Shondaland projects, as well as Shondaland leaders.”
As a senior director of the global merchandise strategy and experiences, Yan Lustro will be charged with developing and managing the increasing IP-based consumer product strategies from Shondaland. Her responsibilities include product development by launch, and Yan Lustro will be an ‘important employee’ with Shondaland Partners.
In the new role of Plattner, he will be responsible for the growth of the digital division of Shondaland. Plattner will be part of a new digital media division at Shondaland that includes all digital marketing properties of the brand, including social media, a new A/V team for video and audio production and the Shondaland.com website.
