USA Network’s Shapiro upped to executive vice president

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USA Network has promoted Alexandra Shapiro to executive vice president of marketing and digital.

The move is significant because Chris McCumber, who was named to co-president of USA Network along with Jeff Wachtel last year, had continued to oversee marketing after his promotion.

Now McCumber is handing over marketing to Shapiro as he becomes more involved in the rest of USA’s operations. Wachtel is the programming guru of USA, which has had a strong track record with original programming.

USA, a unit of Comcast Corp.’s NBCUniversal, puts a heavy emphasis on branding. The cable network, whose motto is ‘characters welcome,’ is known for quirky shows like ‘Burn Notice,’ ‘Royal Pains’ and ‘White Collar.’

Shapiro has been with USA for more than a decade. She will continue to report to McCumber.

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-- Joe Flint