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Lifetime Hires OMD’s Richman To Lead Ad Sales

Lifetime has filled a key position with the hiring of Debbie Richman, managing director of media communications specialist OMD, as the channel's executive vice president of ad sales.

Richman will oversee ad sales for both Lifetime and Lifetime Movie Network, as well as Lifetime Real Women and Lifetime Digital. The latter includes lifetime.com. Starting April 1, Richman will be based in New York, reporting to Lifetime Networks president and CEO Andrea Wong.

Richman steps into the role previously held by longtime ad sales chief Lynn Picard, who resigned as president, ad sales and executive vice president/general manager, last June. Picard’s exit came a couple of months after Wong succeeded Betty Cohen as the leader of the women’s programmer.

Richman is noted for helping create the combined linear/digital upfront presentation for MTV Networks, which was a first in the industry. She also pioneered product integration deals with both cable and broadcast networks, such as the Doritos sponsorship of Stephen Colbert's mock run for the presidency, The Hail to the Cheese: Stephen Colbert Nacho Cheese Doritos 2008 Presidential Campaign.

“An executive of formidable stature with extensive relationships in the media community, Debbie has an outstanding record developing innovative partnerships and client models in this fast-changing business environment,” said Wong in a statement. “Leveraging the expanding platforms against the powerful, top-rated Lifetime brand and our programming assets, Debbie and her team will create even more opportunities and greater value for our advertisers, as well as growth for our organization.”

Senior vice president of pricing and planning Rick Basso and senior vice president of ad sales John Matluck, who completed Lifetime’s upfront sales push last year after Picard’s departure, remain with the company, according to a spokesman.