Santa Monica, CA · IB Brand Consulting

Global Brand Director · Paramount Pictures

Strategy that
makes brands
matter.

25 years building brands from idea to shelf to screen — across entertainment, alcohol, CPG, and technology. Creator of Paramount Scares. Architect of campaigns that reach hundreds of millions.

See the Work Work With Me
Scroll
Career at
Paramount Pictures Constellation Brands Anthem Worldwide Winery Exchange American Marketing Assoc.

Data that reveals.
Strategy that moves.

Irene Bassett is a senior brand strategist who has spent 25+ years translating consumer data into campaigns, positioning, and products that cut through.

Currently Global Brand Director at Paramount Pictures, she leads 360° integrated marketing across the full film library — from audience targeting and brand positioning to creative direction and campaign execution at scale.

In parallel, she runs IB Brand Consulting, her independent practice serving clients in entertainment, alcohol, cannabis, and tech.

IB Brand Consulting
Irene Bassett
25+
Years in brand strategy

Conceived. Built. Launched from zero.

Paramount
Scares.

A first-of-its-kind horror community brand — conceived, built, and launched by Irene as a shared enterprise asset giving every vertical of Paramount a unified platform to engage the horror fanbase year-round.

Built the full brand identity, community strategy, content programming, and partnership ecosystem from scratch. First studio to run TikTok Search Ads for Home Entertainment — delivering a 645% lift over CTR benchmarks.

View the campaign
289
Titles in the horror library
28M+
Followers across platforms
18%
YoY consumer spend growth
1,142%
Social following growth
18
Live events in 2024
20.4M
Social impressions in 2024

2024 Anniversary Campaigns

Footloose 40th

152M+ impressions · $11M media value

Today segments, Kevin Bacon tour, Tribeca screening, Masked Singer collab

Interstellar 10th

35M+ impressions · $7M+ media value

Limited IMAX run · Collector's Edition · widespread press

Mean Girls 20th

125M+ reach across platforms

Influencer mailers, Fathom Event, RuPaul's Drag Race crossover

The Crow 30th

4.1M+ impressions

Custom influencer campaign, back-in-theatres event, Letterboxd giveaway

2024 Partners include

American Airlines Fangoria Bloody Disgusting Masked Singer Tribeca Film Festival Letterboxd Fantastic Fest Popcorn Frights Saturn Award Nomination

Alcohol · Brand Launch · Constellation Brands

Cooper & Thief
Cellarmasters

Built from idea to shelf for a $33 billion global alcohol company. Led cross-functional teams and agency partners — driving creative excellence and profitable product development for a multi-million dollar NPD wine brand.

Launched 2016 · Constellation Brands · Innovation Marketing Manager

Work With Irene

CPG · Brand Launch · Constellation Brands

Callie
Collection

A multi-million dollar NPD wine brand launched through deep consumer insights, integrated marketing campaigns, and category analysis. Presented from P&L through final creative to trade and executives.

Launched 2016 · Constellation Brands · Innovation Marketing Manager

Work With Irene

Entertainment · 360° Campaigns · Paramount Pictures

Campaigns
at scale.
Impressions
in the hundreds
of millions.

As Global Brand Director, Irene architects 360° marketing plans across Paramount's iconic film library — identifying audience targets, setting positioning, and providing creative direction that drives results at scale.

Footloose 40th — 152M+ impressions · $11M media value

Interstellar 10th — 35M+ impressions · $7M+ media value

Mean Girls 20th — 125M+ reach across platforms

Get in Touch
IB Brand Consulting

Brand strategy
from idea
to launch.

Independent consulting practice serving entertainment, alcohol, cannabis, and technology brands. Senior-level strategic thinking for teams who need to move fast and think big — from positioning to package design.

01
Consumer Data & Category Analysis
Quantitative and qualitative research translated into strategic insight. Know your audience before you spend a dollar.
02
Brand Strategy
Positioning frameworks, audience definition, brand architecture. Built to align teams and drive creative.
03
Marketing Campaign Development
360° integrated plans from brief to execution. Media strategy, activation, and cross-functional alignment.
04
Naming
Brand, product, and sub-brand naming — grounded in category analysis and audience fit.
05
Package & Logo Design
Creative direction through print production. Adobe Creative Suite. Brand-first design thinking.
06
Brand & Package Redesign
Revitalising existing brand equity — strategic redesign that respects heritage while driving relevance.
Clients include ABC Studios The Idea Bungalow Truett Hurst Wines Sonoma Creamery Tradewinds Wine BaseDrive

Ready to build something?

Available for select consulting engagements. Santa Monica, CA — remote and in-person.

Start a Conversation

Industries

Deep expertise
across four sectors.

Entertainment
Paramount Pictures, ABC Studios. Campaign strategy, audience targeting, 360° content marketing across theatrical and home entertainment.
Alcohol & Beverage
Constellation Brands, Winery Exchange, Truett Hurst. Brand launch, private label, global retail — from concept to shelf.
Cannabis
Category analysis, positioning, and brand strategy for emerging regulated markets.
Technology
BaseDrive and others. Go-to-market strategy, brand architecture, and campaign development.
"

Irene has a rare ability to gather data, synthesise insight, and turn it into a brand strategy that a whole team can get behind — and then actually execute. She brings the big ideas and the rigour to land them.

LinkedIn Recommendation · Senior Marketing Colleague

Let's build
a brand.

Whether you need a strategic partner for a new launch, a senior perspective on an existing brand, or a full consulting engagement — get in touch.

Get in Touch LinkedIn

Santa Monica, CA · Available for remote and in-person engagements