Ron Scalera, executive vice president and creative director of the CBS Marketing Group, died April 21, 2010, in Los Angeles after collapsing during a morning walk. He was 49.
Scalera began his CBS career in 1997, when he became as senior voice president and creative director of advertising and promotion. His efforts helped CBS earn the moniker “America’s Most Watched Network” through campaigns on behalf of such series the CSI franchise, NCIS, The Big Bang Theory, The Good Wife and Undercover Boss. He was promoted to his current position in the CBS Marketing Group in 2004.
His work included sales promotion, affiliate promotion, network creative services and all special events, including affiliate meetings and upfront presentations. He also oversaw Eyelab, the digital promotion unit that produces and distributes short-form videos to the CBS Audience Network, ultimately reaching hundreds of consumer websites.
Originally from Newark, New Jersey, Scalera began his television career in the 1980s at WNYW, the Fox affiliate in New York City. He held a series of positions at Fox, and was part of the network’s group that in 1996 was named Marketing Team of the Year by Promax International.
Scalera is survived by his wife, a son, a daughter, his mother and a brother.