Michael Armstrong, '02
Senior Vice President and General Manager, BET International and Paramount Pictures Channels
Michael D. Armstrong is senior vice president and general manager of BET International and Paramount Pictures Channels, part of Viacom International Media Networks (VIMN). In this role, which he assumed in January 2011, Armstrong oversees the strategy and operations of BET and the nonpremium channels of Paramount Television in international markets. VIMN is comprised of many of the world's most popular premier multimedia entertainment brands, including MTV, Nickelodeon, Comedy Central, VH1, VIVA, TMF (The Music Factory), MTVNHD, Game One, BET, and Tr3s: MTV, Musicá y Mas, a channel for US Hispanic audiences. Viacom brands are seen globally in more than 600 million households in over 160 countries and 34 languages via more than 160 locally programmed TV channels and more than 550 digital media and mobile TV properties.
Before his role at VIMN, Armstrong had been SVP and general manager of BET International since May 2006, overseeing the strategy, launch, programming, marketing, advertising and operations of BET in international markets, such as the United Kingdom, Africa, and the Middle East. His responsibilities included, but were not limited to, licensing BET programs & formats, developing, launching & monetizing BET branded channels and programming blocks, as well as the development of the BET brands on mobile and broadband platforms in concert with the BET Digital group.
From January 2004 to May 2006, Armstrong was sales director, international marketing partnerships - global, MTV Networks International, where he worked with multinational organizations to develop customized multiplatform advertising partnerships across MTVN's global footprint. From August 2002 to January 2004, he was vice president of affiliate marketing - music group for the affiliate sales and marketing division of MTVN. He oversaw the affiliate marketing strategy for MTV, MTV2, VH1, CMT, and many digital music networks such as VH1 Classic and MTV Jams. He led a dedicated team of marketers that created numerous industry award-winning campaigns.
Prior to assuming that position at the company's New York headquarters, Armstrong spent four years in MTVN's Chicago office in account management. In this capacity, he was responsible for managing relationships, increasing channel distribution, and executing content distribution deals and renewals with regional cable companies for 21 MTVN channels throughout five states in the Midwest.
Armstrong's professional career began at Baxter Healthcare in the Dietary Products' sales division. After his tenure in sales, he joined the national marketing group at the company's Illinois headquarters where he was responsible for creating marketing applications for products as they emerged from the business development process.
Armstrong received an MBA in strategy and marketing from Chicago Booth, and a bachelor's degree in marketing from Hampton University. He serves on the national board for the National Association for Multi-Ethnicity in Communications and the Fairchester chapter board for Network for Teaching Entrepreneurship, as well as vice chairman of the board for the Dance Theatre of Harlem.