We at the company world are watching an interesting move: Versant has brought in two seasoned communication executives as vice presidents — Amanda Cary to spearhead entertainment communications, and Jamie Palatini to lead sports communications. This signals a clear strategic push.
Who They Are & What They Bring
Amanda Cary comes from Paramount, where she held senior-communications and publicity roles for major series and platforms. She is moving to Versant to oversee communications across its entertainment brands — such as USA Network, Oxygen, E!, SYFY, Fandango and Rotten Tomatoes.
Jamie Palatini has spent over a decade at NBC Sports where he managed strategic communications, talent liaisons, major sporting events such as the Olympics, golf, NASCAR, and more. He will now oversee communications for Versant’s sports portfolio, including Golf Channel, GolfNow, GolfPass, SportsEngine and all associated sports content.
Why It Matters
In other words: this isn’t just routine hiring.
- Versant is signaling they want stronger, sharper storytelling around both the entertainment side and the sports side.
- They’re aligning their communications function with content brands that matter in today’s streaming, social, and live-sports world.
- With entertainment brands and sports brands both under Versant’s umbrella, having two dedicated VPs signals an investment in differentiated, focused comms strategies rather than one “one-size-fits-all” approach.
Strategic Implications for Versant
Elevating Brand Presence
Amanda Cary’s appointment suggests Versant wants to elevate the profile of its entertainment brands through bold publicity campaigns and strategic communications. With the brands she’ll manage, she is likely to craft narratives that go beyond “what the show is” to “why the guest cares, why the moment matters.”
Strengthening Sports Narrative
Jamie Palatini will likely shift the narrative around Versant’s sports assets from just events to fan-centric storytelling, digital innovation and global reach. The move suggests Versant views sports communications as a key growth engine, not just a side-line.
Integrated Growth Across Divisions
By having separate leads for entertainment and sports, Versant ensures each division receives focused attention. At the same time, the structure allows for aligned messaging across both divisions—so when entertainment collides with sports live events (think e-sports, fan experiences, brand partnerships), the comms side is ready.
What This Means for the Broader Industry
- Communications and publicity roles are becoming more strategic. They’re no longer “support” functions but key inputs to brand growth, content impact, and audience engagement.
- For organizations with multiple verticals (entertainment + sports), the division of comms leadership signals a shift toward specialization.
- Storytelling across platforms (linear, streaming, live, digital) demands communications leaders who understand the full ecosystem: content, platforms, live events, social media, fandom.
- Talent with cross-border and high-visibility experience (as Cary and Palatini both have) are prized for shaping global narratives.
What to Watch in Their Early Months
- How Amanda Cary and Jamie Palatini integrate into Versant’s existing communications structure.
- What initial campaigns or launches they roll out. For example: new entertainment series, sports tournaments, fan modules, brand integrations.
- Metrics of success: will Versant publicly tie comms efforts to measurable audience growth, brand engagement, social sentiment?
- Will there be collaboration between entertainment and sports divisions—for example, crossover fan campaigns or hybrid content initiatives?
- How the communications approach adapts to changing media landscapes: streaming, short-form video, fan-first content, global audience segments.
Challenges They’ll Face
- Navigating brand coherence: Versant’s portfolio spans many different brands and content types. Ensuring each brand’s voice is distinct while aligning with overarching corporate identity will be a balancing act.
- Maintaining momentum in an attention-scarce environment: both entertainment and sports are crowded fields. Standing out will require inventive communications.
- Measuring impact: Communications is often seen as intangible. Demonstrating clear ROI (brand lift, engagement, subscriptions, viewership) will be key.
- Keeping pace with tech and audience shifts: As audiences fragment across platforms and devices, the comms strategy must evolve.
- Global versus local: Many brands will have global ambitions — translating narrative across regions, cultures, and languages will test scalability.
Why You Should Care
If you’re in the communications, entertainment, sports or media business, this move is a telling signal. It suggests:
- Communications leadership is being elevated to C-suite adjacent importance.
- Diversified media companies are structuring comms by vertical rather than having a single generalist team.
- Storytelling, brand positioning and narrative are becoming as critical as the underlying content.
- For content creators, agencies, PR professionals and brand partners: there could be new opportunities as Versant adjusts its comms capabilities and vendor relationships.
Final Reflection — Taking the Pulse
The appointment of Amanda Cary and Jamie Palatini at Versant conveys more than just filling roles. It marks a strategic shift. One that says: we want our entertainment brands to pop, our sports brands to resonate—and our communications to be sharp, distinctive and growth-oriented.
In a crowded media landscape, where audiences demand more than passive viewing and fans demand immersive experiences, comms is no longer backstage — it’s front and centre.
For Versant, this moment is about crafting the stories that make audiences care, turning brand assets into emotional connections, and staking their claim in the entertainment + sports ecosystem with clarity and ambition.
Here’s to the next chapter of voice, vision and value.