Nickelodeon veteran and TeenNick and Nicktoons EVP Keith Dawkins has accepted a new job as CEO of The First Tee, a nonprofit youth development org founded by the US Professional Golf Association (PGA).
The American kidsnet has confirmed that after Dawkins leaves next week, his role will be temporarily filled by NickSplat and Nick Sports SVP of marketing Laura Lundgren.
Dawkins was promoted from SVP and GM of TeenNick and Nicktoons to EVP in late 2015, where he led operations for the tween- and teen-targeted networks. In his previous role as SVP and GM, he developed a number of partnerships with companies including Marvel Animation, FremantleMedia, Lionsgate, LEGO and the National Football League (NFL).
The ex-Fox News Channel producer and VH1 exec joined Nickelodeon in 2003 as the first-ever GM of Nicktoons and went on to shape the TeenNick, Nick Jr. and NickMusic channels. He was also responsible for launching and overseeing TeenNick’s The Splat and NickToon’s NickSports programming blocks.
The Splat launched in September 2015 as a multi-screen content destination for Millennials that also includes seven social media platforms and a dedicated website featuring the most popular Nick content from the ’90s and beyond.
NickSports, meanwhile, is a primetime programming block that features original and acquired long- and short-form content from professional sports athletes and leagues like MLB, MLS, NASCAR, NFL and PGA.
Dawkins’ departure comes amid a brand and ratings resurgence for Nickelodeon, which notched nine straight quarters as the leading kidsnet with kids ages two to 11 and two to five, as well as four straight quarters on top with kids ages six to 11, according to Nielsen ratings.