From Monday 16 September, Shaw will be responsible for driving advertising and sponsorship revenues across VIMN’s brands and businesses, including MTV, Nickelodeon and Comedy Central, outside the US.
In addition to managing Be Viacom’s London-based international sales team, which has responsibility for multi-territory deals and key accounts, Shaw will oversee VIMN’s country-specific local ad sales teams.
These are grouped into five regions, including: UK, Australia, Central and Eastern Europe; Northern Europe; Southern Europe, Middle East and Africa; Asia; and the Americas.
He replaces Dave Sibley, who left the company earlier this year.
Prior to joining NBC Universal in 2012, Shaw was senior vice president, commercial development, EMEA for Discovery Communications from 2008-2011.
From 2006-2008 he was head of commercial development for Simon Fuller’s 19 Entertainment, while he has also worked for agencies including Universal McCann, Initiative Media, Optimedia and Publicis.
Shaw will report to VIMN president and chief executive Bob Bakish, who hailed his "broad experience managing international sales operations".
Bakish said: "Chris has worked for some of the world’s biggest media and advertising agencies, plus one of the best-known names in global talent management.
"He understands how to elicit the best results from sales teams working at the global and local levels, and is in tune with the demands and expectations of a wide range of clients.
"His unique mix of skills will help strengthen VIMN as the media partner of choice for brands looking to engage audiences around the world in this complex and fast-shifting environment."