The Reader's Digest Association (RDA) has announced a new Global Marketing organization as part of its initiative to accelerate its business transformation as it prepares to emerge from pre-arranged Chapter 11 bankruptcy protection early in 2010.
Among a number of assignments in a global realignment of the marketing function, Radin announced four key appointments to the new Global Marketing team, which bring together under one banner the Consumer Marketing and digital teams:
Lisa Karpinski, Chief Marketing Officer, RDA Milwaukee, becomes U.S. Chief Marketing Officer, responsible for U.S. marketing and promotion. Karpinski will help translate affinity and brand objectives into marketing strategies, promotion, and innovation across all direct marketing channels. All of the U.S. magazines, books, music and Weekly Reader marketing team members will report to Karpinski and her Milwaukee-based team.
Cara Schlanger, VP Global Consumer Marketing/Magazines, will move to a new role as VP International Marketing and Promotion, unifying all marketing and promotion efforts focused on International businesses. Schlanger will be responsible for promoting smart practices including multi-channel marketing and promotion, enhanced use of RDA's database assets, and adoption of effective digital marketing and development practices.
Kate Gutman, most recently VP Digital Business Development and Operations at Rodale, joins RDA as VP Digital Revenue, succeeding Jonathan Hills, who earlier became General Manager, readersdigest.com. Gutman will be responsible for helping to accelerate digital revenue growth globally, including providing leadership on RDA's content syndication strategy, advancing the New Global Web Platform (a Web platform that is providing Web capabilities to RDA's businesses worldwide), and contributing to the company's e-commerce strategy.
Rob Hilliard, Vice President, Digital Operations, assumes expanded responsibilities as Vice President, Global Data Sciences and Solutions, bringing together U.S. and International database activities.
"Global Marketing is dedicated to achieving growth through marketing leadership and innovation," Amy J. Radin, SVP and Global Chief Marketing Officer said.
"We are committed to supporting the company's goals to grow business through all channels, especially accelerating our transformation from a direct mail-driven business to a multi-channel direct marketing-driven business. We will measure progress against our ability to establish, retain and build deep, profitable and enduring relationships with our customers worldwide. We will continue to align with the strategies and goals of each of the businesses, and will emphasize developing opportunities for the talent within our organization."
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