Abrams has restructured its marketing operations in an effort to ensure that its promotional campaigns are getting its books in front of the right audiences. To do that, the publisher said, it will rely more heavily on data and analysis. While Abrams's new approach will focus heavily on digital marketing opportunities, a spokesperson said that the publisher will continue to consider print campaigns.
“In today’s dynamic landscape, marketing must be agile, proactive, and data driven,” said Abrams CEO and president Mary McAveney, in a statement. “This strategic shift reflects our commitment to delivering measurable results that translate to significant sales growth.”
A central aspect of the restructuring is the creation of a new integrated marketing unit and a separate digital strategy and consumer engagement unit. The new units will work on marketing campaigns for both adult and children’s titles following the integration of those marketing teams last July.
Borana Greku will lead integrated marketing as associate director. As part of its responsibilities, the team will oversee advertising as well as retail marketing and promotion with a focus on return-on-investment analysis, Abrams said in its announcement. Two additional staff members will join the integrated marketing team at a later date.
The integrating marketing unit, Abrams said, will work in tandem with the digital strategy and consumer engagement unit, which is being headed by associate director Trish McNamara-O’Neill. The new unit will focus on setting digital, social media, and brand/licensor strategies, in addition to overseeing the company’s Amazon, direct-to-consumer, and e-commerce efforts.
Now reporting to McNamara-O’Neill are Danielle Kolodkin as marketing manager of brand partnerships and consumer engagement; Megan Evans as marketing manager for events and consumer engagement; and Victoria Reynolds as marketing associate for e-commerce and consumer engagement. An additional staff member will and join the team at a later date.
Greku and McNamara-O’Neill both report to Kim Lauber, who remains VP of marketing and who oversaw the restructuring.
As part of the reorg, Xander Hollenbeck has been promoted to associate creative director for marketing design, and will lead a unified design team. Christian Westermann is leaving the marketing group to join the Abrams sales team as senior manager for indie and Ingram sales and retail marketing.
