PRH Realigning, Expanding Sales Teams for Indie Bookstores
In a move aimed at providing greater support for independent booksellers, Penguin Random House is realigning and expanding its indie bookstore selling teams, adding new field-rep positions, realigning publisher responsibilities, and building new programs to deepen its partnership with bookstores and strengthen their education and community outreach.
PRH's president of U.S. sales Jaci Updike, said: "It's been inspiring to see the indies reinvent so much of what they do during Covid, and to witness the incredible hard work and entrepreneurial spirit that has guided so many of them through the last couple of years. We are thrilled to be able to find new ways to support our customers, our books, and our authors, and we are very much looking forward to a successful and rewarding 2022 partnership with independent booksellers."
Among the changes:
Effective with the fall 2022 list, a new field sales team is being created and will be dedicated to PRH Publisher Services client publishers, the majority of which will be represented by this new group. (PRHPS clients include, among others, America's Test Kitchen, Astra, Beacon Press, Charlesbridge, Dark Horse Comics, DC, Hay House, Holiday House, IDW, Kensington, Library of America, Marvel, Melville House, MIT Press, New York Review Books, Other Press, Quirk, Shambhala, Verso and Wizards of the Coast.)
The new group, headed by Beth Koehler, v-p, field sales, includes PRH sales reps with experience in both children's and adult publishing, along with additional reps to be hired soon. The team will consist of 10 regionally based reps who will report to regional sales directors. They include Amy Comito in Southern California (reporting to Phil Budnick); Susie Albert in New England (reporting to Mike McGroder); Whitney Conyers in the lower Midwest and covering education account and Timothy Mooney in the upper Midwest (both reporting to David Underwood); and Lauren Mackey in the South and Nicole Dufort in the Mountains & Plains (both reporting to Valerie Walley). Four positions, covering Northern California, the Pacific Northwest, New York City and D.C. and the mid-Atlantic have yet to be filled.
Kim Shannon, senior v-p, adult retail & education sales, wrote in a memo to staff, "I am thrilled to welcome these highly respected and deeply experienced reps to their new selling team. They will be supported by a new associate director for PRHPS in the field, reporting to Beth. Their expertise, creativity, and strong account relationships will help us build a gold-standard field team to manage and grow sales for a stellar portfolio of PRHPS client independent publishers. All four adult field teams--Knopf Doubleday, Random House, Penguin Publishing Group, and PRHPS--will collaborate closely on marketing outreach and account promotions."
She added: "This new field sales team is not only a major PRH growth initiative, it also is an expression of our unwavering belief in the power and future of independent bookstores and its booksellers. Our goals are simple: maximize sales for all of our publishers, position the entire indie sales team for future sales growth, and create a structure that allows reps to bring an even greater focus, across all imprints and formats, on midlist, backlist, and the kind of 'make book' opportunities the indies excel at."
Penguin Young Readers and Random House Children's Books, previously sold by separate teams, will now be sold by one unified indie team, which will have smaller territories than in the past, allowing reps to spend more time on local marketing and outreach. New marketing initiatives designed for independent booksellers will focus on schools, education, and the continuing strong growth in various children's categories.
As outlined in a memo to staff by Felicia Frazier, senior v-p, children's and educational sales, there will be unified management and selling teams for each children's sales channel, with each now responsible for Penguin Young Readers, Random House Children's Books, DK, and Penguin Random House Publisher Services. The new channel heads are Enid Chaban, v-p, online sales; Becky Green, v-p, national accounts; Todd Jones, v-p, field sales; and Mark Santella, v-p, mass merchandise sales, all reporting to Frazier, who said, "These highly experienced leaders each have demonstrated a proven ability to build successful programs that lead to sustainable growth, in partnership with our customers."
In addition, two new group sales director leadership positions are being created "to work closely and collaboratively with our publishers." Deb Polansky is the v-p, group sales director, Penguin Young Readers, and Joe English is group sales director, Random House Children's Books. They also report to Frazier, who said they "will be responsible for building and executing our overall growth strategy, in partnership with our publishers and channel leads, and for ensuring that the entire sales team can mobilize quickly and comprehensively around opportunities for their division's titles."
Among changes in the new unified channel teams, Becky Green, v-p, national accounts, is also named director of Penguin Random House Publisher Services children's sales and will launch a new sales team dedicated to growing children's sales for PRHPS. Two positions are being added: one selling to Amazon, filled by Molly Humphrey, national account manager, PRHPS, and another currently open position selling to Barnes & Noble and Books-A-Million.
In field sales, reps will now represent Penguin Young Readers, Random House Children's Books, DK and PRHPS and will have smaller territories. Field sales and library sales will be led by Todd Jones, and Emily Bruce, director, field sales, will be responsible for managing the indie reps, for building individual account strategies, and for guiding the reps in their newly expanded outreach efforts.
Stella Galatis and William Steedman are retiring after many years selling a variety of accounts. Frazier called them "highly valued mainstays of the mass merch team."