 |
|
| Sanyu Dillon | |
Sanyu Dillon has been promoted to chief marketing officer of Penguin Random House and will serve on the Penguin Random House U.S. board. She has been executive v-p, director of marketing strategy and consumer engagement.
Calling Dillon "a visionary leader," Madeline McIntosh, CEO of PRH U.S., said in a letter to staff about the appointment that among the accomplishments of Dillon and her team have been "specific channel and category campaigns--such as Book Your Summer--that have led directly to incremental placement and orders for our books. They have activated an e-commerce strategy that has resulted in 800% growth in our direct sales. They have provided production support of the very highest quality for the hundreds of live virtual events our publishers launched in the spring and summer. They have steered our in-house marketing forums and have connected us with external experts to elevate our mindset and knowledge about topics as wide-ranging as behavioral economics and multicultural marketing: all key to successful marketing today. And over the course of this tumultuous year they have helped all of us understand evolving consumer needs and how to put those insights to work in service of our books and authors."
In her new position, Dillon will continue to lead PRH's "consumer-facing programmatic marketing activities." Priorities include consumer campaigns that "help drive sales through retailers and directly through us; growing the effectiveness of our engagement with the 23 million consumers we reach each month via our network of consumer-facing sites, social accounts, and subscriber programs; delivering best-in-class access to quantitative and qualitative consumer insights; and providing ongoing creative, video, and event-production support to teams throughout the company."
Dillon will also, McIntosh said, "help all of us accelerate the transformation of how we invest our time and funds to sell books. Part of what makes us successful as a large company is our decentralized structure--creativity thrives in the imprint-scaled teams who are closest to the different books, authors, and categories in which they are expert specialists. At the same time, our experience this year has put in relief that there are contexts and opportunities where we need to make use of centralized scale: to get the biggest bang for our buck; to ensure we're rapidly learning; and to be able to pivot the whole company quickly when major change happens."