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| Sienna Farris (photo: Marc Ohrem-Leclef) |
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Sienna Farris has been named v-p, director of multicultural marketing, at Simon & Schuster, a newly created position. She was formerly v-p, corporate digital marketing, and joined S&S in 2016 from the Estee Lauder Companies, where she was global executive director of corporate social marketing.
In announcing the promotion, Liz Perl, executive v-p and chief marketing officer, said, "As we work to acquire more books by BIPOC authors, we must at the same time develop the in-house proficiency and resources that will enable us to give these books every chance to succeed in the marketplace."
In her new position, Farris will "serve as a company-wide, senior marketing expert and champion for our multicultural publishing," Perl continued. "Her wide ranging responsibilities will include developing and sharing best practices for publishing multicultural works, strategizing marketing tactics and campaigns for individual titles and publishing programs with colleagues from across the company, developing targeted marketing and merchandising programs, establishing relationships with key media, influencers, booksellers and librarians, and serving as the liaison with internal and external partners to promote Simon & Schuster adult and children's diverse publishing."
Perl added that under Farris's direction "we have expanded our social media marketing capabilities across the company, invested in new digital marketing tools, technologies and training, and taken our game to new levels in areas including e-mail strategy, paid and earned media analytics and partnership marketing. She recently spearheaded our Books Like Us initiative, a video series in which authors share stories of the first time they discovered a character that resembles their own personal narrative. Sienna is a passionate advocate for the BIPOC voices in our publishing, and I am eager to see her in action as she devotes her talent and energies on a full-time basis to this important part of our publishing efforts."