Following the integration of the adult and children's marketing teams last year, Abrams has restructured its marketing department, establishing "specialized vertical teams tasked with executing performance-based marketing initiatives and spearheading revenue-driving efforts."
President and CEO Mary McAveney said, "At Abrams, we are laser-focused on fortifying our marketing capabilities and resources to ensure our books fly off the shelves. In today's dynamic landscape, marketing must be agile, proactive, and data driven. This strategic shift reflects our commitment to delivering measurable results that translate to significant sales growth."
Among related moves:
Kim Lauber, v-p, marketing, is leading the restructuring and continues to head the marketing team.
Borana Greku has been promoted to associate director, integrated marketing, and will lead a newly formed team that will set the overall strategy for marketing campaigns across the adult and children's lists. As part of title strategy, this team is responsible for advertising as well as retail marketing and promotion with a focus on ROI analysis. Two staff members will be joining the integrated marketing team.
Working in tandem with integrated marketing is associate director Trish McNamara O'Neill, who now oversees digital strategy & consumer engagement. This newly formed team is focused on setting digital, social media, and brand/licensor strategies, in addition to overseeing the company's Amazon, D2C, and e-commerce efforts.
Xander Hollenbeck has been promoted to associate creative director, marketing design, and Christian Westermann is joining the Abrams sales team as senior manager, indie & Ingram sales and retail marketing. Westermann will lead day-to-day relationships with the company's commission sales rep groups, the ABA and regional trade associations, Bookshop.org, and Ingram.