Penguin Random House UK’s consumer engagement team has hired two "high profile" new people to step up its direct audience relationships with readers.
Claire Wilshaw, former brand director for Vintage, and Booksandquills vlogger, Sanne Vliegenthart, are joining the Penguin consumer engagement team as audience development director and social media producer respectively, to build direct relationships with readers through digital marketing and partnerships, using the Penguin brand.
Wilshaw takes up the newly created role of audience development director on 2nd November, and will be growing Penguin’s audiences via social media, email newsletters, campaigns and partnerships and connect authors with as wide an audience as possible. She will also be steering the editorial direction of the new Penguin-branded consumer website, which launches later this year.
Wilshaw has devised marketing campaigns for the likes of Nigella Lawson, Irvine Welsh and Martin Amis, and in her most recent role as brand director for Vintage was responsible for devising an audience-led strategy for growing the Vintage brand.
Wilshaw said: “Introducing readers to the best writing, the brightest ideas and the stories that matter through the trusted Penguin brand is at the heart of my new role. What a thrilling opportunity.”
Vliegenthart, a digital and social media manager for Hot Key, joins Penguin Random House UK as social media producer on 7th December. She will be working with its eight publishing divisions to create bespoke content for readers and to help them discover books and authors via the Penguin channels. Applying her experience and expertise in video production and audience engagement from managing Booksandquills’ YouTube community (responsible for racking up 140,000 subscribers to date), she is charged with expanding Penguin’s YouTube offering in 2016, and reports to Wilshaw.
She said of her appointment: “I'm delighted to join the Penguin team. I’ve been following their social media channels for such a long time now and I can’t wait to play a part in their growth.”
The team of consumer and digital experts at Penguin has grown Penguin’s award-winning digital channels to reach more than 1 million followers on Twitter; launched teen community Penguin Platform and the new Penguin Podcast with Richard E Grant; and delivered the Summer of Penguin partnership with TFL to mark Penguin’s 80th birthday. The team is also responsible for digital marketing for the Puffin and Ladybird brands, as well as interest communities Dead Good and The Happy Foodie.
Penguin Random House uses Penguin, Puffin and Ladybird - the publishing brands with the highest recognition among book buyers - as its consumer-facing brands to reach wide audiences on behalf of all its UK publishing divisions and authors.