Albert Hogan, former head of digital strategy at Universal Pictures, is joining Penguin Random House UK to lead a new team that brings together the publisher’s group marketing with the audience development team.
Hogan takes the newly created role of director, group marketing & audiences. He will focus on the strategic development of consumer brands Penguin, Puffin and Ladybird, and interest brands Dead Good and The Happy Foodie. He will explore "new ways in which they can work on behalf of all of Penguin Random House UK’s publishers and authors to build close bonds with readers and reach wide audiences".
Emma Bagshaw, head of group marketing, will move to report to Hogan and together they will grow the publisher’s marketing capabilities and, where appropriate, extend author and brand campaigns beyond the UK market to Europe and the US.
Hogan has experience running campaigns for films including "Jurassic World", "Despicable Me", "The Theory of Everything" and "Fifty Shades of Grey", and from his digital roles at EMI and Disney. He will report to Hannah Telfer, group director, consumer and digital development.
Hogan said he is "thrilled" to be joining PRH UK. He said: "Working with its iconic brands, authors and content is an incredible opportunity. I look forward to helping the team push the boundaries of content marketing and innovation to thrill readers in new and unexpected ways."
Caroline Maddison will also join the group marketing & audiences team as head of digital marketing for Puffin & Ladybird on 7th March, reporting to Hogan. Maddison, who won best use of digital in a marketing campaign at The Bookseller’s Futurebook conference last year, joins from HarperCollins where she was head of consumer marketing & PR in the Collins division.
Telfer said: “Albert and Caroline both have an abundance of creative digital skills that, coupled with our existing team, will help us reach the widest possible audiences online through our consumer and interest brands. Our new Group Marketing & Audiences team now brings together the perfect blend of publishing, creative, design, consumer data, digital and marketing expertise and will collectively ensure we are building ever stronger direct relationships with readers and helping them get closer to the books, authors and characters they love.”
Claire Wilshaw, audience development director of Penguin; Gina Manns, digital design director; and Lynsey Dalladay, head of marketing, interest brands, will also report to Hogan. Dalladay was recently promoted to her role having successfully grown the Dead Good community to more than 45,000 readers, launched the Dead Good Awards at Harrogate Festival, and established a new partnership with Noirwich Crime Writing Festival.
Julia Pal, senior digital marketing manager who leads cookery site, The Happy Foodie, now reports to Dalladay.