Abrams has restructured its marketing department leadership in a way "designed to strengthen how the company identifies, reaches, and serves its readers." Under the direction of Melanie Chang, senior v-p of marketing, publicity, and corporate communications, the reorganization establishes adult and children's marketing teams while creating focused resources for direct-to-consumer engagement through e-mail and newsletter marketing.
Chang said, "This organization reflects our commitment to understanding who our readers are and how they discover books. The structure reflects our vision for a more agile, data-informed, and creatively bold marketing engine--one that positions Abrams for continued success in a rapidly evolving marketplace. The goal is to create marketing that serves readers first, which ultimately serves our authors and our business."
Under the restructuring, several appointments have been made:
Cristina Gilbert has joined Abrams as executive director, marketing, adult. She was most recently at Macmillan, first as associate publisher of Flatiron Books, then worked on corporate marketing and publishing strategy and partnered on an overall strategy for Leigh Bardugo across imprints. Earlier, at Bloomsbury, she led the marketing, publishing, and sales development of the Sarah J. Maas program.
Jenna Lisanti returns to Abrams as associate director, marketing, adult, after working most recently on the company's adult campaigns in a freelance capacity. Lisanti has more than 15 years of book marketing experience at major houses, including HarperCollins and Penguin Random House, in addition to her time at Abrams in children’s marketing.
Borana Greku has been promoted to director, marketing, children's, and will focus exclusively on the children's program after working across multiple categories during her seven years at Abrams. Her campaigns have supported the growth of franchises, including Diary of a Wimpy Kid, The Lightlark Saga, The Questioneers, and Kitty-Corn.
Kasia Abrams is joining the company as executive director, content & consumer engagement, effective June 23. Most recently she led audience growth, sales, and marketing initiatives at Open Road Integrated Media and earlier worked at various media companies, including Gannett and the USA Today Network. In her new role, she will focus on creating direct-to-consumer marketing using reader data to develop targeted content and curated book recommendations. Her approach, which emphasizes direct communication, especially through e-mail and newsletter marketing, will increase both frontlist and backlist performance while building long-term reader relationships across Abrams' publishing categories.