EMI maxes out on digital destiny

emiEMI Music has announced a number of senior digital executive appointments,hiring in a batch of executives with wide experience in music, technology and consumer brands like Google, Tesco and BSkyB, as well as with online retail and political campaigns.

Cory Ondrejka, who was recently appointed as executive vice president of digital marketing within EMI’s central marketing organization, said:

“Digital is everyone’s job at EMI. We’ve built a network of central and regional digital experts who make sure our entire organization has the tools and information needed to help our artists in the digital marketplace and to give consumers what they want.  We are driving experiments, and developing new ways to monetize the music our artists create, building new capabilities and getting and sharing insights about what kinds of music products and services today’s consumers are looking for.”

The following executives have been appointed to Ondrejka’s global digital marketing team at EMI Music.  They will work closely with EMI Music’s regional digital marketing heads for its New Music and Catalog units.

– Syd Schwartz, who formerly oversaw digital strategy for EMI Music in North America, has expanded his role to a global one with his promotion to senior vice president, digital marketing.  He brings two decades of digital strategy, marketing and sales experience to this newly-created role and will focus on driving digital marketing experiments and knowledge sharing within EMI Music, across all of its territories.  He reports to Ondrejka.

– David Boyle has been appointed to vice president, consumer insight and validation.  Boyle has worked on behalf of consumer brands like Tesco as well as in politics, including for Catalist, a firm which worked on the successful Presidential campaign of Barack Obama.  He reports to Ondrejka.

– Eric Case, formerly with Google, joins EMI as vice president, marketing platforms.  At EMI, he is applying the technology and development background he developed at Google division Blogger.com to maximize EMI’s effective use of its digital assets and platforms.  He reports to Ondrejka.

– Charlotte Robertson has been appointed vice president of consumer reach. She is driving the development of new ways for EMI to reach and build relationships with music fans across traditional and digital channels, and building capabilities which will allow EMI to monetize and deliver value in every part of the music experience.  She was most recently head of marketing for British Sky Broadcasting’s Online Business Unit.  She reports to Syd Schwartz.

EMI Music’s regional digital marketing heads include:

– Dan Duncombe, who has been promoted to vice president digital marketing for EMI Music in the UK & Ireland.  Duncombe has driven award-winning digital campaigns for Coldplay, Kylie Minogue, Lily Allen and more.  Backed by a team of 12 digital marketers, he reports directly to Bart Cools, executive vice president of marketing, Europe and will work closely with Syd Schwartz.

– Achim Fettig has been appointed senior vice president digital marketing, Continental Europe.  Fettig, who has had a variety of technology, CRM and change management positions at EMI in Germany, reports directly to Bart Cools and works closely with Syd Schwartz.  He is based in Cologne works along with Dan Duncombe in the UK, with the many digital marketing specialists throughout EMI’s European territories, and with EMI’s central marketing teams to implement digital artist initiatives across Europe.

– Bob Heinemann has been promoted to vice president, interactive marketing in North America.  His experience spans two decades in digital entertainment, having worked at both Capitol and Atlantic records, as well as with Vibe, SonicNet and Reel.com.  Backed by a team of a dozen digital marketing professionals, Heinemann, reports directly into Howard Handler, executive vice president of marketing in North America and works closely with Schwartz.

– Geoff Smith is appointed as digital director for the company’s Catalog unit, reporting into Steve Pritchard and Pete Duckworth, senior vice presidents for commercial marketing and catalogue and working closely with Ondrejka.

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