Reader's Digest Association reshuffles marketing operations, names US CMO

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As part of its effort to emerge from Chapter 11 bankruptcy protection, Reader's Digest Association has reorganized its marketing structure and named a CMO for the US.

The company named Lisa Karpinski its US CMO, responsible for marketing strategies across the company's brands, effective immediately. Based in Milwaukee, she oversees marketing team members for all US titles. It is a new position.

Karpinski reports to Amy Radin, SVP and global CMO, said in a statement.

The company also named Cara Schlanger VP of international marketing and promotions, overseeing efforts for RDA's international business. She is responsible for multi-channel marketing and promotion, enhanced use of the company's database assets and adoption of effective digital marketing and development practices, according to a company statement.

“We are committed to supporting the company's goals to grow business through all channels, especially accelerating our transformation from a direct mail-driven business to a multi-channel direct marketing-driven business,” Radin said.

RDA also hired Kate Gutman, most recently VP of digital business development and operations at Rodale, as VP of digital revenue. She succeeds Jonathan Hills, who became general manager of readersdigest.com.

The company also named Rob Hilliard VP for global data sciences and solutions, expanding on his duties as VP of digital operations, which include merging US and international database activities.

RDA entered Chapter 11 bankruptcy protection in August. It also cut its workforce this year, while flagship publication Reader's Digest announced it would reduce its rate base and frequency and redirect resources to new media and digital initiatives. The company plans to emerge from Chapter 11 early next year, according to company statement.

Last week, the company also reportedly broke off its publishing venture with influential evangelical pastor Rick Warren.

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