• by Fern Siegel , November 6, 2009

The Reader's Digest Association announced a new global marketing organization. Four key appointments to the new team, which brings together consumer marketing and digital, were made. The new unit offers advertisers cross-channel marketing options in the U.S. and internationally.

The announcement coincides with company plans to exit from Chapter 11 bankruptcy protection early next year.

Lisa Karpinski becomes U.S. chief marketing officer, responsible for U.S. marketing and promotion. Karpinski is charged with turning affinity and brand objectives into marketing strategies across all channels. All of the U.S. magazines, books, music and Weekly Reader marketing team members will report to her.

Cara Schlanger moves to vice president, international marketing and promotion, responsible for pushing multichannel marketing and promotion and a greater use of RDA's database assets.

Kate Gutman, formerly heading digital ops at Rodale, joins RDA effective as vice president, digital revenue -- succeeding Jonathan Hills, who earlier became general manager, readersdigest.com. Gutman will be responsible for helping to accelerate digital revenue growth globally.

Finally, Rob Hilliard assumes expanded responsibilities as vice president, Global Data Sciences and Solutions, bringing together U.S. and international database activities.

Amy J. Radin, senior vice president and global CMO, states that the moves will accelerate the company's transformation from "a direct mail-driven business to a multichannel direct marketing-driven business."

In September, RDA named Suzanne Grimes, president of a new division, U.S. Affinities, to leverage its Home & Garden affinity and spearhead growth.

RDA markets books, magazines, and music, video and educational products reaching a customer base of 130 million in 78 countries. It publishes 94 magazines, including 50 editions of Reader's Digest, and operates 65 branded Web sites generating 22 million unique visitors per month.