Nine has announced the appointment of marketer Karen Madden (pictured above) to the role of group marketing director to lead its integrated marketing efforts across both TV and digital.
The newly-created role is part of a restructure of Nine’s marketing operations that will see Madden take responsibility for growing the company’s consumer audience across multiple platforms by optimising and integrating its total marketing activities.
Commencing the new role in November, Madden will report directly to Nine’s director of TV, Michael Healy, and work closely with the company’s executive team.
Madden is currently the general manager of trade marketing and media services at News Corp Australia, and has also held senior marketing positions at Woolworths, Goodman Fielder and Coles.
Nine CEO Hugh Marks said Madden’s appointment reinforces the company’s focus on creating compelling content and connecting with audiences across all of its distribution platforms.
“As the Nine business continues to evolve, we felt it important to evolve our approach and centralise the focus of all our marketing activities to increase the effectiveness with which we communicate with our audiences,” he said.
Madden said she was delighted to be taking up the new role.
“Nine has worked hard across both television and digital to be one of the top media companies in Australia, so it’s a really exciting time to join the business,” she said.
Marks noted that Madden’s appointment means Alex Parsons will now become more focused on the growth and expansion opportunities across Nine as chief digital officer.
“Our digital business is an incredibly important growth engine, and under Alex it has been hitting and continues to hit important home runs,” he said.
“The new structure allows Alex to increase our focus both on growing our digital businesses and also driving the development of strategic assets such as 9Now and nine.com.au, as well as our future technology and data offerings.”