Sony Pictures Names Christine Birch EVP, Domestic Creative Marketing Strategy

In newly created position, Birch will report to Domestic Marketing President Dwight Caines

Sony Pictures has named Christine Birch Executive Vice President, Domestic Creative Marketing Strategy, the studio announced on Thursday.

Rejoining the studio after previously serving 12 years in senior marketing capacities, Birch will work in the newly created role to unify campaign strategies across all marketing functions, including advertising, publicity, digital and creative content. She will begin on May 1.

“Christine understands the conversation that needs to take place with the consumer to turn a film into a shared experience, making her the perfect addition to our team,” Josh Greenstein, President of Worldwide Marketing & Distribution said in a statement.

“She will help develop and implement cohesive ideas across all marketing disciplines so that our movies and franchises are the ones that are talked about, buzzed about and, ultimately, seen by audiences,” the statement continued.

Birch most recently served as president of marketing for Focus Features, overseeing marketing campaigns for films including “London Has Fallen” and “The Theory of Everything.”