Warner Brothers have appointed outgoing Channel 4 director of marketing Polly Cochrane into a new group role. She will join as vice-president and group marketing director in April next year.
Cochrane, who has been at the broadcaster for ten years, will handle marketing across the group’s divisions including WB Pictures International, Warner Home Video and WB Consumer Products. It is the first time anyone has handled marketing across the whole group.
She will join the company’s executive board and will report to UK president and managing director Josh Berger. Cochrane will oversee a team of 44, including consumer and business to business marketing, media and planning, publicity, creative services and research.
It is hoped that bringing marketing together across the group will create a consistent strategy and communication through the “life-cycles” of its products. It is also hoped it will encourage collaboration across its division.
Cochrane joined Channel 4 as marketing controller but was later made marketing director, and she played a key part in the diversification of the brand including the launches of More4, E4 and Film4 free to air.
Prior to joining Channel 4 she was head of advertising and promotions at Channel 5 and has also worked at advertising agency, WCRS.