Channel 4 has poached MSN head of marketing Tracy Blacher to be its first dedicated head of marketing for new media.
Blacher spent five years working in the marketing department at MSN, becoming head of marketing in 2003. She worked on a number of high- profile MSN campaigns, including the global tie-up with the film Bridget Jones’s Diary and Madonna Live on the Internet, still the largest webcast ever.
Her role at Channel 4 will focus on two key areas: developing a marketing strategy for Channel 4 New Media’s mobile, broadband and internet businesses; and enhancing the role of new media across all Channel 4 Television marketing campaigns.
Blacher starts work at Channel 4 tomorrow (Thursday 21st April) and will report to director of network marketing Polly Cochrane.
Cochrane says: “Blacher’s experience working for MSN, combined with her knowledge and experience of the media sector, ensures she will be a huge asset in helping to put new media at the heart of Channel 4.”
Before joining MSN, Blacher had worked for both Channel 4 and Five.
Earlier this year, Channel 4 announced a significant increase in the budget of its new media arm as well as a change of name, from 4 Interactive to Channel 4 New Media.