News Corp’s Karen Madden to join Nine as group marketing director

Karen Madden, News Corp’s general manager, trade, marketing and media services, has joined Nine in the newly created role of group marketing director.

Madden worked at News Corp for the last eight months and prior to that held media, marketing and sponsorship roles across Woolworths, Goodman Fielder Foods, and Coles Supermarkets.

Madden: Taking on Nine’s marketing remit from Parsons

Commencing in November, Madden will be responsible for building Nine’s consumer audience across multiple platforms, and will report directly to Nine’s director to television, Michael Healy.

Nine’s Chief Executive, Hugh Marks, said: “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.”

The new structure sees marketing removed from Alex Parsons’ remit, with his title changing from chief digital and marketing officer to chief digital officer.

“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, as well as our future technology and data offerings,” he said.

In an email addressed to staff, Marks added Madden would “align the work of the promotions, social and marketing teams, alongside publicity.”

He said it was part of plans to drive integrated activity across all departments, for both television and digital.

Madden said she was delighted to be working with Nine.

“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.”


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