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EMI Music expands global digital capabilities with key appointments


San Francisco.- EMI Music has announced a number of senior digital executive appointments within its central marketing organization and in its regional marketing teams.

These executives - whose backgrounds include experience in music, technology and consumer brands like Google, Tesco and BSkyB, as well as with online retail and political campaigns - are helping EMI Music connect artists with fans, build value and drive digital consumption.

Cory Ondrejka, who was recently appointed as executive vice president of digital marketing within EMIís central marketing organization, said: ďDigital is everyoneís job at EMI. Weíve built a network of central and regional digital experts who make sure our entire organization has the tools and information needed to help our artists in the digital marketplace and to give consumers what they want. We are driving experiments, and developing new ways to monetize the music our artists create, building new capabilities and getting and sharing insights about what kinds of music products and services todayís consumers are looking for.Ē

The following executives have been appointed to Ondrejkaís global digital marketing team at EMI Music. They will work closely with EMI Musicís regional digital marketing heads for its New Music and Catalog units.

Syd Schwartz, who formerly oversaw digital strategy for EMI Music in North America, has expanded his role to a global one with his promotion to senior vice president, digital marketing. He brings two decades of digital strategy, marketing and sales experience to this newly-created role and will focus on driving digital marketing experiments and knowledge sharing within EMI Music, across all of its territories. He reports to Ondrejka.

David Boyle has been appointed to vice president, consumer insight and validation. Boyle has worked on behalf of consumer brands like Tesco as well as in politics, including for Catalist, a firm which worked on the successful Presidential campaign of Barack Obama. He reports to Ondrejka.

Eric Case, formerly with Google, joins EMI as vice president, marketing platforms. At EMI, he is applying the technology and development background he developed at Google division to maximize EMIís effective use of its digital assets and platforms. He reports to Ondrejka.

Charlotte Robertson has been appointed vice president of consumer reach. She is driving the development of new ways for EMI to reach and build relationships with music fans across traditional and digital channels, and building capabilities which will allow EMI to monetize and deliver value in every part of the music experience. She was most recently head of marketing for British Sky Broadcastingís Online Business Unit. She reports to Syd Schwartz.

EMI Musicís regional digital marketing heads include:

Dan Duncombe, who has been promoted to vice president digital marketing for EMI Music in the UK & Ireland. Duncombe has driven award-winning digital campaigns for Coldplay, Kylie Minogue, Lily Allen and more. Backed by a team of 12 digital marketers, he reports directly to Bart Cools, executive vice president of marketing, Europe and will work closely with Syd Schwartz.

Achim Fettig has been appointed senior vice president digital marketing, Continental Europe. Fettig, who has had a variety of technology, CRM and change management positions at EMI in Germany, reports directly to Bart Cools and works closely with Syd Schwartz. He is based in Cologne works along with Dan Duncombe in the UK, with the many digital marketing specialists throughout EMIís European territories, and with EMIís central marketing teams to implement digital artist initiatives across Europe.

Bob Heinemann has been promoted to vice president, interactive marketing in North America. His experience spans two decades in digital entertainment, having worked at both Capitol and Atlantic records, as well as with Vibe, SonicNet and Backed by a team of a dozen digital marketing professionals, Heinemann, reports directly into Howard Handler, executive vice president of marketing in North America and works closely with Schwartz.

Geoff Smith is appointed as digital director for the companyís Catalog unit, reporting into Steve Pritchard and Pete Duckworth, senior vice presidents for commercial marketing and catalogue and working closely with Ondrejka.

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Syd Schwartz is senior vice president for digital marketing worldwide for EMI Music, based in New York. Prior to that, he was senior vice president, digital strategy for EMI Music in North America. He leads EMI Musicís efforts to capture and share best practices in digital marketing activity within the companyís three global business units: New Music, Catalog and Music Services. He also drives digital marketing experiments within the company and with third parties. Prior to his recent position, Schwartz headed digital strategy at Capitol Music Group, and had the same role at Virgin Records, where he played a major part in digital campaigns for artists such as Lily Allen, Coldplay, The Decemberists, Gorillaz, Ben Harper and Katy Perry. He joined EMI in 2002 as vice president of new media at Virgin, following seven years in digital, sales and marketing posts at Wind-Up Records.

David Boyle, vice president, consumer insight and validation who joined EMI last year as vice president, commercial development for EMI Musicís Catalog division, has taken on an expanded new role working across all three of EMIís global business units, based in London. He works with third party digital partners and research companies, with EMI Musicís engineering team, global business units and A&R functions to design and apply new research capabilities. Boyle works to help the entire EMI organization use these tools to better connect its artists with fans, to gain greater consumer insights and to inform product development. Prior to EMI, Boyle worked for major retailer Tesco and political consultancy Catalist, where he worked to support Barack Obamaís US Presidential campaign, as well as senatorial, gubernatorial and mayoral races. Boyle also consulted for the UK Labour Party, was senior research analyst for New Philanthropy Capital, and worked for L.E.K. Consulting LLP in London and Boston.

Eric Case brings a technology and product development background, including five years at Google, to his new role as EMI Music vice president, marketing platforms. At EMI, he is based in San Francisco and leads the companyís efforts to improve how artists and fans find each other online, to build upon EMIís existing marketing platforms and to manage local and global adaptations for EMIís online content. Prior to EMI, Case was co-founder of web product development consultancy From 2003 to 2008 he was at Google, where he played a significant role in Googleís unit, managing the design, development and localization of numerous features, as well as integrating Blogger with many of Googleís other properties.

Achim Fettig, in his new role as EMI Musicís senior vice president, digital marketing, Continental Europe, brings a solid background in technology, CRM and change management positions at EMI to lead digital artist initiatives within EMIís European countries. He is overseeing the operational roll-out of digital marketing in each EMI territory in Continental Europe and is working to maximize EMIís capabilities and effectiveness in social media, CRM and connecting consumers with EMI artists in digital environments. He also works closely with EMIís business development teams on digital product innovation and to expand sales of EMIís music in new sales channels. For ten years, Fettig has held a variety of executive positions at EMI Music in Germany. Prior to EMI, he worked in IT for Intercord Tontrager GmbH in Stuttgart. He earned a PhD and graduated Magna Cum Laude from the University of Stuttgart.

Bob Heinemann develops and oversees digital and mobile marketing initiatives for artists on EMIís North American pop, rock and alternative rosters from his base in New York. Previously, he held the same post for Capitol Music Group. He joined EMI in 2006 as director of interactive marketing for Virgin Records. Bob has driven interactive marketing efforts for 30 Seconds to Mars, Lily Allen, Coldplay, The Decemberists, Lenny Kravitz, Katy Perry, Red Jumpsuit Apparatus and Saving Abel, among others. Prior to EMI, he held several online marketing posts at Atlantic Records, and before that, worked with several pioneering entertainment websites, including SonicNet and He began his career as a journalist, working for outlets such as Vibe and the Boston Phoenix.

Charlotte Robertson, as vice president of consumer reach, is driving the development of new ways for EMI to reach and build relationships with music fans across linear and digital channels, and is building capabilities which will allow EMI to deliver value in every part of the music experience. She was most recently head of marketing for British Sky Broadcastingís Online Business Unit. While at BSkyB, she played an integral part in growing to become the UKís fourth largest portal in just two years. She also held a pivotal role in the launch and success of Skyís High Definition TV service which saw Sky create and dominate the UK HD market. Before joining Sky, Robertson held marketing roles at LG Electronics and Robert Bosch Ltd.

Dan Duncombe is vice president digital for EMI Music in the UK & Ireland. He is an experienced digital marketing executive who has more than a decade working in digital music. He has been led effective and award-winning digital and mobile marketing campaigns for Coldplay, Lily Allen, Gorillaz, Kylie Minogue and more, including for the launch of Kylie Konnect, her dedicated social networking site. Previously, he held a number of top digital posts at EMIís label, Parlophone, since joining the company in 2005; most recently as the labelís Digital Director. Before that, he was at Sony BMG for six years.

Geoff Smith, digital director for EMIís catalog unit, brings a twenty year career in music, television and advertising experience to help EMI connect fans with the companyís storied catalog of artists in the digital world. He joined EMI in 2007, after consulting with Blueprint Digital on a variety of consumer digital projects for clients including BBC and MSN. Prior to that, Smith worked as a producer and in business development for Boosey & Hawkes, where he launched a global classical ringtones service as a significant new revenue stream. He also held roles with a variety of independent UK labels including Xtravaganza Recordings, China Records and Mayking Records. For five years, he ran Instinct Management, where he managed a diverse roster of artists, engineers, producers and remixers. He worked in accounts management at Saatchi & Saatchi Advertising Ltd, and began his career at BBC Television.


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