U promotes Gelfand to VP

Longtime Universal marketing exec Elizabeth Gelfand has been named to the newly created position of VP, marketing strategy, for Universal Pictures. She will report to Eddie Egan, senior VP marketing.

Although Gelfand has been doing corporate promotions for the studio in various capacities, she is not replacing John Polwrek, who exited his post earlier this month as VP of national promotions (Daily Variety, June 4). The studio is still looking to fill that post.

In her new post, Gelfand will be responsible for developing long-range marketing strategies for Universal’s franchise films, duties which will include working on promotions. She will also develop analyses and strategies to best capitalize on a single property.

Gelfand had most recently been serving in the Universal Studios strategic marketing group, where she spent the last two years working with various brands. However, she is best known for her work as senior VP of marketing for the consumer products group and working with various corporations as promotions director.

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