Alison Biggers to lead new single unit

Sony Pictures Home Entertainment has merged its domestic and international brand marketing groups to form one single team led by Alison Biggers.

“With the increasing globalization of our business, we saw the need to develop one closely connected worldwide team that could set global strategic plans and then quickly and efficiently execute those plans at a local level,” said Lexine Wong, SPHE’s senior executive VP of worldwide marketing.

With DVD sales declining, the move can also be seen as a way for Sony to squeeze more coin out of a division that was once a very lucrative cash cow and eliminate any potential overlaps in resources.

SPHE already had formed worldwide marketing teams in publicity, creative, content development, digital and marketing services, all of which continue to report to Wong.

The studio has been making similar moves at its other divisions, including the formation of a worldwide marketing and distribution arm at its film division, while it also united its domestic and international TV businesses.

Based in Culver City, Biggers has been with Sony for the past decade and most recently oversaw SPHE’s international marketing team. She will now serve as senior VP, worldwide marketing.

Before joining Sony, Biggers was with MGM Home Entertainment.

The combined global marketing team also includes Emma Pemberton, who was named VP, international marketing, and reports to Biggers. Pemberton oversees international product marketing initiatives.

The international marketing team also includes Melanie Watson, as director of marketing for new releases and acquisitions; Jerome Adams, director for family, catalog and TV; Jennifer McCaslin, manager of new releases of Columbia Pictures and Screen Gems products; and Jamie Fieldman, as assistant manager, coordinating the execution of marketing plans between territories.

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