News Corp. marketing VP Sabrina Ironside will join 20th Century Fox Home Entertainment in the newly created position of VP of integrated marketing, where she will develop programs and partnerships to drive awareness of Fox DVD and VHS releases.
Ironside will report to senior VP of corporate marketing and communications Steven Feldstein.
She will work on third-party tie-ins with blue-chip companies and strategic marketers; leverage media and marketing efforts to complement Fox Home Entertainment title brand positioning; and facilitate cross-divisional partnerships with other News Corp divisions.
“Sabrina has been an invaluable asset to News Corp. and 20th Century Fox for the past seven years and continues to prove herself to be one of our most creative and capable executives in all areas of promotions and integrated marketing campaigns,” Feldstein said. “Her contributions will be crucial to the development of our ongoing businesses as well as our new strategic initiatives.”
Ironside previously worked for Fox Consumer Products as VP of worldwide television promotions, where she played a key role in reinvigorating “The Simpsons’ ” merchandising program with the relaunch of Butterfinger promotions and via deals with Intel Corp., Pepsi and Burger King. She has held positions at Universal Studios Home Video, Universal Pictures Marketing and Buena Vista Television.