Rainbow Entertainment has named Linda Schupack senior VP of marketing at AMC.

This is the net’s first programming initiative since it recently received its strongest yearly Nielsen numbers in its history.

Schupack will serve as a senior branding strategist, thus providing AMC with a broader marketing infrastructure. She will direct all of AMC’s marketing efforts while overseeing the network’s brand identity.

With the help of her team, Schupack also will develop AMC’s consumer advertising campaigns and support the network’s ad sales and promotional efforts.

Exec joined Rainbow in 2001 as senior VP of creative services, where she oversaw development of advertising, promotion, collateral, the corporate brand and new-media materials for all of the company’s businesses.

Schupack also was a member of the Rainbow senior management team, where she was involved in the development of the AMC, IFC, Fuse and WE: Women’s Entertainment brands.

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She plans her first major multitiered initiative to include “And the Nominees Are … .” Airing Feb. 21-27, skein will provide viewers with 24-hour programming of Oscar-nominated and Oscar-winning pics. The push will be strategically marketed by providing customized programming interstitials and specially produced shorts from AMC series “Sunday Morning Shootout.”

Before joining Rainbow, Schupack was VP of marketing and programming for Nickelodeon Intl.