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Virgin Records has established a strategic marketing department and tapped Aric Webb of Dennis Publishing to run it as senior VP.

Department will be responsible for developing and executing integrated cross-promotional marketing strategies between consumer brands and Virgin artists.

“Although traditional marketing will always be essential to artist development, the creation of appropriate partnerships with brands that communicate consistently across multiple media will become increasingly relevant to recording artists,” said Webb.

Based in New York, he will report to Virgin Records general manager Lee Trink.

At Dennis Publishing (Maxim, Stuff, Blender, the Week), Webb was responsible for the development of strategic marketing programs, entertainment properties and branded content.

With Atlantic Records in 1997, Webb founded the Wilhelmina Artists Management Division, which handled commercial marketing for more than 25 artists, including Brandy, Destiny’s Child, Lil’ Kim and Aaliyah.

Department has been staffed with three new appointees: VP Jennifer Frommer; Lauren Zucker, senior director of strategic marketing; and Joshua Freni, senior director, A&R and strategic marketing.

Frommer most recently was Spin magazine’s head of marketing, in charge of advertising, brand development, online and wireless initiatives, sponsorships, special events and strategies for Spin.com and Spin Mobile. Zucker was director of business development at Knitting Factory Entertainment, and Freni was previously director of A&R/special projects at TVT Records.

Virgin Records, owned by EMI, has a roster that includes Ben Harper, the Rolling Stones and Massive Attack.