Summit Entertainment has tapped Gail Heaney as senior VP of media as part of its effort to build its marketing operations for its upcoming domestic theatrical release slate.

Heaney will work on strategy in all major distribution windows and supervise media buying agencies to deliver marketing materials to the consumer via print, broadcast, outdoor and online outlets. She will report to Summit’s president of marketing, who will be named shortly.

Heaney most recently worked for the CW television network as VP of media strategies, developing media campaigns for such shows as “Reaper” and “Gossip Girl.”

From 2005 to 2007, she was VP of media for Universal, where she managed media spending for theatrical and DVD releases, including “King Kong,” “40-Year-Old Virgin” and “United 93.” Heaney also spent more than 16 years with the J. Walter Thompson agency.

Summit is aiming to become a full-service studio with up to 12 films released annually. It has two movies in production: “Get Some” and “Step Up 2 the Streets.”