The Weinstein Co.’s multiplatform distrib arm Radius-TWC has hired Liza Burnett Fefferman as exec VP of publicity and Heath Shapiro as VP of marketing and distribution.

Duo joins the Radius’ Gotham-based exec team, led by Tom Quinn and Jason Janego, to whom both will report.

Label also announced the appointments of Richard Hornbeck and Caroline McKenzie as director of on demand and digital media and director of marketing and delivery, respectively.

Hiring comes in advance of Radius’ first release, Sundance pickup “Bachelorette,” which the label will unspool on VOD Aug. 10 and theatrically Sept. 7.

Rollout fits into the company’s distribution strategy, which includes day-and-date or pre-theatrical VOD releases of films that, for the most part, play on fewer than 500 screens.

Fefferman served as exec VP of publicity at TWC before holding her most recent post as senior publicity veep at IDP/Samuel Goldwyn Films. She also spent more than six years at Dan Klores Communications, where she held the title of senior VP and founded DKC/Film.

Shapiro previously served as the VP of national sales for Independent Distribution Partners, working on titles including “Super Size Me,” “The Squid and the Whale” and “Amazing Grace.” Hornbeck hails from MGM, where he worked in domestic television sales and worldwide digital media distribution.

McKenzie joins Radius from Magnolia Pictures, where she worked in delivery and design. Radius co-prexies Quinn and Janego also worked at Magnolia, known for its pioneering efforts in the digital distribution space, as VP and head of legal and business affairs, respectively.