Beck Media & Marketing, the entertainment and technology PR and marketing firm, is expanding its operations to Austin, Texas, under the leadership of Tom McAlister.

McAlister, a former Hulu and Warner Bros. Television executive who worked at Beck from 2009-10, is rejoining the firm as managing director to head up the new office, which will open on Jan. 5, 2015. Beck Media is based in Santa Monica, Calif., with an additional office in New York City.

“From a packed live events calendar that includes SXSW to a booming startup community, Austin is a cultural capital and a growth market,” said Todd Beck, founder and CEO of Beck Media. “This expansion is a natural next step in the evolution of our business, and I’m delighted Tom has returned to lead this practice for us.”

McAlister previously led the content marketing team at Hulu, overseeing campaigns for the streaming site’s original series. Prior to his stint at Hulu, McAlister served as director of publicity initiatives at Warner Bros. Worldwide Television Marketing, spearheading studio campaigns for hits such as “Arrow” and “Person of Interest.” In his role at the Austin office, McAlister will expand the Beck Media team and address the marketing and communications needs of new and existing clients.