Warner Bros. has tapped Loren Schwartz to be the studio’s new executive vice president of genre marketing and creative advertising.

Schwartz has experience in the horror and faith-based world, having previously overseen marketing for Sony’s Screen Gems division. He is considered to be deeply knowledgeable about social media. In his new post, Schwartz will report directly to exec VP of marketing Blair Rich, in addition to president of worldwide marketing and international distribution Sue Kroll.

“Loren is among the industry’s most respected and knowledgeable executives, who has broken new ground in all facets of genre marketing,” Kroll said in a statement. “His expertise will be integral to our outreach on a range of niche projects, encompassing everything from horror to urban to faith-based.”

During his time at Screen Gems, Schwartz created campaigns for such films as “Evil Dead,” “Heaven Is for Real” and “The Vow.” He previously served as senior vice president of creative advertising at Columbia Pictures and started his career in 1993 at Trimark Pictures, working on both theatrical and home video titles.