Starz has promoted Alison Hoffman from Executive Vice President of Marketing to the newly-created position of Chief Marketing Officer, Variety has learned.

Hoffman, based in Beverly Hills, spearheads all consumer and affiliate marketing for the premium cable network, including brand and creative strategy, media planning and digital and social marketing. She also leads the branding and positioning of the company’s consumer platforms and products.

“Alison’s vision and execution has helped reposition Starz as a destination for acclaimed and diverse original programming and build a brand that reflects the strength of our unmatched content offerings,” said Jeffrey Hirsch, Chief Operating Officer at Starz. “She led the way earlier this year with the Starz brand transformation, launching a masterbrand strategy for the network which involved integrating the Encore services into the new Starz, as well as the highly successful launch of the new Starz App.”

Prior to her promotion to EVP of Marketing in February 2015, Hoffman was Senior Vice President of Originals Marketing. She oversees campaigns for the entire Starz original series slate including “Power,” “Outlander,” “The Girlfriend Experience,” “Flesh & Bone,” “Black Sails,” “Ash vs Evil Dead,” “Survivor’s Remorse,” “Blunt Talk,” and the upcoming “American Gods.”

Hoffman joined Starz in 2012 after serving as Vice President of Creative and Brand Strategy at AMC Networks where she helped guide marketing campaigns for series such as “Mad Men,” “Breaking Bad” and “The Walking Dead.”