Starz is elevating Alison Hoffman to the newly created role of chief marketing officer as the premium cable network evolves its brand to better compete with rival pay-TV providers and streaming services.
Ms. Hoffman, who previously served as exec VP-marketing, leads all the consumer and affiliate marketing for the channel. She recently ushered in a rebrand for the company, which included bringing its Encore channel lineup into the Starz fold and introducing the new tagline, "Obsessable." She also facilitated the marketing of Starz's direct-to-consumer app.
This comes amid significant changes at the company, which Lionsgate agreed to acquire last month for $4.4 billion.
Ms. Hoffman declined to comment on how the Lionsgate acquisition will impact the marketing strategy moving forward.
Starz has received some buzz for its original dramas like "Outlander," "Power" and "Flesh and Bone." At the same time, it has been placing less emphasis on airing acquired movies.
The network is now the No. 2 premium cable channel behind HBO with 24 million subscribers.
Ms. Hoffman reports to Jeffrey Hirsch, who last month was promoted to chief operating officer. She joined Starz in 2012 from AMC Networks.
Clarification: An earlier version of this story said Starz was No. 2 behind Showtime. In fact, HBO is No. 1 and Showtime is No. 3.