Sony Taps Christine Birch for Newly Created Marketing Post

Christine Birch - P 2016
Courtesy of Sony Pictures Entertainment

Birch will work closely with worldwide marketing and distribution Josh Greenstein.

Former Focus Features marketing chief Christine Birch is returning to Sony.

She will serve as executive vp domestic creative marketing strategy, a newly created position. Birch will report to domestic marketing president Dwight Caines and work closely with worldwide marketing and distribution president Josh Greenstein. Her duties will span all marketing functions, including advertising, publicity, digital and creative content.

“Christine understands the conversation that needs to take place with the consumer to turn a film into a shared experience, making her the perfect addition to our team,” Greenstein said Thursday in a statement. “She will help develop and implement cohesive ideas across all marketing disciplines so that our movies and franchises are the ones that are talked about, buzzed about and, ultimately, seen by audiences."

Birch spent a dozen years at Sony before running marketing at DreamWorks, FilmDistrict and, most recently, Focus.