Jennifer Kirell promoted to SVP, Catalog & Retail Marketing at AWAL

Jennifer Kirell has been promoted to Senior Vice President, Catalog & Retail Marketing, at artist services company AWAL.

Based in New York, Kirell will report directly to Ron Cerrito, the President of AWAL North America.

In her new global role, AWAL says that Kirell will oversee and support artist and label partners with strategies to maximize “lasting cultural impact, discovery and rediscovery, and music consumption”.

Over the past 18 months, Kirell’s team has collaborated on initiatives on a range of campaigns from Lil Peep, Childish Gambino, Rex Orange County, Placebo, Tom Misch, CHVRCHES, and Dashboard Confessional, says AWAL.

In 2020, her role was extended to oversee AWAL’s US physical business which, says the company, has grown 53% in 2021 under her leadership, and has seen an “evolved” approach to catalog vinyl, alongside expanded relationships with accounts such as Walmart and Urban Outfitters.

Prior to joining AWAL, Kirell spent 11 years with Sony Music Entertainment at Legacy Recordings, where she led global marketing campaigns and audience development strategies for artists including Elvis Presley, Michael Jackson, Johnny Cash, Billy Joel, Backstreet Boys and Loretta Lynn.

Kirell is also a member of AWAL’s Diversity, Equity, and Inclusion Governance Board.

Kirell’s promotion is the latest in a raft of recent promotions at AWAL.

In November 2021, AWAL launched a newly structured global team, and promoted London-based Aaron Bogucki from his role as VP, Marketing, to the new position of Global Head of Audience Development to spearhead the department.

In the same month, Charlotte Birch and Nathan Liddle-Hulme were promoted to joint Heads of Marketing for the UK at AWAL.

“Jennifer is a goal minded, follow-through obsessed, results oriented, serial over achiever.”

Ron Cerrito

Ron Cerrito, said: “Jennifer is a goal minded, follow-through obsessed, results oriented, serial over achiever with a deep understanding of modern music marketing.

“She is also a thoughtful leader and people manager. We are proud Jen is a member of our executive team and look forward to continuing to redefine catalog and retail marketing into the future.”

AWAL was acquired by Sony Music for $430 million in May 2021.

The deal is currently being investigated by the UK’s Competition and Markets Authority (CMA).Music Business Worldwide

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