Alex Segura, v-p publicity and marketing at Archie Comics, has been named executive director of publicity at DC Entertainment effective immediately. Segura has directed publicity and marketing at Archie since 2010 and returns to DC Comics where he was a publicity manager.

Segura succeeds his former boss at DC Entertainment David Hyde who left DC in April after nearly nine years heading its publicity department. He returns to DC Entertainment, reorganized since he left in 2010, and takes over its publicity department at a time when the industry is in the midst of change. DC Entertainment is riding high on rising sales of periodicals and graphic novels, fan enthusiasm over the New 52 relaunch of its superhero universe last year and on the strength of DC efforts in digital delivery.