James Meader will join Vintage/Anchor as executive director of publicity and social media on December 16. Most recently v-p and associate publisher of Macmillan’s Picador imprint, Meader will report to Suzanne Herz, executive v-p of publishing at Doubleday & publisher of Vintage/Anchor Books.

In a memo announcing Meader’s appointment, Herz pointed to his “deep and broad understanding of paperback publishing and the paperback marketplace, having launched, publicized, and published a great number of hardcovers, paperbacks, and paperback originals.”

In his new role, Herz said, Meader will lead Vintage/Anchor publicity’s and social media teams, while also working with Beth Lamb, v-p and associate publisher of Vintage/Anchor, to develop marketing strategies. “Together,” Herz wrote, “they will put continued focus on treating our backlist as a frontlist.”