Sourcebooks has created an e-commerce and online marketing department designed, the company said, “to optimize online sales and increase data sharing across the company.” The new unit, which combines personnel from the e-commerce and digital marketing teams, will be headed by Mike Zuccato, who has been promoted to v-p of e-commerce and online marketing. According to Sourcebooks, the expanded department’s objective is to drive online sales for all of the publisher’s retail partners.
Both Zuccato and Sourcebooks founder and CEO Dominique Raccah cited the impact of the pandemic on the book business as the reason for the creation of the new department. “We have worked over the last year to continue to build stronger relationships among our digital marketing, impact marketing, data and information technology teams,” Raccah said in a statement, adding that Sourcebooks has seen “fantastic” results. Online sales at Sourcebooks rose 66% last year over 2019.
“Given the environment over the past year, we have worked to even further increase our rate of experimentation and learning in digital marketing at Sourcebooks,” Zuccato said. “We’ve had some really exciting breakthroughs powered from this increased collaborative effort. “
Also playing new roles in the department are Kavita Wright, who has been promoted to director of online marketing and is responsible for driving e-book revenue, paid social and email engagement, and developing online creative and messaging; and Katia Herrara, who has been named senior manager of e-commerce and performance marketing, and will oversee all online marketing campaigns.Morgan Vogt has been promoted to online marketing specialist.
The expanded department also includes Allison Lewis, online marketing specialist; Dave Schmitt, e-commerce digital designer; and Viridiana Contreras, graphic designer. In addition, Trent Harmon has joined Sourcebooks as online sales manager. He had been lead buyer and senior content manager for Ingram.