Sundance Channel has tapped Monica Bloom as its senior vice president of marketing, effective immediately.
She was formerly head of brand strategy and development for (RED), the New York based organization created by Bono and Bobby Shriver to drive corporate profits into the fight against AIDS. Prior to that, she was SVP of integrated marketing for Omnicom Group.
Based in New York, Bloom will report to Sarah Barnett, the Sundance Channel general manager.
The post was vacant after Shari Weisenberg, now at Microsoft, left in 2011.
In her new role, Bloom will establish and evolve strategic brand positioning for AMC Networks-owned Sundance Channel, which continues to develop distinctive non-fiction shows alongside independent films and an increased number of original scripted series. She will oversee marketing activity across all platforms in order to drive audience growth and further establish a clear value proposition in the cable digital tier and satellite space, Sundance said.
It added that Bloom will identify and drive execution of key marketing partnerships that impact brand perception as well as oversee strategic ideation and execution of all branded entertainment.
"Monica recognizes the value of innovation and has a proven track record of leveraging the unique attributes of influential brands to make an impact," Barnett said in a release. "Sundance Channel is about being fresh, different and inspired-- and Monica is exactly the kind of marketing guru who will avoid traditional dinosaur marketing while protecting the sheen of our brand and driving our business."
As head of brand strategy and development at (RED), she was instrumental in defining that brand voice, which has helped bring in more than $180 million of contributions worldwide to fight AIDS in Africa.
At Omnicom Group, she led core integrated marketing strategies and campaigns for various divisions of Bank of America.
Bloom has also worked at numerous marketing firms, handling successful campaigns for clients such as Kraft/Nabisco, Gerber, American Express Financial Advisors, Miller, Coca Cola and UPS. Her work has been recognized in numerous Top 10 lists for ad campaigns, including USA Today and Adweek, and won a 2002 Effie Award for her UPS NASCAR campaign.
