Abrams Books has reorganized its marketing department under new leadership, a move the company says is designed to better find and connect with readers.
The restructuring, announced June 18, establishes separate adult and children's marketing teams with the intention of positioning Abrams to develop campaigns based on reader data and how people actually buy books across the company's publishing categories. Melanie Chang, SVP of marketing, publicity, and communications, will oversee the reorganized department.
"This organization reflects our commitment to understanding who our readers are and how they discover books," Chang said in a statement. "The structure reflects our vision for a more agile, data-informed, and creatively bold marketing engine—one that positions Abrams for continued success in a rapidly evolving marketplace. The goal is to create marketing that serves readers first, which ultimately serves our authors and our business."
Adult marketing
Cristina Gilbert joins Abrams as executive director of adult marketing. Gilbert brings marketing, sales, and publishing experience from HarperCollins, Bloomsbury, and Macmillan, where she first served as associate publisher of Flatiron Books and later worked on corporate marketing and publishing plans. At Bloomsbury, she led marketing, publishing, and sales development for the Sarah J. Maas program. At Macmillan, she worked with publishing teams on plans for Leigh Bardugo across imprints.
Gilbert will lead adult marketing efforts across departments, contribute to select crossover publishing, and work on author and agent relationships.
Jenna Lisanti returns to Abrams as association director of adult marketing, after working on the company's adult campaigns as a freelancer. Lisanti has 15 years of book marketing experience at HarperCollins, Penguin Random House, and previously at Abrams in children's marketing. Marketing assistant Maddie Brock will support the adult marketing team. Both Lisanti and Brock will report to Gilbert.
Children's marketing and consumer engagement
Borana Greku has been promoted to director of children’s marketing after seven years at Abrams working across multiple categories. Her campaigns have supported franchises including Diary of a Wimpy Kid, The Lightlark Saga, The Questioneers, and Kitty-Corn. Greku will focus on understanding how young readers and their families find and buy books. Gaby Portugal and Maya Monteleone will continue supporting Abrams' children's imprints under Greku's direction.
Kasia Abrams is joining the company as executive director of content and consumer engagement. Abrams brings experience from Gannett, the USA Today Network, and Open Road Integrated Media, where she led audience growth, sales, and marketing programs. Her role centers on creating direct marketing campaigns using reader data for targeted content and book recommendations, with emphasis on email and newsletter marketing to boost new and backlist sales.
The restructured marketing department will work with existing digital and social media, school and library marketing, and design teams for coordinated outreach across all channels.
The reorganization comes after several recent hires including Julie Christopher as head of brand strategy in May and Jason Orlando as director of backlist and e-commerce in March. The intention is to establish integrated approach to finding audiences and building the brand.
