Jason Orlando to Head E-Commerce at Abrams

Abrams has appointed Jason Orlando as director of backlist and e-commerce. The appointment comes as part of a strategic restructuring at Abrams as it seeks to “create clear ownership” over its relationship with Amazon, eliminate departmental gaps, and enable coordinated strategy “across all Amazon touchpoints.”

In the newly created role, Orlando will work to unify and update the publisher’s approach to working with Amazon and other digital platforms. He will also overseeing a comprehensive team structure including content and metadata, sales and account management, analytics and optimization, digital operations, and promotional campaigns.

Orlando previously served as director of brand and digital shelf management at Acosta Group, and as senior brand manager at the group’s Amazon sales and marketing agency, OeP. At Abrams, he will report directly to CEO and president Mary McAveney, with support from a soon-to-be-hired Amazon strategy manager, who will coordinate all subsidiary teams.

“As Amazon continues to expand its capabilities through A+ Content and algorithm changes that prioritize brands with consistent, coordinated presence, we recognized the need for a unified approach,” said McAveney in a statement. “Jason’s expertise and leadership will be instrumental in positioning us to capture growth opportunities for our backlist titles and to better position our frontlist work.”