MEDIA: IPC's Later hires marketing chief from Paramount

IPC Music & Sport has hired Paramount Comedy Channel consumer marketing manager Cecilia Parker to be the new marketing manager for Later.

Parker will report to IPC Music & Sport marketing director Vijay Solanki, who recently joined from Capital Radio. She will be responsible for challenging and developing brand strategy for Later.

Later raised eyebrows at the latest set of ABCs for registering a 14% drop in sales to 77,062 period on period, from its launch ABC of 90,555.

However, IPC said the title's performance should be seen in the context of a crowded men's market.

'Cecilia is a great signing for the team. She brings both marketing and television experience to bolster the Later brand,' said Solanki.

This article was first published on Marketing