SEATTLE: Cranium, maker of award-winning games including its popular namesake, has appointed Heather Snavely to the new position of VP of corporate communications. She replaces director of corporate communications Kimberley Pierce, who left to pursue other opportunities.
Snavely said the company elevated the position because PR will play an increasingly important role as Cranium grows beyond games into new markets, as well as trying to hone a more consistent global image and message.
"We're in 50 different countries, so launching new products in a way that is consistent worldwide can be challenging," said Snavely, who will report to CEO Richard Tait. She added that outside North America, distribution and manufacturing partners handle marketing, adding to that global challenge.
Snavely said she also wants to go beyond the usual media relations to employ more viral and word-of-mouth initiatives, such as reaching out more to die-hard Cranium fans, better known as "Craniacs," to spread the word about new games and other products.
Snavely said word-of-mouth will be particularly important as Cranium moves into new markets including publishing, as it recently did with The Cranium Big Book of Outrageous Fun.
Snavely joins from Edelman's Seattle office, where she was a VP and group director of consumer brands. She worked on the Cranium account when it was an Edelman client. Cranium switched from Edelman to Ketchum in January.