UPI names Patel as SVP, Marketing Strategy and Media

Universal Pictures International has promoted Shephali Patel to Senior Vice President, Marketing Strategy & Media.

In the newly created role, she will lead traditional and non-traditional strategic media planning for all international campaigns, and she will report to Simon Hewlett, Executive Vice President, Marketing, Universal Pictures International.

The Media team led by Patel will include Neil Wirashina, VP, Advertising Media and Chris Massey, Director, Digital Media.

In the marketing teams restructuring, Hewlett has created two new roles — SVP, Marketing Strategy & Media, now taken up by Patel - and Director, Digital Media held by Chris Massey.

Patel joined Universal Pictures in 2006 and helped establish the company’s UK marketing team as Universal transitioned from its UIP joint venture with Paramount Pictures in 2007. Patel more latterly served as Vice President, Marketing for Universal Pictures International UK. She has also worked as a marketing executive at Twentieth Century Fox and Pepsi.

Hewlett said: “The creation of the SVP, Marketing Strategy & Media role will bring strategic leadership and digital expertise in delivering even more compelling marketing campaigns. Shephali’s experience leading Universal’s UK marketing team, combined with her excellent instincts, will be a significant support to our wider strategic approach to international marketing.”