E-reader brand Kobo has appointed Colin Bettam as its new chief marketing officer. Bettam, previously the vice-president of marketing at LG Canada, will lead the brand’s communication strategy as it expands into international markets.
As CMO, Bettam, will report to Kobo CEO Mike Serbinis and oversee the brand’s activities in all areas of marketing, from public relations to events, sponsorship and corporate social responsibility. He will also be chargedwith building on the brand’s recent John St. campaign, launched this spring in 13 markets, as Kobo looks to expand into India, Russia and the Philippines by the end of 2013.
Canadian book giant Indigo originally launched the Kobo e-reader before selling it to Japanese e-commerce company Rakuten in late 2011. Kobo remains based in Toronto.
Bettam is not replacing an outgoing CMO. Instead, he’s filling a new position the company has created to prepare for growth in new markets. The position is effective immediately.
“I’m thrilled to be joining the team to continue cultivating the love of reading around the world through brand initiatives that truly speak to [consumers],” said Bettam, in a release.
During his four year tenure at LG, Bettam was instrumental in consolidating the brand’s Canadian marketing materials across categories into a single message – LG’s “Life’s Good,” brand platform. He has also held senior marketing positions at McCain Foods, Coors Brewing Company and XM Satellite Radio.
In a release, Serbinis said he’s eager to have Bettam take the brand reins as Kobo introduces itself to new markets. “We welcome Colin to the team and look forward to working with him on taking Kobo’s brand to the next level to engage those people who truly make reading a priority in their lives.”
