Audio company Novel continues to strengthen its management team. The latest recruit is Indira Birnie, who joins Novel as head of marketing and communications. She will be responsible for Novel’s marketing and communications strategy and lead campaigns for the award-winning company’s slate of new show launches.
Birnie joins Penguin Random House, where she had worked since 2010, most recently as senior marketing manager for the publisher. And as Senior Director of Penguin Audiences, she spearheaded a rebranding of the Penguin Podcast, launched last week. Last week, Birnie was shortlisted for Publisher Podcast Hero of the Year at the Publisher Podcast Awards, where the Penguin Podcast is also shortlisted in the Best Books & Literature Podcast category. In 2020, she was named Bookseller’s Shooting Star – the first-ever marketer to be named to the role.
“I’ve had a wonderful time championing the voices of books and authors over the past 12 years at Penguin Random House. I will miss them and my colleagues, but I’m thrilled to start a new chapter at Novel,” said Birnie: “The podcast continues to be as popular as ever and as a huge fan of the exceptional stories Novel tells, I look forward to stepping into such a dynamic company with big ambitions.”
Birnie also worked as an executive producer on the youth culture podcast It’s spokenwhich won Consumer Media Podcast of the Year at the Campaign Publishing Awards, a bronze medal at the British Podcast Awards and was named the official Webby winner.
“We are thrilled that after a long search, we have found someone of Indira’s caliber to lead our marketing and public relations efforts, at a truly exciting time for the business,” said Matt O’Mara. , chief executive of Novel in the announcement. .
The UK-based novel said last year it was putting more emphasis on its podcast business as it seeks to reach more listeners in the US. He signed a multi-year deal with iHeartRadio, the biggest deal of its kind for a British podcast company. Novel is producing a slate of iHeartRadio Original podcasts that will lead to the release of eleven new docuseries through 2024. The common thread between the shows is that they will focus on true stories that are “stranger than fiction.”