HMV has appointed a new marketing lead after the departure of its current marketing and commercial director.

Patrizia Leighton has left the business after a 12-year stint at HMV as she sets her sights on “new challenges”.

She started as head of marketing in July 2013 before progressing to marketing director in April 2018, and marketing and commercial director in August 2020.

Kate Longbottom, HMV’s current head of marketing, is set to assume the wider marketing responsibilities associated with Leighton’s role. She has been with the business since June 2022, and previously worked in marketing roles at Paramount Pictures, Twentieth Century Fox and Virgin Megastores.

Longbottom will now oversee all of the brand’s marketing activities across the store estate, as well as across advertising, marketing and PR, and the retailer’s online business.

David Athey, previously head of music and technology, will be taking on Leighton’s commercial responsibilities after being promoted to the new role of commercial director. He has been at HMV for 35 years.

Longbottom says the business will “continue our growth building on the legacy that Patrizia has left us across not only our store estate, but also across our online proposition”.

Bringing consumers into local stores while also driving the retailer’s ecommerce offer, which has “grown consistently in recent years”, will be her focus.

This includes “more from our Live and Local programme for new artists, more appearances in stores from big names and more community events for fans,” according to the marketer.

HMV’s marketing boss on bringing the brand back from the brink

The news comes as HMV owner Doug Putman has reportedly been in talks to buy WHSmith’s high street stores.

HMV has been recovering since it was on the verge of bankruptcy in 2019, with recent developments including the reopening of its Oxford Street flagship store in 2023.

“Kate has been a longstanding member of the team and will be an outstanding marketing lead. With a focus on building our brand across the UK and in our nascent markets of Ireland and Belgium,” says Phil Halliday, HMV’s managing director on Longbottom’s appointment.