HMV has overhauled its senior management team by promoting two insiders to succeed marketing and commercial director Patrizia Leighton, who has left the business after over a decade to pursue new challenges.
First up is Kate Longbottom, who has become head of marketing with responsibility for all of the retailer’s marketing activities as well as advertising and PR.
With a focus on building t e HMV brand across the UK and in its nascent markets of Ireland and Belgium, Longbottom will also put renewed focus on bringing consumers into local stores as well as driving the retailer’s ecommerce offer.
She joined HMV in 2022 from Paramount Pictures, where she was trade marketing manager. Prior to that she spent 15 years as retail marketing manager at Twentieth Century Fox and also held marketing roles at Virgin Megastores, Virgin Retail and Dixons.
Meanwhile, David Athey has worked with the business for 35 years after starting as a sales assistant, most recently as head of music and technology.
In his new position of commercial director, he will oversee all commercial aspects of HMV’s business including the development of its European offer, building on its supplier relationships, and maintaining the retailer’s position as a leader on the high street.
HMV managing director Phil Halliday said: “David holds a deep understanding of the business as well as vast experience and expertise across music, film, and TV, which we will lean heavily on as we look to continue the businesses growth and expansion.
“Kate has been a longstanding member of the team and will be an outstanding marketing lead.”
HMV was bought in a rescue deal by Canadian music retail executive Doug Putman, owner of Sunrise Records, in 2019 after falling towards administration for the second time in less than a decade.
In 2023, the retailer reopened its flagship store in Oxford Street, London, following a four-year hiatus. The brand, named “His Master’s Voice”, was launched by English composer Edward Elgar in 1921, selling gramophones, radios and popular music hall recordings.
The figures came from the (ERA), which said subscriptions to services like Spotify, Amazon Music and Apple Music accounted for almost 85% of the money spent on music last year.
The retailer has benefitted from a revival in physical format sales, including DVDs, BluRay, CDs and vinyl, despite the dominance of streaming services.
According to the Digital Entertainment & Retail Association vinyl sales grew by 10.5%, with 6.7 million discs sold in 2024, generating £196m, while CD sales came in at £126.2m, with 10.5 million albums bought.
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