U.K. neighboring rights collecting society PPL is looking to boost its profile by ramping up its marketing efforts.

Kate Finley, the former commercial marketing manager at British national TV broadcster Channel 4, has joined PPL in the newly created role of marketing manager.

Reporting to executive director Peter Leathem, Finley is charge with developing the company's key marketing strategies and ensuring the PPL brand is used effectively across all media platforms.

In a statement, Leathem said: "We are continuing to drive forward our business in many directions and to support this growth we recognise the importance of a really creative marketing manager."

"Marketing is an essential, specialist activity that will now support the various business units across PPL," Leatham added. "This is an exciting new chapter for PPL."

Prior to her role Channel 4 role, Finley had gained extensive brand marketing experience working for BBC Worldwide -- the commercial arm of the publicly-funded U.K. broadcaster.

In a statement, she said: "As the business drives forward in this exciting time, I will be working to develop PPL's brand identity and build on awareness amongst its varied customer and member bases through new marketing initiatives."

In her new role, Finley will work closely with PPL's various public performance and member services departments to identify the ways in which PPL can effectively reach specific target audiences and deliver key messages.

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