Summary:

As more news services look to expand their audience in both consumers and clients, the Associated Press turning to a veteran marketing hand…

Matt Cluney

As more news services look to expand their audience in both consumers and clients, the Associated Press turning to a veteran marketing hand to help maintain its profile. Matt Cluney, a former marketing executive with American Express Co., will serve in a new role at the AP as director of marketing for the U.S.

He’ll be based in the AP’s New York headquarters. Cluney’s job includes taking the lead role in developing and running an integrated global marketing strategy. The wire service is currently working on several big projects designed to expand its business from more than just serving articles to newspapers and websites.

Among the big works is the overhaul of AP’s global video business and the development of “eBusiness capabilities that will streamline customer interaction.” Cluney will work closely with Julia Howe, newly appointed director of marketing for AP business in Europe, the Middle East, Africa and Asia, who is based in London.

The hiring of Cluney comes after the departure of two high profile executives at the AP in recent months, Jane Seagrave, who left in March to join a Martha’s Vineyard newspaper, and Neil Ascheim, who departed earlier this month as digital GM to join BBC Worldwide Americas to help the company chart its mobile strategy and develop unspecified new products.

Cluney reports to Ellen Hale, who directs AP’s corporate communications and U.S. marketing operation.

At American Express, Cluney was a marketing specialist for both b2b and b2c strategy in various divisions in New York and London since 1998. Cluney also worked for Intuit in Mountain View, Calif., as co-brand marketing manager, leading direct-marketing strategy and programs to support customer acquisition and retention of Quicken consumer financial services.

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