Former Screen Gems marketing exec VP Loren Schwartz has joined Warner Bros. as the feature division’s new executive VP, genre marketing and creative advertising. This comes only a few days after Danielle Misher was promoted into Schwartz’s post at Screen Gems shoring up that Sony division at the Culver City-based studio because of his departure to WBros.

In his new post, Schwartz will report directly to both executive VP of marketing Blair Rich and president of worldwide marketing and international distribution Sue Kroll.

During his tenure at Screen Gems, Schwartz created campaigns for some of the studio’s most profitable releases, including Sam Raimi’s Evil Dead, Resident Evil, Heaven is for Real, Think Like a Man and The Vow.

He had previously served as senior VP of creative advertising at Columbia Pictures, where he worked on more than 60 films, including Superbad, Pineapple Express, Cloudy with a Chance of Meatballs, Anger Management and 50 First Dates.

Schwartz began working at Trimark Pictures in 1993 on both theatrical and home video titles — the most notable being the cautionary Hollywood tale Swimming with Sharks. In 1996, he joined Fox’s indie label, Searchlight Pictures, as manager of advertising where he worked on the campaigns for Stealing Beauty and The Full Monty. The following year, he moved over to Sony Pictures, starting as manager of creative advertising and was, over the years, promoted numerous times to his most recent post.