Participant Media has named the Academy of Motion Picture Arts and Sciences’ chief marketing officer Christina Kounelias as it new EVP Worldwide Marketing and Communications. It’s a newly created position and the latest move there since the arrival of new CEO David Linde. She will report to him and begins the new gig March 28 after a search that had been going on for a while.

She will be tasked with leading Participant’s global strategy for all marketing and communications efforts and for shaping Participant’s pro-social narrative, as well as leveraging the company’s content through cross-platform initiatives. Kounelias also will oversee all creative marketing efforts for film, media and promotions, corporate communications, events, audience engagement and research. She will be based out of Participant’s offices beginning March 28.

“Christina is a talented strategist and is well regarded within the industry for her creativity and proven track record of success across studios and institutions,” said Linde in an annoucement. “We couldn’t be happier that an executive of her caliber is joining Participant at such a dynamic moment for the company.”

Kounelias was the Academy’s first CMO, and while there she oversaw all marketing, communications and digital media the Oscars, the Academy Museum and a year-round slate of programming. She also spearheaded a significant rebranding effort. The Participant job returns her to her roots: She had held senior marketing and communications posts at Warner Bros, New Line, Fox Broadcasting and Miramax before joining AMPAS.