Christine Birch, who spent 12 years at Sony Pictures and before moving to posts at DreamWorks Studios, FilmDistrict and most recently at Focus Features as president of marketing, is returning to the Culver City lot. She has been tapped as EVP Domestic Creative Marketing Strategy, reporting to Domestic Marketing President Dwight Caines. She also will work closely with Josh Greenstein, the president of Worldwide Marketing & Distribution at Sony Pictures Motion Picture Group.

In the new position, she will work across marketing functions including advertising, publicity, digital, and creative content to unify campaign strategies.

“Christine understands the conversation that needs to take place with the consumer to turn a film into a shared experience, making her the perfect addition to our team,” said Greenstein in an announcement. “She will help develop and implement cohesive ideas across all marketing disciplines so that our movies and franchises are the ones that are talked about, buzzed about and, ultimately, seen by audiences.”

At Focus, Birch oversaw marketing campaigns for the just-released London Has Fallen and The Theory Of Everything among others. She worked on Olympus Has Fallen at FilmDistrict before it combo-ed with Focus, and at DreamWorks Studios helped with the launch of Transformers, Tropic Thunder and The Help.