Erika Alfredson will head Columbia Records’ West Coast marketing team in her new position of Senior Vice President of Marketing.

Based in Los Angeles, she reports to GM Jenifer Mallory. Alfredson was VP of Marketing for Columbia.

“Erika has served as a key architect for many of Columbia’s marquee artist campaigns over the years that have yielded tremendous results,” Mallory said. “Her competitive spirit, dedication, and drive will continue to be an asset for the entire label as she takes on a larger role advancing strategy with the wider team.”

Alfredson has been with the Sony family of labels since 2005, working in marketing at Columbia since 2011. She has spearheaded campaigns for Adele, Beyoncé, Diplo, Jack White and others.