JP Richards has been promoted to executive vice president, Worldwide Marketing, and chief data strategist, at Warner Bros. Pictures. He will report to Blair Rich, president, of the company.

In his new role, Mr. Richards will work with Mr. Rich on the development and execution of Warner Bros. Pictures’ marketing efforts. He will also add the job of chief data strategist to his responsibilities, overseeing data strategies, data-driven media, and audience intelligence, among other things, says the company.

Prior to his promotion, Mr. Richards served as executive vice president, Worldwide Digital Marketing, Warner Bros. Pictures. In this role, he established relationships with  partners such as Google, Snap, Facebook, and Oracle, according to a statement from the company.

Mr. Richards joined Warner Bros. Pictures in January 2015. Prior to that, he spent 12 years at Universal Pictures, most recently as senior vice president, Digital Marketing.