The Entertainment Retailers Association (ERA), the UK trade body that represents the interests of digital and physical retailers of video, music and games, announced the appointment of Lynn Li as Director of Marketing and Communications.

Reporting directly to CEO Kim Bayley and working alongside ERA’s long-time strategic advisor Steve Redmond, she will take responsibility for ERA’s consumer, business-to-business and internal communications.

Prior to joining ERA, Lynn Li led the International Publicity functions at Universal Pictures Home Entertainment and 20th Century Fox International Home Entertainment and most recently has been consulting for Universal Pictures UK Home Entertainment and Paramount Home Entertainment UK.

Kim Bayley, CEO of ERA said:”We are delighted that Lynn is joining us at ERA. Her extensive experience working within the home entertainment industry and strong consumer focus will allow ERA to amplify our members’ voice and develop new consumer-facing initiatives.”

Steve Redmond said,”ERA has already demonstrated its ability to champion new consumer promotions for entertainment with the hugely successful Record Store Day. Lynn’s expertise puts us in a strong position to emulate that success in other areas.”

Lynn Li said: “The ever-evolving entertainment ecosystem means there has never been a more exciting time to be joining ERA. I’m looking forward to working alongside our members and partners to help drive growth and understanding during this time of dynamic change within the industry.”