PEI President Alex Vaickus.said that Donohoe was picked to lead marketing programs designed to "enhance global awareness and impact of the Playboy brand."
"Our goal is to transform Playboy into a brand management company, and this new position will help further that critical initiative," Vaickus said. "Lorna has a unique blend of global experience and creativity, which, combined with her passion for the Playboy brand, make her the ideal candidate to effectively position Playboy in the marketplace.
Donohoe most recently served as Playboy's division vice president of retail marketing and merchandising. In that role, she was responsible for partnerships and relationships with a number of major retailers and brands. She joined Playboy in 1998 at the company's public relations department.
A native of Ireland, Donohoe was recently named one of the most influential Irish American business women by The Irish Voice. She attended the College of Technology in Dublin and the University of Konstanz in Germany.
Donohoe will be based in Playboy's Los Angeles office.
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