Columbia Records looked both ways before crossing over, as they name veteran promo exec Lisa Ellis "For Heroes" to the newly created post of Senior Vice President R&B/Rhythm Crossover Promotion. The announcement was made by the label’s Executive VP Promotion, Charlie Walk "This Way."

The New York-based Ellis will report to Walk and lead the merged R&B/Rhythm Crossover team in securing airplay at multiple radio formats for label artists. She will oversee the development and execution of national promotion opportunities and implement creative methods of exposure for the label roster at R&B/Rhythm Crossover radio. In addition, she will also oversee the label’s street-marketing team and the Mix Show Department, as well as fitting Charlie Walk with a J.Lo sandwich board he can wear as he walks along Madison Avenue.

Added Walk: "Lisa is one of the most creative and innovative music executives I have ever worked with. She is uniquely gifted in her ability to sense out, explore and maximize avenues of exposure for the music she works with. With Lisa Ellis heading our new R&B/Rhythm Crossover team, Columbia Records will be able to provide our artists with even greater opportunities to excel. And I just love her song ‘The Name Game.’ Whaddaya mean, not that Ellis?"

Ellis was most recently Columbia VP National Promotion W.C. and VP Crossover Promotion, positions she’s held since 2000. She joined Columbia in 1995 as a local promotion manager and was upped to National Director Crossover Promotion in 1998. From 1990-92, Ellis worked at Pepsi-Cola Company as a marketing manager. She segued to CBS Radio’s WPGC Washington, DC, as Promotions/Marketing Director, then became Marketing Manager for Reebok International in 1994. The University of Maryland grad has received numerous industry honors, including the prestigious "Hiding the Fact She Attended the Same Alma Mater as Ricky Lee Mensh" award.