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NBCU Alum Allison Rawlings Named Head of FX Publicity and Communications

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  Published in Media and Entertainment on Wednesday, October 8th 2025 at 21:38 GMT by Variety
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Allison Rawlings Named Head of FX Publicity & Communications

By Variety Staff – October 2025

In a move that underscores FX’s ambition to deepen its brand equity across television, streaming, and global markets, the network announced on Tuesday that Allison Rawlings will step into the role of Head of FX Publicity & Communications. Rawlings, who comes with a track record of building compelling media narratives for some of the most critically acclaimed shows in recent history, will replace long‑time FX communications veteran David Kim.

The announcement was made during FX’s spring media briefing, where the network’s president, Chris Alvarado, highlighted the company’s intent to “align our creative content with a coordinated, data‑driven publicity strategy that reaches audiences in the right place at the right time.” Alvarado praised Rawlings’ “unmatched ability to translate complex storytelling into engaging, shareable moments” and noted that her appointment would play a pivotal role in FX’s 2026 launch of its new “Dark Horizons” slate, which includes the forthcoming seasons of The Last of Us and The Expanse.

A Career Built on Story‑Driven Brand Building

Rawlings’ career spans more than two decades, during which she has worked for major networks and streaming platforms. She began as a junior publicist at CBS in 2003, quickly rising to oversee the promotion of NCIS and The Big Bang Theory. In 2009, she joined Amazon Prime Video as Director of Communications, where she spearheaded the launch strategy for The Man in the High Castle and The Marvelous Mrs. Maisel. Her tenure at Amazon was marked by a 45% increase in subscriber engagement for original content, a feat that drew praise from industry analysts.

Prior to Amazon, Rawlings served as Vice President of Publicity at Warner Bros. Television, overseeing campaigns for The Handmaid’s Tale and Westworld. She left Warner Bros. in 2022 to take on a senior advisory role for a consortium of independent creators, a move that broadened her perspective on niche marketing and community‑based promotion. Throughout her career, Rawlings has been known for her “story‑centric approach” to publicity, blending traditional media outreach with innovative digital tactics that tap into fan‑driven ecosystems.

Expanding FX’s Communications Playbook

In her new role, Rawlings will lead a team of 17 publicists, strategists, and social media managers tasked with promoting FX’s expanding portfolio of original series and feature films. The scope of her responsibilities is broad: from managing day‑to‑day media relations and crisis communication to designing integrated campaigns that bridge broadcast, streaming, and live events.

One of Rawlings’ first initiatives will be to launch the “FX Pulse” social‑media campaign, a cross‑platform effort that will pair behind‑the‑scenes interviews with interactive fan challenges. “We’re looking to create a two‑way conversation with audiences rather than a one‑way broadcast,” she said in a statement released by the network. “The pulse will serve as a real‑time feedback loop that informs both our marketing and creative teams.”

Rawlings also plans to introduce a new “Creator‑First” communications framework, which will ensure that the voices of writers, directors, and actors remain at the forefront of promotional content. This initiative will dovetail with FX’s recent acquisition of the independent production studio New World Cinema, as noted in Variety’s previous coverage of the deal. By foregrounding the creators behind each series, FX hopes to deepen viewer loyalty and attract the next generation of talent.

A Vision for Global Reach

With FX’s international distribution growing at an accelerated pace—particularly in markets such as Germany, South Korea, and Brazil—Rawlings has identified multilingual content as a strategic lever. In a briefing with the network’s international sales team, she outlined plans to coordinate region‑specific publicity campaigns that respect cultural nuances while maintaining brand consistency. “The goal is to make each market feel like it has its own version of FX’s storytelling universe,” she explained. “That means localized press kits, regionally tailored social media, and partnerships with local influencers.”

Rawlings also highlighted the importance of “digital first” storytelling, especially in light of the increasing dominance of short‑form video. She announced that FX will partner with platforms like TikTok and Instagram Reels to produce bite‑sized “Episode Teasers” that are optimized for mobile consumption. By aligning with data analytics, the network hopes to measure engagement in real time and iterate quickly on messaging.

Industry Reaction

Industry insiders have lauded the move, noting that Rawlings’ experience with both traditional and new‑media platforms will be invaluable as FX seeks to stay competitive in a crowded content marketplace. In an interview with The Hollywood Reporter, advertising executive Maria Gutierrez described Rawlings as “a visionary who understands how to marry the art of storytelling with the science of marketing.” Gutierrez added that her work on the “The Handmaid’s Tale” campaign, which included a viral hashtag that generated over 500 million impressions, would serve as a blueprint for future FX initiatives.

FX’s president, Chris Alvarado, also emphasized the strategic alignment of the hire with the network’s broader business goals. “Allison brings a fresh, data‑driven perspective that complements our creative vision,” he said. “Her track record shows that she can elevate a brand’s profile while staying true to the essence of the content.”

Looking Ahead

Allison Rawlings will officially start on November 15, 2025, after a brief transitional period with her current team at Amazon. Her first major test will be the promotion of FX’s upcoming 2026 slate, including the highly anticipated second season of The Expanse and the world‑premiere of Dark Horizons, a sci‑fi anthology slated for a 2026 launch on FX’s streaming platform.

The appointment signals FX’s determination to solidify its position as a powerhouse in premium television. By investing in a high‑profile communications leader, the network demonstrates its commitment to not only producing compelling content but also ensuring that the world knows exactly why that content matters. As Rawlings takes the helm, FX’s audiences—and the broader entertainment industry—will be watching to see how the network turns its creative vision into a global conversation.