Matt Ullian has been named senior vp special projects at Penske Media Corporation.

In this newly created role, Ullian will advise PMCs portfolio of brands on overall event strategy, talent booking and guest list curation. He is based in Los Angeles and will report to Jay Penske, chairman, founder and CEO of PMC,parent company of The Hollywood Reporter.

Ullian brings decades of experience in talent booking, event curation and strategic partnerships to his new role. Before joining PMC, he co-founded Boldface Partners in 2019 with longtime Vanity Faircolleague Jane Sarkin. There, he worked with clients including Netflix, Amazon, Universal, Bloomberg, PBS, The Atlantic, Air Mail and Puck, curating high-profile guest lists, producing events and securing top celebrity talent for appearances and campaigns. Before Boldface, Ullian spent most of his career at Vanity Fair,where he played a central role in shaping the magazines marquee live events, including the Vanity Fair Oscar Party, the New Establishment Summit and the White House Correspondents Dinner After-Party.

In addition to THR, PMCs portfolio includes Variety, Rolling Stone, Billboard, Dick Clark Productions, WWD, SHE Media, Robb Report, Deadline, Sportico, ARTnews, Fairchild Media, Vibe, IndieWire, Artforum, Gold Derby and Luminate. PMC also owns severalevents, such as the Golden Globes, Country Music Awards, Billboard Music Awards, New Years Rockin Eve, SXSW, American Music Awardsand Latin Music Week.