Credit: Are Media
Are Media promotes Abbey as growth role signals restructure
Are Media has promoted Jocelin Abbey to the newly created role of director of content and consumer growth, expanding her responsibilities as the publisher pushes further into audience and revenue growth.
Abbey moves from her role as general manager of homes and lifestyle and will oversee content, audience development and growth across subscriptions, memberships, partnerships, affiliate marketing, video and vodcasts.
The appointment comes as Are Media restructures its marketing operations, moving marketing functions closer to individual content verticals and brands. The changes will see director of marketing Carly Bowra leave the business.
Abbey has led Are Media's homes and lifestyle portfolio, including The Australian Women's Weekly, Better Homes and Gardens, Australian House & Garden and Home Beautiful. She also oversaw the expansion of the company's vodcast offering and helped develop new consumer revenue streams, including the My Women's Weekly membership program.
Are Media CEO Sally Eagle said bringing content, marketing and audience growth together would strengthen audience engagement and commercial performance.
“Jocelin is exactly the leader for this next phase. She combines strategic vision, commercial drive and a deep understanding of what makes our brands resonate to ultimately drive audience growth,” Eagle said.
Before joining Are Media, Abbey held senior audience and marketing roles at Mamamia, The Guardian and the ABC.
Abbey said trusted content remained important for Australian women seeking information and advice.
“Australian women continue to seek out credible sources to inform, inspire and validate the decisions they make, from the products they purchase to the lives they aspire to lead,” Abbey said.
Eagle said the restructure was designed to align marketing more closely with content teams as the company pursues growth across its brands.
“I would like to thank Carly for her contribution over the past two and a half years and wish her well for the future,” Eagle said.
Abbey's appointment takes effect immediately.
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