Avid Collective appoints two senior leaders to growing team

By Jenni Gilbert | 25 March 2020
Georgia Faure and Batoul Peters

Digital media network Avid Collective has announced the appointment of two new senior leaders.

Georgia Faure, an experienced digital strategist, joins the team as head of digital.

Batoul Peters, who was previously global director of innovation and partnerships at Global Traffic Network and head of strategy and partnerships at Mamamia, is the new client solutions director.

The appointments follow the rapid growth of Avid Collective, which recently rebranded from Where To Media, reflecting the company’s desire to unite its multiple digital brands under the one network.

Avid Collective managing director and co-founder Luke Spano says the appointments demonstrate the company’s commitment to attracting highly skilled leaders and its focus on growth.

“Both Georgia and Batoul bring a depth of experience to our business," he says. "They each have valuable skills in both the digital and commercial aspects of media and will be key to growing our business.

“Georgia has worked across several global clients, in industries from network television, to advertising and marketing agencies, and most recently client side. She’s the perfect fit to head up our digital team.

"Batoul brings with her a wealth of experience as a strategic and creative commercial leader and she is committed to branded storytelling in the digital world, a great fit to lead our client solutions division.

“We acknowledge that the rapidly changing circumstances due to COVID-19 means the industry is operating in a difficult climate.

"However, we believe that expanding our team sets us up well for the increasing amount of time consumers will spend online in the coming months.”

Peters has 15 years’ experience in the media and digital sectors. She has worked with Commercial Radio Australia, Macquarie Media and Seven West Media in strategy roles, before moving to Mamamia where she was head of strategy and partnerships.

From there she joined Global Traffic Network as global director, innovation and partnerships and then general manager of its podcasting and premium content division, Global Story Network.

Faure has forged a career in digital media, focused on social media strategy and building relationships between brands and consumers in the digital space.

She worked with the Nine Network, before moving to Ogilvy Australia as social media manager and holding a similar role at global marketing agency VML (now VMLY&R).

More recently, Faure has worked client side with Lion as a digital brand manager.

Audience-led branded content solution Avid Collective recently announced its rebrand following the significant growth of the business which began as Where To Media.

The Collective network now consists of digital brands that focus on local experiences, travel, home inspiration, shopping, sustainability, wellness and pop culture.

The new media brands include Add To Cart Australia, For The Home Australia, Where To Travel, Thriving Planet AU, Best Life Australia and  Culture Feed AU.

Avid Collective currently works with some of Australia’s biggest brands across a variety of industries, including retail giant eBay, Pernod Ricard-owned alcohol brand Kahlua and iconic Australian tourist attraction site BridgeClimb.

Further appointments to the company’s digital and commercial teams are to be announced in coming weeks. 

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