Nine’s Pedestrian Group has appointed a team for Refinery29 after securing a deal with Vice Media Group to launch the women-focused title in Australia and New Zealand.
The team will be led by head of editorial Zahra Campbell-Avenell, who was previously head of publishing and editorial at comparison website Finder. Campbell-Avenell will be responsible for the site’s voice, mission and strategy across all platforms when it launches on July 28.
“Refinery29 is all about elevating and making space for women’s voices, and there’s no platform in Australia that comes close - therein lies our big opportunity,” Campbell-Avenell says.
“There couldn’t be a more crucial time for Aussie women to both hear and tell their own stories, and I can’t wait to create a home for conversations that reflect important lived experiences on Refinery29 Australia.”
Campbell-Avenell brings more than 12 years’ experience in content strategy, audience acquisition, and driving editorial teams to the role. She will report to Pedestrian Group publisher Vanessa Lawrence.
“One of Zahra’s biggest strengths is the fact she hasn’t worked in traditional women’s media; what we're striving to build is something Australia hasn't seen before, so who better to lead it than someone who can identify the white space?” Lawrence says.
“She has an intimate understanding of Refinery29 Australia's opportunity to be a vehicle for fresh perspectives on long overdue cultural conversations, and her wealth of knowledge in SEO and affiliate is just the icing on the cake.”
Also joining the team is former Popsugar Australia managing editor Kate McGregor who steps into the same role at Refinery29.
Alicia Vrajlal, former HuffPost Australia editor, joins as culture editor.
Pema Bakshi, former Vogue Australia, Vogue Living and GQ Australia digital content editor, is style and living editor.
Maggie Zhou, former Fashion Journal editorial assistant, joins as writer and producer.
“In Zahra, Kate, Alicia, Pema and Maggie, we’ve assembled a dream team of talented women whose strengths not only complement each other in the best possible way but who are truly passionate about delivering on Refinery29’s brand mission to platform underrepresented voices and issues affecting Aussie women+,” Lawrence says.
Refinery29 Australia will hold a 300-person launch event for key agencies, clients and women of influence in Sydney. Commercial launch partners include Uber, Adidas and Stan.
“With this launch, we not only have an incredible opportunity to extend the R29 platform but the privilege of creating content that reflects the varied experiences and intersectionality of Australian women+ today,” says Refinery29 global editor-in-chief Simone Oliver.
“I’m thrilled to see such a powerhouse team come together for R29 Australia.”
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