Are Media has appointed Jocelin Abbey as Director of Content and Consumer Growth, effective immediately.
The newly created role that will see her oversee content, audience development, subscriptions, memberships, affiliate, video, and vodcast strategy across the business.
Abbey moves into the position from her role as General Manager, Homes and Lifestyle, a post she held while leading the growth of titles including The Australian Women’s Weekly, Better Homes and Gardens, Australian House & Garden, and Home Beautiful.
She also spearheaded Are Media’s vodcast capabilities and the launch of the My Women’s Weekly membership program.
Before joining Are Media, Abbey held senior audience and marketing leadership roles at Mamamia, The Guardian, and the ABC.
Marketing structure shifts
The appointment coincides with a broader restructure at Are Media, in which marketing functions are moving closer to individual content verticals.
Director of Marketing Carly Bowra will depart the business as a result of those changes.
Chief Executive Officer Sally Eagle said the move was designed to sharpen brand-level decision-making.
“As we look to drive growth across the business, we have made the decision to move marketing to more closely align with our content verticals,” said Eagle.
“This will enable individual brands to respond faster, operate with clear ownership and deliver greater impact for both audiences and advertisers. I would like to thank Carly for her contribution over the past two and a half years and wish her well for the future.”
New role, new brief
Eagle said the newly created director position was central to Are Media’s strategy as a digitally-led, multi-platform publisher.
“Are Media continues its growth into a content and data-led company. Bringing content, marketing, and audience growth together will accelerate that, allowing us to connect more deeply with our audiences and create stronger commercial outcomes for partners. 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,” said Eagle.
Abbey said the appointment presented an opportunity to deepen how Are Media’s brands connect with consumers.
“The role of premium, trusted content has never been more important than it is today. 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,” said Abbey.
“I’m excited by the opportunity to further evolve how Are Media’s brands show up in the lives of consumers, creating deeper connections through content and experiences that deliver inspiration, entertainment and utility, while driving meaningful growth for the business,” she said.
A search for Abbey’s successor as General Manager, Homes and Lifestyle is now underway.
Main image: Jocelin Abbey and Sally Eagle