Independent Australian digital media outlet Cheek Media has announced three new appointments – a partnerships manager and two editorial staff – as it scales up commercially and editorially following widespread redundancies across the domestic media industry.
Georgia Gemell joins as Partnerships Manager, the company’s first commercially focused role. Gemell comes from Samsung Ads, where she served as Agency Lead, and previously held media sales positions at Nine Entertainment, Seven Network, and WIN Television.
She also served as co-chair of the Media Federation of Australia’s NGEN Sydney program in 2024.
“I am delighted to be joining the growing Cheek team in the first commercially-focused role,” said Gemell.
“I’ll be working to shape Cheek’s strategic partnerships offering and ensure the editorial team can continue doing what they do best, whilst supporting revenue growth in the best way I know how!”
A commercial and editorial push
On the editorial side, Varsha Yajman has been appointed Digital Content Producer. Yajman brings a background in law, climate advocacy, and social media, and spent five years at Equity Generation Lawyers prior to joining Cheek.
She has also worked with youth and climate organisations, as well as mental health charities, including The Butterfly Foundation.
“I’m so excited to join this incredible team, especially at a time when we need progressive independent media more than ever,” said Yajman.
Bernadette Clarke joins as Digital Journalist, returning to Australia after two years abroad. Clarke has more than five years of experience across SBS, ABC, and Triple J.
“It’s such a vital time to keep young people not just informed, but engaged with what’s happening across the globe and our own backyard,” said Clarke.
“I really look forward to working towards that goal as a journo with a talented team of young women.”
Yajman and Clarke will report to editor Kalila Welch, who joined Cheek as its second full-time staff member in August last year.
“Despite our small size, Cheek has already achieved so much over the past few years. It is hugely exciting to be a part of a growing team in such a challenging media environment, and I can’t wait to see our content evolve as we enter this next phase,” said Welch.
From two to five
The three hires bring Cheek’s full-time headcount from two to five in two weeks. Founder Hannah Ferguson cited the concentration of Australian media ownership and a wave of recent redundancies in the industry – particularly affecting women – as context for the expansion.
“In an increasingly concentrated landscape, taking an independent media team from two full-time staff to five in just two weeks is a clear signal that Cheek Media is ready to take a big commercial step and that young women are front and centre,” said Ferguson.
Founded in 2021, Cheek Media has grown an audience of nearly 300,000 across Instagram and Substack, covering two Australian federal elections and two federal budgets.
“This is an exciting time for a business that started as a response to legacy media’s failures; we are proving ourselves to be an even bigger challenge in the market,” Ferguson added.
Main image: Bernadette Clarke, Georgia Gemell, and Varsha Yajman