Former Nine executive returns to family in CarAdvice driving seat

• Earlier this year he returned to Nine to oversee the sale of its events and entertainment division.

Alex Parsons has been appointed CEO of CarAdvice after Nine’s recent announcement it would merge the brand with Drive.

Parsons previously led Nine’s digital business, as chief digital officer, for a number of years, including the launch of 9Now and rebranding of ninemsn to nine.com.au, plus the creation and implementation of Nine’s data strategy, before he moved on to become CEO of Adcorp.

Earlier this year he returned to Nine to oversee the sale of its events and entertainment division.

“Alex has a strong history at Nine, including leading Nine’s initial acquisition of CarAdvice, and it’s great to welcome him back,” said Greg Barnes, CFO of Nine and chairman of CarAdvice. “He is a proven leader and his experience in the digital, advertising and data space will be the key as we chart the next stage of growth for CarAdvice.”

The appointment sees Nine placing a new strategic focus on the automotive publishing business, which earlier this year merged with the Drive Network.

“I am thrilled to be taking on the role of CEO of CarAdvice and Drive after returning to Nine to oversee the sale of its events and entertainment division,” said Parsons.

“Having led the acquisition of CarAdvice I have a great appreciation for both the category and the opportunity ahead of us. I am looking forward to working with both the CarAdvice team and the wider team Nine to realise its full potential across the automotive vertical.

“Nine’s audience reach and data, combined with the strength of CarAdvice and Drive in the category, has tremendous potential that the team and I will be singularly focused on realising.”

Barnes added: “Alex’s appointment marks the next step in a renewed push by Nine in the automotive category. The opportunity for him and the team is really around how they can capitalise on the assets within the combined group and build on CarAdvice’s current growth trajectory.”

Parsons will commence in the role this week. He replaces Andrew Beecher who stepped down last week after more than five years in the role.

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