Pedestrian Group publisher Vanessa Lawrence leaves for CCO role at Linkby in New York

Pedestrian Group

• Lawrence begins her new role in New York on October 17

Pedestrian Group publisher Vanessa Lawrence has been named chief content officer of Linkby, as the adtech platform continues its expansion across the US, UK, Australia and Singapore.

The newly created executive leadership role – for which Lawrence will relocate to New York later in the year – will be responsible for all publisher-focused outcomes, including engagement, revenue, product usage and performance, and community-building across Linkby’s global publishing network (The Daily Mail, Refinery29, VICE, Buzzfeed, Marie Claire and Dotdash Meredith are among Linkby’s partners).

Lawrence has spent a total of six years at Pedestrian Group, where she currently leads a team of 45 across editorial, native and e-commerce for PEDESTRIAN.TV, VICE, Refinery29, Kotaku, Lifehacker, Gizmodo and the soon-to-launch Web3-focused publication The Chainsaw.

In her new role at Linkby, she’ll report directly to Linkby’s CEO and co-founder, Chris Wirasinha, who co-founded Pedestrian (which is now wholly owned by Nine) with his former business partner Oscar Martin in 2005.

Wirasinha said of Lawrence’s appointment: “Vanessa is the single most impressive mind I’ve come across in the Australian publishing landscape and, after two stints working together at Pedestrian over the years, I can’t wait to watch Vanessa apply her unique mix of editorial insight and commercial acumen to driving Linkby’s growth on a global scale.”

Lawrence added: “While I’m going to miss Pedestrian Group terribly, I’m excited to once again work closely with Chris – and the wider Linkby team – to foster relationships between premium brands and some of the world’s biggest digital publishers in a way that benefits their audiences as much as the bottom line. I can’t wait to get stuck in.”

In a message to Pedestrian Group employees on Wednesday, CEO Matt Rowley congratulated Lawrence on her new appointment at Linkby and thanked her for her six years with the Group.

“Ness has put so much of herself into this place that it can be a little hard to compute at first the idea of her not being here.

“However, thanks to her remarkable talent, dedication and leadership, she leaves Pedestrian Group in the strongest of positions. I have no doubt the teams and brands she’s worked with here will continue to grow, find new challenges and deliver incredible things – just as Ness will in her next chapter,” he added.

Rowley noted that Lawrence’s last day at Pedestrian Group will in mid-September. 

Linkby recently raised a $5m seed round to help scale its software platform, which helps connect D2C brands like Koala, Bed Threads, Modibodi and Brosa with digital publishers across the US, UK, Australia and Singapore. It also appointed respected finance director Seymour Cohen (ex-Drive, Singapore Press Holdings & ACP) to the role of chief financial officer in May.

Lawrence starts her new role at Linkby on October 17.

See also: Pedestrian Group promotes James McManus to executive creative director
See also: Pedestrian Group announces appointment of new Vice ANZ team

Top image: Vanessa Lawrence

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