Pedestrian Group appoints Alex Bruce-Smith as head of editorial of PEDESTRIAN.TV

Pedestrian - Alex Bruce-Smith

“I’m thrilled to be returning to the brand”

Pedestrian Group has announced the appointment of Alex Bruce-Smith as head of editorial at PEDESTRIAN.TV.

In the role, Bruce-Smith will lead the team behind the Australian youth publication. She brings more than a decade of experience in digital media to the role, including two years as PEDESTRIAN.TV’s deputy editor.

Most recently, she was heading up the digital teams of ELLE and Marie Claire Australia as the digital managing editor. 

Bruce-Smith said of her appointment: “Nobody speaks to young Australians like Pedestrian — and I can say that from experience. I’m thrilled to be returning to the brand, transforming how it speaks to (and more importantly, with) Gen Z in the ever-shifting digital media landscape.”

Sarah Michael, publisher of Pedestrian Group, welcomed the appointment. She said: “Alex has the unique set of skills and experience we are looking for to take PEDESTRIAN.TV to the next level, and to evolve the brand as the media consumption habits of Gen Z continue to shift.

“Her strong digital newsroom experience, knack for a spicy headline, and strategic thinking make her the perfect person for the gig and I’m thrilled for her to return to the team in this role.”

Bruce-Smith will be responsible for the next exciting evolution of the editorial and audience growth strategy of the award-winning PEDESTRIAN.TV.

Bruce-Smith will commence her role as head of editorial at PEDESTRIAN.TV in early November 2023.

This comes after Pedestrian Group has welcomed the appointment of Frank Masterson to lead the company’s direct and independent sales team in Sydney.

In the role, he will be tasked with further driving revenue via client partnerships in Sydney for the youth-focused publishing group, as well as driving direct new business relationships nationally.

Masterson is a well-respected operator in the industry – having held senior positions locally in tech and publishing at Pinterest and Buzzfeed.

Read more: Pedestrian Group welcomes Frank Masterson as head of partnerships, direct and independent agencies NSW

Top image: Alex Bruce-Smith

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