Urban List has appointed Jacqui La’Brooy as its new CEO, promoting from within as the lifestyle publisher sets up for its next stage of expansion across the Asia-Pacific.
The move comes after months of work on technology, product and cultural leadership designed to sharpen its competitive edge.
La’Brooy replaces former CEO Ben Naparstek who spent just over a year in the role. On his exit, Urban List founder Susannah George said: “Ben made a valuable contribution during his time as CEO, particularly in helping us navigate the early phases of our new strategy, and investment in technology and products to fuel our future. He has now moved on to new opportunities and we continue to have a strong relationship.
“Jacqui’s appointment builds on the strong foundation we’ve put in place and signals our intent to accelerate the momentum we’ve been building. We’re now focused on the opportunities ahead: scaling new products, expanding into new markets, and deepening brand impact.”
Elevation from within
La’Brooy has been part of Urban List’s leadership team for five years, driving its commercial growth and helping the brand pick up awards including Media Brand of the Year (2021, 2023) and Commercial Team of the Year (2023).
Her promotion signals the company’s intent to push ahead with new products, market expansion and investment in people and culture.
“Urban List enters this chapter with real momentum – systems, partnerships and stories that deliver both cultural credibility and commercial outcomes for our clients,” La’Brooy said.
“Our intent is clear: we are an independent media brand on the incline, investing in growth across people, technology and innovation, delivering partners the cultural relevance and results they can’t find elsewhere. Urban List has always had an extraordinary ability to move audiences to act, not just scroll, and it’s time to scale that superpower and drive true brand value.”
Strengthening editorial, product and commercial teams
The appointment comes with a round of new hires and promotions across the business. Scott Henderson (ex-Men’s Health) has joined as Head of Content – APAC, while Emma Bishop moves up to Head of Content – Features & Lifestyle. Elizabeth McDonald joins as Commissioning Producer to expand the lifestyle slate, and Jessica Best becomes Sydney Editor.
On the product side, Daniel LaForest has been appointed Product Manager – Platform & Innovation, tasked with rebuilding Urban List’s platform and personalisation engine. In commercial operations, Hamish Taylor and Andi Baulderstone move into new strategy roles, while Sally Herbert has been promoted to Head of Commercial Operations.
Founder remains engaged
Founder Susannah George will remain active in the business, providing strategic guidance to La’Brooy and her leadership team.
“Jacqui has a rare combination of commercial firepower and creative instinct, and has consistently shown up with a relentless belief in the potential of Urban List,” George said.
“She understands the DNA of this brand and deeply values the crew who make it what it is. She brings people with her, driving their growth and ours, side by side. She’s set the pace for the new era of Urban List and our team is behind her, confidently backing in her ability to drive this next phase of influence and impact.”
Expanding footprint
With an audience of more than 3 million across Australia, New Zealand and Singapore, Urban List is positioning itself as a key independent player in lifestyle media.
Backed by La’Brooy’s appointment and a pipeline of new initiatives, the brand is looking to deepen cultural influence and scale commercial opportunities across the region.
Image: Jacqui La’Brooy (Photo credit: James Adams)