Are Media has restructured its marketing function by decentralising these roles into each vertical of Entertainment, Homes & Lifestyle, Luxury and Subscriptions. The move has resulted in the departure of director of marketing Carly Bowra and parts of the in-house creative team.
B&T understands the restructure aims to make support function roles more closely aligned to the general managers of each vertical.
“We can confirm that Are Media is in the process of restructuring parts of its operational functions including marketing and we are in consultation with impacted team members with a view to bringing decision-making closer to our general managers across luxury, homes & lifestyle, entertainment and subscriptions, and enabling greater alignment within their respective areas of expertise, and simplifying how we operate,” an Are Media spokesperson told B&T.
“As a result of these changes, a limited number of roles have been impacted, including the role of Director of Marketing. We would like to thank Carly Bowra for her contribution over the past two and a half years and wish her well for the future.”
Jocelin Abbey, who has led the company’s Homes & Lifestyle portfolio, has been appointed to the newly-created role of director of content and consumer growth. She will oversee content, audience development and growth initiatives across subscriptions, memberships, partnerships, affiliate, video and vodcast.
The appointment is designed to strengthen Are Media’s foundations for future growth, streamline decision-making and better align the company’s capabilities around the evolving needs of consumers and commercial partners.
The newly-created position has been established to accelerate Are Media’s evolution as a digitally-led, multi-platform content business.
“Are Media continues its growth into a content and data-led company. Bringing content, marketing and audience growth together will accelerate that and allow us to connect more deeply with our audiences and create stronger commercial outcomes for partners. Jocelin is exactly the leader for this next phase,” Are Media chief executive Sally Eagle said.
“She combines strategic vision, commercial drive and a deep understanding of what makes our brands resonate to ultimately drive audience growth. This appointment comes at an important moment for Are Media as we build a business designed for the future, one that is agile, audience-led and focused on sustainable growth across multiple platforms.”
During her tenure at Are Media, Abbey has led the continued growth and evolution of the company’s Homes & Lifestyle portfolio, including The Australian Women’s Weekly, Better Homes and Gardens, Australian House & Garden and Home Beautiful. She has been instrumental in expanding Are Media’s vodcast capabilities and developing new consumer revenue opportunities.
Prior to joining Are Media, Abbey held senior audience and marketing leadership roles at Mamamia, The Guardian and the ABC.
“The role of premium, trusted content has never been more important than it is today. Australian women continue to seek out credible sources to inform, inspire and validate the decisions they make, from the products they purchase to the lives they aspire to lead,” she said.
“I’m excited by the opportunity to further evolve how Are Media’s brands show up in the lives of consumers, creating deeper connections through content and experiences that deliver inspiration, entertainment and utility, while driving meaningful growth for the business.”
