Bauer Media’s former general manager of women’s lifestyle and entertainment, Jayne Ferguson has become a partner of premium content agency Edit’d.

Founded in early 2016 by Karen McCartney (formerly News Corp’s editorial director for lifestyle), the agency works with premium brands providing brand development, original content and design across all communication platforms.

Ferguson’s new role comes after a five-year stint at Bauer, which ended in February.

McCartney said she was delighted that Ferguson was joining Edit’d

“She brings a wealth of strategic and commercial experience having positioned, and managed, some of Australia’s biggest brands.

“She’s highly experienced in the digital and print space, and in implementing strategies for business growth. Together, we offer a really strong balance of the creative and the commercial.”

Commenting on her new role, Ferguson said: “I’m excited to work with Karen at Edit’d. She has established a strong reputation working with brands in the space of interiors, architecture, design and homewares.

“With her editorial background, authorship of books and recent digital experience, we are well-placed to help brands target their audiences with inspiring, world-class content.”