NewsLifeMedia CEO Nicole Sheffield today announced that Melissa Overman has been appointed executive editor of the company’s female driven content network of digital brands consisting of parenting website Kidspot.com.au; leading health and wellbeing brand Bodyandsoul.com.au; and the go-to online destination for beauty Primped.com.au.
Highly experienced in digital media Overman steps into this newly created role from news.com.au where she was group features editor for three years, steering the feature verticals of the brand in an environment of continual change to ensure news.com.au achieved and maintained its leading position.
In her new role starting on Monday 18 April, Overman will lead the content strategy of NewsLifeMedia’s mass market female portfolio, maintaining and growing their market position with Australian women, while ensuring the network has a strong voice that builds meaningful and deep connections with women. The editorial teams of each of the brands will report to Overman.
Sheffield said: “Melissa is an incredibly talented editor with a thorough understanding of digital news who was instrumental in driving news.com.au to number one. Melissa is an inspiring and creative leader with a passion for all things lifestyle and celebrity. She also understands how analytics feed into content planning and creation which will be the key to success going forward.
“Our women’s portfolio is in a great place, all are market leaders in their categories. Aligning the editorial of our mass female digital properties under Melissa as executive editor better organises the business.
“We have exciting plans to expand the network and intend to launch a younger skewing female news offering by the end of the year. I’m confident that with Melissa powering NewsLifeMedia’s female focused content strategy, our strong network of brands will be a powerhouse content platform that engages and connects with Australian women at all life stages and passions, providing consumers with innovative and unique content.”
Overman said: “Delivering great content to women has always been my passion and I couldn’t think of a better way to do that today than through the hugely successful digital brands at NewsLifeMedia. No other female network has the trust of women like NewsLifeMedia and I’m thrilled to be able to harness this engagement and deliver exciting new experiences to such a rapidly growing audience.”
Overman began her career in women’s magazines before transitioning early into the digital world helping to grow various online female destinations. She oversaw the content creation for lifestyle.com.au at Foxtel and most recently the features content for Australia’s leading news site, news.com.au. She has been a journalist for over 15 years and last year became a mum.
Please login with linkedin to commentmelissa overman
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]