Finance website Yahoo Finance has appointed Sarah O’Carroll to the newly created role of editor-in-chief for Australia and New Zealand.

The appointment O’Carroll (pictured above) is part of a relaunch of Yahoo Finance and follows extensive user testing, editorial focus groups and learnings from its sister editions in the US and the UK.

O’Carroll will be responsible for driving a range of new editorial initiatives to expand the site’s content offering, targeting today’s finance consumer at key life stages.

She joins Yahoo Finance from the content strategy consultancy she founded, Power Ink Media. O’Carroll is also the former business editor of news.com.au and was head of content partnerships for publisher Private Media.

Simon Wheeler, director of content at Yahoo7, said: “We’re really excited to be able to announce Sarah as the new editor-in-chief for Yahoo Finance.

“She is a respected business journalist in Australia and will bring creativity, enthusiasm and personality as we bring this global brand to the ANZ audience.

“Her experience across commercial content shows she really understands audiences, but with the integrity and knowledge that defines Yahoo Finance as a brand, and we are committed to making this a leading finance destination across the region.”

Commenting on her new role, O’Carroll said: “Finance has long been pigeon-holed as the preserve of an older, predominantly male audience, but that simply isn’t the case anymore.

“With the rise of crypto-currencies, micro-investing and other tech-focused investment vehicles, finance is accessible and appealing to a younger and broader audience more than ever before.