Iowa-based media conglomerate Meredith is building up executive leadership for its digital content business with two appointments announced today: former chief business and data officer Alysia Borsa is now president of Meredith Digital, and Amanda Dameron has been hired for the newly created role of chief digital content officer.
The moves come on the tails of another big leadership announcement last week, which elevated Catherine Levene from Meredith Digital president to National Media Group president. Borsa, who reports directly to Levene, steps into her new role today. Dameron, who will report to Borsa, starts on Jan. 4.
Meredith, which owns an array of lifestyle magazine brands including People, AllRecipes, Southern Living, Better Homes & Gardens and InStyle, claims to reach 95% of U.S. women with its content. Digital advertising contributed to more than 38% of the publisher’s 2020 total fiscal revenue, it said.
Still, the conglomerate hasn’t been unaffected by the economic downturn due to the coronavirus pandemic. Meredith is especially feeling the loss of events and dip in print advertising in the spring. In September, Meredith laid off dozens of employees including 130 from its Local Media Group and 50 more from its National Media Group.
Borsa joined Meredith nearly a decade ago, and has since held roles roles including chief marketing officer and chief data officer. As president of Meredith Digital, she’ll oversee all National Media Group digital strategy, content, products, technology, sales, marketing, e-commerce and operations.
Her “distinguished record and forward-thinking approach” have aided Meredith in achieving many key milestones this year, Levene said in a statement, “including our record-breaking 15% growth in digital advertising in our most recent quarter, the launch of the Meredith Data Studio and the expansion of business partnerships with a wide array of retailers and blue chip marketers.”
Dameron is joining Meredith from Tastemade, where she was most recently head of content at the California-based media company. Prior to her three-year stint at the publication, she was editor in chief and evp at home design magazine Dwell, and began her career as a staff editor at Architectural Digest and Western Interiors and Design.
“Through Meredith’s powerhouse portfolio of exceptional brands and rich history of excellence, we will continue to deliver powerful, authentic storytelling in new and innovative ways, providing education, entertainment and inspiration to millions of passionate, engaged consumers,” Dameron said in a statement.