Iowa-based media conglomerate Meredith is building the executive board of its digital content business with two appointments announced today: Former CEO and data officer Alysia Borsa is now president of Meredith Digital, and Amanda Dameron has been hired to take on the newly created role of CEO for digital content.
The moves follow another big leadership announcement last week that Meredith Digital’s President Catherine Levene named President of the National Media Group. Borsa, who reports directly to Levene, takes on her new role today. Dameron, who will report to Borsa, begins January 4th.
Meredith, who owns a number of lifestyle magazine brands including People, AllRecipes, Southern Living, Better Homes & Gardens, and InStyle, claims her content reaches 95% of US women. Digital advertising contributed to more than 38% of the publisher’s total tax revenue for 2020.
Nevertheless, the conglomerate has not remained untouched by the economic downturn caused by the coronavirus pandemic. Meredith is particularly feeling the loss of events and the fall in print advertising in the spring. In September, Meredith laid off dozens of employees, including 130 employees from the Local Media Group and 50 other employees from the National Media Group.
Borsa joined Meredith almost a decade ago and has since served as Chief Marketing Officer and Chief Data Officer. As President of Meredith Digital, she will oversee all digital strategy, content, products, technology, sales, marketing, e-commerce and operations of the National Media Group.
Their “excellent record and forward-thinking approach” has helped Meredith achieve many key milestones this year, Levene said in a statement, “including our record-breaking 15% growth in digital advertising in our last quarter, the launch of the Meredith Data Studio and developing business partnerships with a wide variety of retailers and blue chip marketers. “
Dameron joins Meredith from Tastemade, where she most recently was Head of Content at the California-based media company. Prior to her three years at the publication, she was editor-in-chief and EVP of home design magazine Dwell and began her career as an editor at Architectural Digest and Western Interiors and Design.
“Through Meredith’s powerful portfolio of exceptional brands and a rich history of excellence, we will continue to deliver powerful, authentic storytelling in new and innovative ways, and provide education, entertainment and inspiration to millions of passionate, engaged consumers,” Dameron said in a statement.