Are Media has appointed Jocelin Abbey to the newly created role of Director of Content and Consumer Growth, reinforcing the company’s commitment to building a more integrated operating model focused on sustainable audience and revenue growth.

The appointment follows structural changes across the business designed to strengthen Are Media’s foundations for future growth, streamline decision-making and better align the company’s capabilities around the evolving needs of consumers and commercial partners.

Stepping into the position from her current role as General Manager, Homes and Lifestyle, Abbey will oversee content, audience development and growth initiatives across subscriptions, memberships, partnerships, affiliate, video and vodcast. The newly created position has been established to accelerate Are Media’s evolution as a digitally-led, multi-platform content business, ensuring its trusted brands continue to deepen consumer relationships while unlocking new revenue opportunities.

Sally Eagle, Chief Executive Officer of Are Media, said: “Are Media continues its growth into a content and data-led company. Bringing content, marketing and audience growth together will accelerate that and allow us to connect more deeply with our audiences and create stronger commercial outcomes for partners. Jocelin is exactly the leader for this next phase. She combines strategic vision, commercial drive and a deep understanding of what makes our brands resonate to ultimately drive audience growth”.

“This appointment comes at an important moment for Are Media as we build a business designed for the future, one that is agile, audience-led and focused on sustainable growth across multiple platforms.”

During her tenure at Are Media, Abbey has led the continued growth and evolution of the company’s Homes & Lifestyle portfolio, including The Australian Women’s Weekly, Better Homes and Gardens, Australian House & Garden and Home Beautiful. She has also been instrumental in expanding Are Media’s vodcast capabilities and developing new consumer revenue opportunities, including the launch of the My Women’s Weekly membership program.

Prior to joining Are Media, Abbey held senior audience and marketing leadership roles at Mamamia, The Guardian and the ABC.

Jocelin Abbey said: “The role of premium, trusted content has never been more important than it is today. Australian women continue to seek out credible sources to inform, inspire and validate the decisions they make, from the products they purchase to the lives they aspire to lead.”

“I’m excited by the opportunity to further evolve how Are Media’s brands show up in the lives of consumers, creating deeper connections through content and experiences that deliver inspiration, entertainment and utility, while driving meaningful growth for the business.”

As part of the changes, Are Media confirmed a limited restructure had taken place, with marketing functions moving closer to individual content verticals and brands. As a result of these changes, Director of Marketing Carly Bowra will depart the business.

“As we look to drive growth across the business we have made the decision to move marketing to more closely align with our content verticals,” said Eagle. “This will enable individual brands to respond faster, operate with clear ownership and deliver greater impact for both audiences and advertisers. I would like to thank Carly for her contribution over the past two and a half years and wish her well for the future.”

Abbey’s appointment is effective immediately, with the search now underway for her successor as General Manager, Homes and Lifestyle.

For more information, please contact:Luke Robinson – 0417548688 | luke@storydisco.com.au

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