Federated Media Begins Transitional Stage, Names COO
Federated Media Publishing on Tuesday named Deanna Brown as president and chief operating officer.
Brown most recently was president at Scripps Networks Digital, where she helped bring Scripps more fully into the digital space.
"I've known Deanna for over ten years and I have every confidence that she is the perfect partner," said John Battelle, founder and CEO of Federated Media.
The move comes at a time of broader transitions for Federated Media, as Battelle recently announced plans to give up his role as CEO and look outside for a successor.
In January, the Sausalito, Calif.-based company cut staff as part of a strategic shift toward "conversational marketing" at the expense of traditional display ads. Federated -- which runs advertising across a network of 150 sites -- laid off seven of its 90 employees, mainly from its display ad department.
"We are realigning much of our staff to support the marketers and content creators who make these programs sing by expanding our Strategic Programs and Major Accounts teams," Battelle said at the time.
What attracted Brown to FM? "They've always taken their responsibilities toward marketers and their partner sites seriously," she said.
In 1995, Brown co-founded CondeNet, the digital division of publisher CondeNast. She has also held VP and general manager titles at Yahoo and AOL.
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