NBC Universal's iVillage on Tuesday named AOL ad exec Cate Carley as its new Vice President of East Coast Sales. Carley and her team will be expected to drive revenue across the widening iVillage network of sites. Likewise, she will be expected to develop new ad strategies and products to better integrate marketers with readers.
For the past two years, Carley served as regional sales director for AOL, focusing on the the health and pharmaceutical categories.
The NBC Universal-owned iVillage has recently sought to delve deeper in specific content categories. Last September, it launched a new entertainment site focused on celebrity news, movies and television shows for women and their children.
Last October, meanwhile, iVillage relaunched its food site with what it called a "real-life" approach to how women and moms consume, shop and "integrate" food into their lives.
As a result, iVillage has experienced double-digit increases in traffic and new business in the first quartner of the year, according to Joseph Lagani, iVillage SVP of advertising sales.
Last year, iVillage's unique visitors increased nearly 300% between the third and fourth quarters of the year, while click-through rates increased 87%. "Our newly redesigned site is clearly resonating," said Lagani. "We expect to continue that momentum as we roll out the new Family and Beauty & Style vertical sites later this year."
From 2005 through 2008, Carley was Health Category Sales Director for AOL. Previously, she held roles at Time Inc, WPP Group and Grey Healthcare. Along with Carley's experience, Lagani attributed the hire to her "connections in the industry," which he said would help to "forge new advertising partnerships."
Earlier this month, iVillage also partnered with health and nutrition Web site EatingWell.com to share ad sales and marketing opportunities.
Continuing to flesh out its sales and marketing staff, iVillage hired MTV's Kelli Callanan as VP of marketing in February. Callanan reports to Catherine Balsam-Schwaber, SVP of marketing for the company.