Hearst Names Uden VP, Digital Marketing

Esquire.comHearst Magazines on Monday named Klas Uden as its new VP of digital and acquisition marketing.

“Klas is a master at driving revenue for multiplatform brands,” said Liberta Abbondante, senior vice president of consumer marketing at Hearst Magazines.

Uden comes from Dow Jones & Company, where he most recently served as vice president of consumer marketing.

In that role, he developed integrated print and digital marketing programs across the company’s consumer properties, including The Wall Street Journal and WSJ.com; Barron’s magazine and Barrons.com; and SmartMoney and MarketWatch branded newsletters.

At Hearst, Uden’s role spans marketing and acquisition for print and e-edition subscriptions for the publisher’s 20 U.S. brands, including Cosmopolitan.com, Esquire.com, and PopularMechanics.com.

Reporting to Abbondante, Uden will be expected to integrate messages and data across various channels with oversight of direct print and digital marketing, internal and external online marketing and search.

Continuing to invest in its digital strategy, Hearst Corp. recently named agency vet Troy Young to the newly created position of president of Hearst Magazines Digital Media.

Hearst’s digital properties reach 63 million unique visitors, and rack up 643 million page views a month, according to internal data.

Additional Hearst Digital properties include Web sites for Elle, Elle Decor, Good Housekeeping, Marie Claire and Seventeen, as well as digital-only sites, such as Delish.com, a food site in partnership with MSN, MisQuinceMag.com and RealBeauty.com.

Hearst Digital also encompasses more than 150 apps and digital editions for the iOS and Android platforms.

Hearst Corp. includes iCrossing, the digital-marketing firm it acquired in 2010 for a reported $325 million.

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