Tumblr Names Dolgins First CMO

Tumblr has found its first CMO in Stephanie Dolgins, the Yahoo unit announced on Monday.

The well-connected media veteran most recently ran her own digital marketing consultancy, which she launched in 2013. During its brief existence, clients ranged from CNN to female fashion upstart Refinery29.

Effective immediately, Dolgins will oversee brand and consumer marketing for Tumblr, along with communications, media partnerships, and content and community development.

Previously, Dolgins served as CMO and head of programming for digital out-of-home network Outcast Media and head of marketing for Gilt Group’s Jetsetter division.

Since dropping about $1 billion on Tumblr in 2013, Yahoo has made a number of efforts to expand the social network’s appeal among mainstream audiences, creatives and marketers.

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Tumblr recently launched a Creatrs Network to connect artists with brands. During a test phase, the initiative resulted in successful collaborations between artists and brands like Axe, Gap and Olay.

Tumblr also recently announced support for long-form content and mobile messaging. While pictures and video are driving social media trends at the moment, there is still demand for blog-like platforms that spotlight the written word.

Last year, meanwhile, Yahoo announced the launch of a new content marketing solution built specifically for the social network.

By its own count, Tumblr currently claims an audience of roughly 460 million unique visitors.

Yahoo recently said it expected Tumblr to take in more than $100 million in ad revenue -- and achieve positive EBITDA -- in 2015. Coming from CEO Marissa Mayer during Yahoo's quarterly earnings call, the disclosure offered a rare glimpse of Tumblr’s financial health.

Breaking down Tumblr’s ad business, Mayer said 150 brands now have a presence on the social platform.

Earlier in her career, Dolgins did a stint as senior vice president and GM of AOL’s Women’s, Lifestyle and Multicultural Programming. Before that,  she spearheaded online marketing efforts at Disney’s digital division. 

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