NYTCO Names Rubin, SVP, Brand Head To Lead Strategy

The New York Times Company announced today the hire of David Rubin as senior vice president and head of brand. He most recently served as head of global brand marketing at Pinterest.

Rubin joined NYTCO on April 25 and is responsible for leading enterprise-wide brand strategy, development and execution. He reports to chief revenue officer, Meredith Kopit Levien.

“How we lead and tell the story of our brand in a digital era matters more than ever,” Kopit Levien stated. “The New York Times brand is a mighty, meaningful and sometimes-overlooked asset that will play a huge role in our success."

Prior to Pinterest, Rubin was the marketing vice president of Unilever’s US hair care brands, including Dove, Suave, Tresemmé, Nexxus, Axe and Just for Me. Before hair care, Rubin led the launch of Axe bodyspray into North America in 2002.

As Publishers Daily previously reported, NYTCO is said to be considering downsizing or closing its Paris office, possibly moving many positions to London. Closing the Paris office would consolidate the NYT’s overseas operations in order to strengthen their branding.

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NYTCO rebranded the 126-year-old International Herald Tribune as the International New York Times in 2013, hoping to make its connection to the U.S. flagship more obvious and boost readership.

Last week, NYTCO announced that it was investing $50 million in a new overseas news initiative, which will bring The New York Times content to new markets with local editions in major languages.

Commenting on Rubin's appointment, Kopit Levien added that “building The Times’ consumer brand reputation for the next generation has become even more important.”

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