Nelson will oversee a new marketing organization within Vox. It includes the company’s branded content division Vox Creative, digital marketplace Concert, advertising products, revenue streams — such as share deals with platforms like Facebook — and ad partnerships, as well as Vox’s external marketing efforts.
The move is likely an effort to attract more marketers to Vox's digital brands, which include The Verge, SB Nation and Recode. Appointing its own CMO will help the company develop marketing capabilities.
Nelson will be responsible for “driving relevance, authority and aggressive business growth” for Vox and its portfolio, according to a statement.
NBCUniversal and Vox Media launched Concert last year. Nelson told The Wall Street Journal the vision for Concert is to build a premium network for native ads. “We are interested in developing the largest collection of premium digital ad products. If we can sync up with other premium publishers, you can have scale without having to sacrifice trust. That doesn’t exist in the market today.”
In her two years at Vox, Nelson has increased Vox Creative’s revenue six-fold, according to CEO Jim Bankoff, making it “the fastest-growing and most awarded digital media branded content studio in the industry.”
The company has also hired Armando Turco as Vox Creative’s first general manager. He will report to Nelson and focus on identifying mobile video and experiential opportunities and develop new brands in partnership with advertisers.