After announcing back in March that Pedestrian Group had signed a multi-year deal to publish Refinery29 Australia, the newly appointed team is here.
The team of 5 will be led by head of editorial, Zahra Campbell-Avenell, who was previously head of publishing and editorial at Finder. Campbell-Avenell will be responsible for the site’s voice, mission and strategy across all platforms.
“Refinery29 is all about elevating and making space for women’s voices, and there’s no platform in Australia that comes close - therein lies our big opportunity,” said Campbell-Avenell.
“There couldn’t be a more crucial time for Aussie women to both hear and tell their own stories, and I can’t wait to create a home for conversations that reflect important lived experiences on Refinery29 Australia.”
Campbell-Avenell brings more than 12 years experience in content strategy, audience acquisition, and driving editorial teams to the role. She will report to Pedestrian Group publisher, Vanessa Lawrence.
“One of Zahra’s biggest strengths is the fact she hasn’t worked in traditional women’s media; what we're striving to build is something Australia hasn't seen before, so who better to lead it than someone who can identify the white space?” said Lawrence.
“She has an intimate understanding of Refinery29 Australia's opportunity to be a vehicle for fresh perspectives on long overdue cultural conversations, and her wealth of knowledge in SEO and affiliate is just the icing on the cake.”
Also joining the team is former Popsugar Australia managing editor, Kate McGregor who steps into the same role at Refinery29.
Alicia Vrajlal, former HuffPost Australia editor, joins as culture editor.
Pema Bakshi, former Vogue Australia, Vogue Living and GQ Australia digital content editor, is style and living editor.
Maggie Zhou, former Fashion Journal editorial assistant, joins as writer and producer.
Lawrence said recruitment for the roles was “exhaustive” and attracted more than 500 applicants in less than 3 weeks.
Reach out to the team below:
Zahra Campbell-Avenell, head of editorial: zahra.campbell-avenell@pedestriangroup.com.au
Kate McGregor, managing editor: kate.mcgregor@pedestriangroup.com.au
Pema Bakshi, style and lving editor: pema.bakshi@pedestriangroup.com.au
Alicia Vrajlal, culture editor: alicia.vrajlal@pedestriangroup.com.au
Maggie Zhou, writer and producer: maggie.zhou@pedestriangroup.com.au
Refinery29 Australia will officially launch on July 28, 2021.
