beautyheaven and BEAUTYDIRECTORY are delighted to welcome Amber Robinson to the role of general manager. Having held previous positions at Fairfax, ninemsn and Digivizer, Robinson brings a wealth of digital experience as she takes over at the helm.
Prior to her start date on Monday, January 15, BD chatted with Robinson to find out a little more about what she's most looking forward to and her plans for the coming year.
Please can you tell us a bit about your background?
I've been working in digital for more than 17 years now, both agency side and at publishers including Fairfax and ninemsn. At Fairfax I was the Head of the Essential Parenting Network which included Essential Baby, Essential Kids and Find a Babysitter. Like beautyheaven, it was driven by a very active and passionate social community.
Most recently I've been working on global content programs at social media and analytics agency Digivizer. It was great to be back in an agency environment, broadening my understanding of data-driven social marketing which is so important for digital business these days.
What attracted you to the role?
BEAUTYDIRECTORY and beautyheaven are just great businesses with highly engaged audiences of beauty addicts and insiders. They were early online pioneers and it's a proven model. The beauty industry isn't going anywhere soon – it's worth $3.7 billion locally and growing. Being able to influence in that space is really exciting.
What will the role entail?
My role is to set the vision of the overall business strategy and positioning in the market and look for new opportunities to expand.
Now that beautyheaven group is integrated within Bauer there is a lot of opportunity for even greater collaboration with Bauer's other women's lifestyle titles, plus building on our Trial Team offering which is gaining traction as a sampling platform.
On BEAUTYDIRECTORY I'll be looking at what else we can do to connect brands with key decision makers and provide meaningful, actionable data and insights.
What are you most excited about getting stuck into?
I'm really excited to get to know the team - they are so passionate and driven about the work they do. There are also some natural business extensions I'd really like to explore, which are all about getting beauty products in the hands of more people for review and repeat purchase.
