President and CEO, Fairchild Fashion Media
Since taking on the role of president and CEO of Fairchild Fashion Media group in 2010, Gina Sanders has expanded and rebranded all of the properties in the companyâs stable.
To gauge the success of Fairchild Fashion Media (FFM), Gina Sanders tracks an untraditional economic indicatorâfun. Sanders states, âIf you are doing well then you are having fun, and if you are having fun, then likely, you are doing well.â Couple this philosophy with Sanders growing the bottom line by 78 percent in her first two years as president and CEO, and one thing becomes abundantly clearâGina Sanders is having fun.
Itâs not merely about good times at FFM however, Sanders is serious in her pursuit to grow the companyâs advertising and user generated revenues. FFM introduced bundled subscriptions that enable customers to access content across a number of platforms. Sanders is also serious about growing the companyâs global footprint. In 2010 FFM acquired Style.com, an award-winning website that caters to the global fashion industry. Additionally, she has lead in rebranding all of the FFM properties with hope to reach new audiences around the world.
Sanders oversees both the editorial and publishing aspects of FFMâs brands. She pledges that content is elemental in what FFM produces, and must be generated âwith the user in mind.â In 2011 Style.com expanded to provide a Web-to-print magazine offering a first look at seasonal fashion collections. The publication is untraditional in the sense that it is Web-to-print, but for Sanders, untraditional is part of her approach âI relish discomfort and the unknown, and sometimes rely on counter-intuitiveness.â The print edition of Style.com is expected to expand circulation by 20 percent, and will publish two issues in 2012.
Sanders emphasizes crediting her staff as contributors of her success, and also credits her ability to find the balance between âtactical and strategicâ solutions. She understands that her role at FFM carries a legacy, and embraces it âI love this, Fairchild is where I have always wanted to be.â
VITAL STATS: Since 2010 the companyâs bottom line has increased by 78 percent. Introduced Style.com and Style.com/print, which expects to increase circulation by 20 percent in 2012.
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