SheKnows, a women’s lifestyle, beauty and parenting network, made two key executive appointments, hiring Lea Ann Leming as chief content officer and Franklin Vincent as chief financial officer.

Leming most recently headed up content strategy at ABC News’ digital and mobile platforms, including and Vincent comes from Signia Ventures, where he was CFO.

Leming, who officially starts today, tells Folio: that she’ll be focusing on unifying the SheKnows brands across digital and mobile, as well as ramping up video content production.

"I’ll be working with the team across the board to look at the sites and figure out what we’re doing well and what needs improvement," she says. "One of those areas is making things seamless across platforms—digital and mobile—and working to produce more video content."

Another big component will be a focus on community development. SheKnows launched its "Experts Among Us" program last fall, an influencer platform that features content contributed by bloggers and other experts in the fashion, beauty and parenting verticals, among others. Leming wants to expand on that concept, bringing in more voices and user contributed content.

SheKnows is also planning a b-to-b division that will develop and offer market research to brand marketers on its audience of 37 million monthly uniques. "We want to be a thought leader in the women’s space and have brands and marketers look to us to better understand the female buyer," says Leming.

SheKnows used to be part of the Evolve Media network and was acquired by private equity firm Great Hill Partners in late 2012. CEO Philippe Guelton joined in early 2013.


Social Media Marketing for Small and Mid-Sized Brands
Check out this related session at The Folio: Show, November 1-2 in NYC!

Attracting audience to your events, Webinars, awards programs and other initiatives is vital—it’s a major responsibility for you as a…