Time Inc. Names Five Execs to Brand General Manager
Current senior vice presidents adding group brand strategy to their existing job descriptions.
The role, which was first announced in July, oversees the business-side of brand groups — including brand strategy and financials — and effectively replaces the now-extinct title of publisher. Brand general managers will retain their current executive roles while working between the various departments — editorial, digital, business development, sales, finance, video, and marketing/communications.
"As Time Inc. moves toward more category and audience selling — and with more decision-making happening at the enterprise level — it is important that each brand retain focused leadership," Battista said in the memo.
Patty Hirsch is GM of the sports group, which includes Sports Illustrated, SI Kids, Golf, and FanSided. She is also SVP of digital.
Bruce Gersh is GM of the celebrity/entertainment group, which includes People, Entertainment Weekly, People en Español, and Essence. He is also SVP of strategy and business development.
Regina Buckley is GM of the lifestyle group, which includes Real Simple, Southern Living, Health, Cooking Light, MyRecipes, Coastal Living, and Sunset. She is also SVP of digital business development and business operations.
Edouard Portelette is GM of The Foundry, whose titles include The Drive, Extra Crispy, and Life VR. He is also SVP of The Foundry.
Meredith Long will remain in the position of SVP and GM of news/luxury/style, a position which she took in July. Long oversees Time, Fortune, Money, Time for Kids, InStyle, StyleWatch, xoJane, Food & Wine, Travel + Leisure, and Wallpaper*.
HelloGiggles, Cozi, and Departures will remain under their current leadership.
While focusing on the financial success of multiple brands, brand general managers don’t have any functional leadership at individual titles. However, they can call weekly meetings with the functional leadership in order to achieve brand strategy alignment between the multiple titles. They will also lead brand budget meetings, and regularly meet with the executive leadership team.
“Improving operational execution is critical to our success, and I feel confident that these changes are a necessary and valuable revision of our operating structure given the importance of our brands,” Battista wrote in the memo.
“Needless to say, collaboration and communication among all of the groups within a brand will be paramount to the success of this structure. I know I can count on all of you to make that happen.”