As chief strategy officer, Kim Martin works closely with Meredith’s senior management team on developing corporate and business unit strategies – with a strong focus on Meredith’s millennial strategy across the company’s multiple media platforms. In addition, she is responsible for overseeing Meredith’s digital video strategy, including original programming across the enterprise.
Since joining Meredith in April 2015, Martin has developed a broad range of initiatives aimed at serving the two out of three millennial women (nearly 27 million) that engage and connect with Meredith’s print, digital, and video platforms and brands.
These efforts include partnerships for Meredith brands with millennial “video brand personalities;” research and insights on marketing trends in the millennial marketplace; new digital products for Meredith brands that connect with millennial mobile audiences; the establishment of an in-house Meredith millennial insights group; the acquisition of millennial driven brands such as Shape and Martha Stewart Weddings; and, in partnership with editorial teams, the creation of new features, designs, photography and content that deepen their engagement and conversation with millennial audiences.
Under Martin’s direction, each of Meredith’s titles—including Better Homes and Gardens, Parents, SHAPE and Allrecipes—developed millennial growth plans for their print and digital properties. As a result of Martin’s millennial initiatives, Meredith magazine websites have increased the number of millennial UV’s to their sites by over 36 percent in the past year.