Northstar Travel Group Poaches SourceMedia’s Matt Yorke
Less than two years after joining SourceMedia, Yorke takes on the role of chief digital officer at Northstar and succeeds digital EVP Tom Cintorino, who is leaving the company.
SourceMedia CMO Matt Yorke—who just six months ago saw his role expanded to encompass all media sales at the New York-based trade publisher—is now leaving the company after less than two years to join Northstar Travel Group, where he will assume the role of chief digital officer.
Yorke joins Northstar as Tom Cintorino, executive VP of digital and a nine-year company veteran, is stepping down to launch a digital media consulting business.
“We wish Tom all the best and will be one of his biggest supporters as he builds his own business,” said Northstar chairman and CEO, Tom Kemp, in a statement.
The fourth C-level executive to depart SourceMedia in the past nine months, Yorke joined the company early in 2017 after 15 years at IDG Enterprise—where he rose to CEO in 2013—and two shorter stints at agencies OMD USA and DWA Media. Initially tasked with overseeing a shift within the financial industry publisher’s marketing operation to focus more on its digital products and data-driven services, he was given additional oversight of all media sales for the company, including revenue, product, and marketing, a little over a year later.
At Secaucus, N.J.-based Northstar—which operates about a dozen print and digital media brands and related events, mostly serving the travel and hospitality spaces—Yorke will be responsible for “strategic digital transformation, marketing services, digital product development, custom content solutions, audience development, customer data management, and digital media sales.”
“I have known Matt for several years as one of the most innovative and strategic leaders in the digital transformation of media and information companies,” added Kemp. “We are very pleased that Matt is joining us to continue the market leading growth and digital transformation of Northstar.”