Digital-media company Glam Media has hired Erin Matts, former global director-digital connections at Anheuser-Busch InBev, as chief digital marketing officer, a newly created position.
Glam Media, a network of 2,500 small and midsize publishers geared primarily toward women, is widely expected to file for an IPO in the second quarter of this year. Glam focuses on brand advertising and splits revenue down the middle with publisher partners.
Ms. Matts describes her new post as focused on developing relationships with brands and Madison Avenue to communicate Glam's value beyond a distribution platform. She referred to custom-content integrations Glam's sales team can coordinate with site publishers on behalf of clients.
"The success and growth [of Glam] has been driven by strong products," Ms. Matts said. "There's an opportunity for Glam to tell its story, and by telling that story to start to grow and expand in a really meaningful way."
She will ultimately be based out of Glam's office in Brisbane, Calif., and report to President-General Manager, North America Jack Rotolo. Though Ms. Matts role is global, she noted that she'll focus on the U.S. initially. Adding consumer advertising to her duties was a possibility down the road, she said.
Ms. Matts was previously chief digital officer at OMD but left in February 2011 to take her New York-based position at A-B InBev. Listing highlights of her brief time there, she mentioned implementing a digital-leadership program, designed to draw attention to interesting learnings from across A-B InBev's global portfolio of brands, as well as annual digital-leadership awards. She also pointed to in-market training aimed at teaching far-flung digital teams about what had worked in other markets.
"ABI is still a young company as it relates to being a global entity; it's still only a few years old," Ms. Matts said. "For us to come together like that and unite around what's really a global platform, which is digital … there's so much energy around that , and beer is such a social product."
A-B InBev has not announced who will replace Ms. Matts.