Yahoo expects Tumblr, the social network it bought in 2013 for $990 million, to pull in $100 million in revenue this year. To help it hit the mark, Tumblr may need to raise its profile, which usually means marketing campaigns and media deals -- and someone overseeing those efforts.
Tumblr has found that someone. On Monday the eight-year-old social network named its CMO: Stephanie Dolgins.
"In our search for this role, we looked for someone who could inspire our team, partners and consumers alike. Stephanie has a proven track record in driving marketing and content for new technology and media companies, and she exemplifies Tumblr's core values of creativity and passion. I look forward to her contributions as we continue to build on Tumblr's strong growth," Tumblr President and COO Jeff D'Onofrio said in a statement.
Interestingly, Ms. Dolgins' duties extend beyond marketing. In addition to marketing and communications, she'll handle the company's dealings with other media companies and content development, according to a press release. It's unclear what exactly that means -- a Tumblr spokesman was not immediately able to answer the question -- but Tumblr has recently shown an interest in building up its media business, as Facebook and Twitter have.
Ms. Dolgins will be overseeing Tumblr's media team, which is led by the company's head of media Sima Sistani, according to a Tumblr spokesman. Ms. Sistani will be directly responsible for the company's specific media partnerships, though they will roll up under Ms. Dolgins.
Last year Tumblr struck its first TV ad deal. Its pact with Viacom had the two companies coming up with campaigns for advertisers related to Viacom-owned TV networks like Comedy Central, MTV and Nickelodeon.
And Tumblr was also a key piece to Yahoo's pitch to YouTube creators. Last year Yahoo execs were trying to secure deals with various companies and creators that produce online videos to start distributing their content through Yahoo's sites, including Tumblr. Later in 2014 Tumblr rolled out its own autoplaying video player that indicated the social network wanted people posting and watching more video on its service, a desire shared by Facebook and Twitter.
Tumblr appears to be adopting its parent company's version of the CMO role, in which the marketing boss is also the media boss. Yahoo CMO Kathy Savitt added the portal's media business to her purview in January 2014 and since then has struck several media deals, such as picking up cancelled NBC sitcom "Community" and teaming with Live Nation to broadcast live concerts daily on Yahoo's video site Screen.