Ms. Graves, 27, has been with iVillage since its inception in June 1995 where her first project was producing ParentSoup, a community-based content area on the site targeted to women.
Since she joined iVillage, the company has grown from five employees to 135, and now has seven content areas including The Women's Network, AboutWork and ParentsPlace.
During this time, Ms. Graves' responsibilities have expanded from producing content to overseeing online media planning, buying, creative and tracking for iVillage, as well as managing all iVillage ad inventory and analyzing marketing and retention programs.
Last year, Ms. Graves helped to bring iVillage's media development and buying in-house. She also was instrumental in implementing a process to track return on investment for online campaigns.
"By bringing [media] in-house, we were able to have greater control over media dollars and achieve greater efficiencies in terms of cost per visit," she says.
This year, Ms. Graves says she wants to "keep our premiere position as the No. 1 women's site-and extend that lead."
Her goal includes being a top 25 trafficked site on the Web.
She plans to launch more strategic alliances, such as a deal with Warner Bros.' "The Rosie O'Donnell Show," on which iVillage will be not only the charter sponsor but will supply content as well.