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New York Magazine's publisher names first-ever CMO as part of e-commerce push

New York Media, owner of New York Magazine, has named Jacqueline Cinguina as its first chief marketing officer.

Previously the head of sales marketing for the publisher, Cinguina now takes on the larger task of unifying marketing efforts across New York Media’s brands and building out its e-commerce strategy.

New York Media publishes its flagship New York Magazine, The Cut, Grub Street, Intelligencer, Vulture and The Strategist, its e-commerce site.

Cinguina told The Drum she will work to “connect the dots” among these disparate revenue streams, namely e-commerce and paid subscriptions. Late last year, New York Media put up a paywall across its websites.

The marketer said she plans to integrate The Strategist into the events business of each New York Media publication, and then leverage data from these cross-brand integrations to further engage with subscribers and "develop a premium subscription eventually”.

“It's overarching, that need for consistency,” Cinguina said of the newly-made chief marketer position. “[It helps] how we're representing ourselves both to consumers and to the trade, so that they really understand the full breadth of what we do, and I think that's been underutilized.”

Cinguina will report to chief executive Pam Wasserstein and chief revenue officer and publisher Avi Zimak.

She joined in 2017 with the remit to build out New York Media’s branded-content studio, New York Stories. She said she will continue to build out the brand team in her new role.

New York Media also named Greg Tyree as chief technology officer. He will report to chief product officer Daniel Hallac.

Tyree has spent the last five years in the same role at Business Insider.

“Jackie [Cinguina] has been an essential partner to me and business leaders across the company in her two years here," said Pam Wasserstein. "I’m thrilled to have her as our first CMO, as we continue to diversify revenue and reach consumers in new ways."

She added: "Greg’s depth of experience at both start-ups and legacy-media organizations uniquely positions him to take our technology to the next level.”

Featured by The Drum