Conde Nast Renames, Refocuses Digital Strategy, Initiatives Team To Co/Lab

Condé Nast is renaming and refocusing its Digital Strategies and Initiatives team. As Co/Lab, the team will focus on “building” rather than “fixing” Conde Nast’s digital strategy, according to a staff memo from chief digital officer, Fred Santarpia.

“Our new identity better reflects this team’s digital expertise, our optimism in our future, and our collaborative spirit, one that fosters creativity and connectivity among our brands, and enables transformative experiences for our consumers and business partners,” Santarpia wrote.

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The Co/Lab team is responsible for building and executing strategy across Condé Nast’s digital, mobile and emerging platforms. Their goal is to expand the reach of the company’s brands and strengthen its marketing offerings and its relationship with consumers across devices.

The team works across 10 categories — including business development, monetization, data, technology, product, design, audience development, digital assets, content and strategy — to support the publisher’s brands.

In the statement, Santarpia wrote: “Moving forward, I’m challenging our team to exercise different muscles as we go from ‘fixing’ to ‘building.’ Our foundation is now rock solid and it’s time to point to our future. We have never been better positioned for digital growth.”

Santarpia wrote that this marks the end of ” the first phase of our digital transformation.”

The Co/Lab team was focused on the growth of Condé Nast’s digital operations, and in the last two years the company claims it has experienced a 76% increase in audience, a 56% increase in digital revenue, and a 132% increase in engagement.

At this time last year , Condé Nast expanded this team with two hires and a promotion.

Brooke Ellis was appointed executive director of digital design and UX to oversee all digital product design for the company. Stephanie Fried was named SVP of research and analytics and Matthew Starker was promoted to general manager of digital strategy and initiatives to be responsible for business development, corporate acquisitions, profit across Condé Nast’s digital products and revenue growth from social-media platforms.

Last March, Glamour executive digital director Anne Sachs joined the team as executive director of social content and strategy.

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