Elle Hires Microsoft VP To Be New Branding Guru
When we first heard the news that Elle chose Robin Domeniconi as its new chief brand officer, we immediately had doubts. Domeniconi is currently Mircosoft’s VP of U.S. advertising sales, marketing and publishing. Is it possible, we thought, that someone from a technology background could bring a storied fashion magazine back to life?
But then The New York Observer reported a detail that others seemed to miss — that Domeniconi had previously been a president of both Real Simple and Time Inc.‘s media group — and the decision became a little less scary.
This doesn’t mean Domeniconi’s new job will be a walk in the park. Elle’s ad sales have been slipping since the departure of Domeniconi’s predecessor Carol Smith, who made the leap to direct Conde Nast‘s food group in April.
Smith was known in the industry as a branding machine — remember when Elle sponsored the winner of Project Runway with a multi-spread fashion story? Remember when Olivia Palermo pretended to work there on The City? Remember, um, Stylista, the reality show competition to be an editor at Elle? Carol Smith made all of that happen. It’ll be up to Domeniconi to fill her very big, very stylish shoes.
Domeniconi will also be on the lookout for a new publisher and VP of brand development when she makes her official takeover on July 5. If you think you’ve got an idea for Elle’s next great TV tie-in, feel encouraged to send her your resume.