Key appointments for Allure’s new video play

Liz Ferguson has been appointed managing director of Kin Community Australia, an online lifestyle brand focused on short-form video distributed predominately via social channels.

Liz Ferguson has been appointed managing director of Kin Community Australia

Liz Ferguson has been appointed managing director of Kin Community Australia.

The local version of Kin Community was launched in September through a partnership with digital media company Allure Media, owned by Fairfax Media.

Ms Ferguson has worked in senior roles within the YouTube ecosystem for almost a decade.

She spent the last two years as Australian / New Zealand general manager of Brave Bison, an independent media and social video broadcaster.

She will be joined at Kin Community Australia by influencer marketing specialist Sarah Chegwidden, who has been appointed integrated marketing manager.

Ms Chegwidden was most recently general manger of influencer strategy agency, The Remarkables Group.

Kin Community targets millennial women with content spanning food, home and DIY.

Content is soured via partnerships with content creators such as Ann Rearson, who’s ‘How to Cook That’ channel on YouTube has close to 3 million subscribers.

Kin Community head of international, Rick Matthews, welcomed the two Australian appointments.

“Liz brings a depth of expertise running a multi-platform video network and has successfully developed digital communities around great entertainment content by harnessing the power of social video influencers and shareable content,” he said.

Allure Media chief executive Jason Scott said Ms Ferguson and Ms Chegwidden “make a formidable team and will build on the momentum Kin Community Australia is achieving as it heads into 2017”.

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