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Kin Community Australia appoints new MD and integrated marketing manager

Abigail Dawson for Mumbrella,

Kin Community Australia has made two new appointments to the network, naming Brave Bison’s Liz Ferguson as managing director and The Remarkables’ Sarah Chegwidden as integrated marketing manager.

Ferguson joins Kin Community from independent media and social video broadcasting company Brave Bison

Ferguson joins the women’s lifestyle publisher Kin Community after two-and-a-half years as general manager, Australia and New Zealand at Brave Bison, an independent media and social video broadcasting company.

Ferguson has also worked with Youtube which included the establishment of the Asia-Pacific operations for Youtube MCN Base79 in 2012.

Chegwidden joins the publisher after two-and-a-half years with The Remarkables Group, she was general manager, most recently.

Chegwidden: “Kin Community and Allure Media share my passion for influencer and content marketing”

Kin Community was founded in 2007 and aims to inspire young women by delivering short-form video content mainly through social media channels such as Youtube.

The site partnered with Fairfax Media’s digital division Allure Media to launch into the Australian market in July this year.

The Australian network which launched in September saw Allure contribute to a US$13.5m round of funding to become its local media representative, selling the proposition to marketers and agencies across Sydney and Melbourne.

The network focuses on categories including food, home and DIY, aiming to work with brands and creators throughout Australia to create original content targeted at millennial women.

Jason Scott, Allure Media CEO, said: “Liz and Sarah are great hires. They are highly experienced in helping brands to engage with new, larger and engaged online communities.

“Both have strong relationships with brands and proven track records for delivering commercial solutions using digital influencer collaboration.”

Rick Mathews, Kin Community head of international, said: “We’re thrilled to have Liz and Sarah joining Kin Community Australia.

“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.”

Mathews described Chegwidden as “compassionate about brands” with a focus on influencers being a driving force in helping the community grow.

The pair will start their new roles in January 2017.