Domain hires Fairfax Life Media’s Melina Cruickshank for new content role

melina cruickshankFairfax Media has moved its group director for the Life Media brands Melina Cruickshank to take on the role of group director, content and audiences for its property portal Domain.

In a reshuffle John Hine has joined the Domain group as director of communications, having previously held a similar role at Victorian property and business listings group Metro Media Publishing, which is 50 per cent owned by Fairfax.

In the new role  Cruickshank, who spent three years as product director for Domain between 2005 and 2008, will be charged with all editorial and third party creation efforts, consumer marketing and market commentary.

The moves come amid continuing speculation Fairfax will float the real estate site as a separate entity on the stock market.

Life Media’s managing editor Sue Bennett is stepping up to replace Cruickshank, it is understood.

Both roles report into Domain CEO Anthony Catalano, who said in a statement: “We continue to change the way we attract and engage audiences and our real estate clients and these two appointments are a major part of that change.

“The changes we have announced today form a critical next step for the Domain Group in the way we communicate with clients, consumers and investors as we continue to grow the business, and they elevate the importance of trade marketing within the business.”

Cruickshank has overseen an overhaul of the Life Media division since moving to the role from the position of general manager of digital step-outs in 2013, including the closure of the Sydney and Melbourne Magazines.

Catalano added: “Melina and her team launched several successful audience verticals across the lifestyle publishing division that drove new revenue streams. Her current division, Life Media, has some of the fastest growing sites in Australia including Daily Life, Traveller, Essential Baby and Good Food.”

In August Domain moved its creative account to The Works, and last month launched a new campaign.


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