NewsLifeMedia boss Nicole Sheffield takes on new role with News Corp

News Corp has appointed NewsLifeMedia CEO Nicole Sheffield as the managing director of a new business unit, News Digital Networks Australia.

Sheffield join

Sheffield takes on new role at News Corp after more than four years as NewsLifeMedia CEO

Sheffield’s expanded role will see her take the lead in implementing News Corp’s company-wide commercial digital strategy, News Corp executive chairman Michael Miller said.

Mumbrella understands there is no replacement for Sheffield, with her NewsLifeMedia reporting lines to remain in place as she takes on the new position.

Sheffield will be responsible for identifying high growth digital opportunities, designing appropriate business strategies and then aligning our digital network to achieve success.

Miller said: “We are the largest digital content publisher in Australia with category leading websites, but with the continued rapid evolution of information technology and new ways of meeting consumer needs. News needs to have a senior executive with oversight of our total digital commercial strategy.

“News DNA will offer to the market a single point of contact for our commercial partners to connect with the audience groups they choose with a consistency of service and products and therefore, results.”

“Nicole has had tremendous success with our biggest digital assets in and and I’m delighted to appoint her to this new, key role. Nicole will focus on aligning our digital properties and their content to keep pace with the needs of both our commercial partners and our consumers.”

The appointment follows speculation that change was on the horizon for Sheffield and follows on from the departure of News Corp Australia chief commercial officer Sharb Farjami earlier this month.

Sheffield said: “It is imperative that News is at the forefront of the digital content economy and through strategic thinking and alignment of our digital network we can create an unmatchable suite of products and commercial opportunities.

“In four-and-a-half years with NewsLifeMedia we have driven incredible digital growth and to expand this opportunity across all of News Corp Australia is really exciting.”

Sheffield’s initial focus will be on developing business strategies for our high priority content areas and working with News Corp teams to build an aligned, network focus.

Sheffield joined NewsLifeMedia as CEO in March 2012 after nearly four years as the general manager of Foxtel’s LifeStyle Channels Group.


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