Pedestrian.TV appoints The Collective’s Natalie Dean-Weymark as advertising and partnerships director

Youth-focused publisher Pedestrian.TV has appointed The Collective’s Natalie Dean-Weymark as advertising and partnerships director as the publisher primes itself for the launch of its Luxe vertical.

Dean-Weymark joins from The Collective where she was head of partnerships for the past year.

Her appointment comes alongside that of Melissa Mason who joins Pedestrian as senior style editor focused on Luxe.

Mason was the editor of News Corp’s Primped and has also worked at MTV and Girlfriend magazine.

Pedestrian.TV co-founder Chris Wirasinha said: “We’re excited to welcome Natalie and Melissa to help us launch our Pedestrian LUXE platform. Pedestrian is committed to giving premium brands a high-reaching digital platform to advertise and connect with an affluent audience. Our soft-launch for LUXE has already delivered incredibly positive numbers around diverse topics such as fashion accessories that appreciate in value, slick business cards to tell everyone ‘you’ve made it’ and a road-test of high-end cult beauty items.”

The new roles are part of a growth strategy across all parts of the Pedestrian business which the company says will see its staff grow to over 70 full-time positions through the year.

The appointments follow on from the publisher announcing at the end of last year that it was set to dive into five new areas, including the luxury space.


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