By Sahil Patel
Women’s lifestyle publisher PopSugar has made two key additions to its in-house creative shop. Garrett Albanese has been named vice president of integrated marketing, while Elyssa Starkman has been appointed to the role of senior director of integrated marketing.
PopSugar launched The Bakery, its in-house creative-ad arm, in April to help marketers create original content — across formats including video — for millennial women.
At The Bakery, Albanese will lead development of brand partnerships and oversee PopSugar’s go-to-market strategy. Starkman will assist him in those efforts, as well as focus on expanding PopSugar’s content marketing capabilities.
Both will report to Chris George, VP of product marketing at PopSugar.
Both executives also have experience in creating branded content for female audiences. Albanese comes to PopSugar from J3, an agency unit of Interpublic’s UM. There, he served as SVP and managing partner of digital innovation, and led strategy and investment approach for client Johnson & Johnson’s portfolio of brands. Starkman joins PopSugar from LiquidThread, a content unit of Starcom MediaVest Group. There, she was most recently VP of development and production for the Procter & Gamble business.