The announcement was made by Todd Haskell, senior vice president and chief revenue officer of Hearst Magazines Digital Media, to whom Kirwan will report.
Kirwan, 41, will be responsible for managing the company’s top accounts, overseeing a team to develop programs that take advantage of Hearst’s reach and audience across key verticals, while leveraging best-in-class content creation and brand integration capabilities. Hearst Magazines Digital Media is comprised of 24 sites, including magazine brand sites Cosmopolitan.com, Esquire.com, Elle.com and GoodHousekeeping.com and pure-play digital brands including RealBeauty.com. The company had its best month ever in October, with 74 million UVs and 716 million total page views (Adobe Site Catalyst), an increase of 19 percent year over year.
“Our biggest clients have multiple brands, initiatives and products and the opportunity to scale across our brands online is enormous,” Haskell said. “Tom’s role mirrors what Hearst has done successfully for many years: organizing our sales and marketing talent in a way that’s seamless and easy for the advertising customer, allowing them to work efficiently and with maximum creativity to unlock potential and deliver results. In this time of growth, Tom’s digital expertise and cross-category knowledge is a tremendous asset to our clients and our brands.”
Since May, Kirwan has been vice president of digital sales for Time Inc. Branded Solutions, focusing on integrated solutions for top clients across print, digital and content platforms. In this role, Kirwan was developing and executing digital sales strategy for the company’s desktop, tablet and mobile sites, as well as overseeing the programmatic sales exchange.
Beginning in March 2011, Kirwan was associate publisher, Style and Entertainment Group and national sales director for PEOPLE Digital. In this role, he directed digital strategy for PEOPLE.com, EW.com, InStyle.com, Essence.com and PeopleenEspanol.com, delivering an 18 percent increase in revenue over the course of his tenure. From 2009 to 2011, Kirwan was national director, digital sales, for EW.com, where he grew revenue 56 percent and achieved the brand’s strongest year to date.
From 2005 to 2008, Kirwan was at The New York Times Media Group, most recently as digital advertising director, entertainment, media and culture. Prior to that, he was advertising director, pharmaceuticals, hospital and consumer healthcare, where led a sales team through platform integration and exceeded both print and digital advertising revenue goals. From 1999 to 2001, Kirwan was a digital account executive for the company, and spent several years in sales at Sanofi-Aventis before returning to The New York Times. He began his sales career at The Weather Channel as an international sales planner.
“Hearst is home to brands that resonate around the world, with content that touches entertainment, fashion, beauty and lifestyle for both men and women,” Kirwan said. “I’m excited to be joining such a talented team of sales professionals and work closely with content and product developers to drive unprecedented results for marketers.”
Kirwan is a graduate of Marist College and received his MBA from Fairleigh Dickinson University. In 2012, he was named Media Industry Newsletter’s Sales Team Leader of the Year, Web and Mobile.
About Hearst Magazines Digital Media
Launched in March 2006, Hearst Magazines Digital Media, a unit of Hearst Magazines (hearst.com), is dedicated to creating and implementing the digital strategy for Hearst’s magazine brands and other sites, which serve the company’s consumer audience. The unit oversees 24 websites for brands such as Cosmopolitan, ELLE, ELLE DECOR, Esquire, Good Housekeeping, Marie Claire, Popular Mechanics, Road & Track and Seventeen, as well as digital-only sites such as Delish.com, a food site in partnership with MSN; and RealBeauty.com. Hearst Magazines has published more than 150 applications and digital editions for iOS and Android platforms. In addition, the company includes iCrossing, a global digital marketing agency.