Demand Media heads into fashion and beauty


Demand Media, fresh from its IPO, has hired former NBC Universal executive Lisa Kraynak to serve as General Manager, Sr. VP of That’s the new fashion and beauty media property created in a partnership between Demand Media and Tyra Banks’ Bankable Enterprises.

In the new position, Kraynak will be responsible for leading the launch, operation and ongoing development of the new digital platform “to achieve market leadership.” Demand Media already provides content to a broad swath of partners for their digital platforms. It claims to reach more than 100 million monthly visitors.

“Lisa’s unique blend of experience in large scale branded media and digital platforms, coupled with her ability to create and execute innovative programming and marketing will make her a vibrant leader for our newest brand,” said Larry Fitzgibbon, Demand Media’s EVP, Media and Operations. “Lisa has demonstrated her vision and expertise at every turn of her career and we are confident that she will grow our new fashion and beauty brand into a leading destination.”

Kraynak will provide strategic and operational leadership while managing the digital platform’s team as well as collaborating with Tyra Banks and Bankable Enterprises, Inc. “This is an incredibly exciting opportunity to create a dynamic new branded consumer experience through innovative content, social media and the inspiration of a powerful celebrity voice,” said Kraynak.

“The new fashion and beauty capital of the world is now the Internet. With Demand Media and Bankable, we are working to build a destination that enables every woman to create and celebrate her own personal style,” she added.

Kraynak most recently served as Senior Vice President of Digital Media for NBC Universal. Before that she served as Vice President of Marketing at Viacom.