VIVmag taps head of brand marketing

VIVmag, an all-digital luxury lifestyle magazine for women, announced it has hired Adrienne Wallace as VP of brand marketing, a newly created position.

Wallace said her goal is to build out the magazine's multiplatform publishing approach, with a particular emphasis on mobile. She said her role was created to cater specifically to the iPad content application.

“I don't think I could have started this job before April. [You] always need to market, but with the advent of mobile devices, it's the perfect time to be branding and marketing this title,” she said.

In terms of a change of direction for the magazine, Wallace said her position demonstrates a desire to “have a dialogue, rather than a monologue, because it's digital and that really means interactivity.”

“VIVmag is ‘all digital all the time.' It's really about the devices. In order to engage an affluent woman — or woman we are trying to attract as a reader — we're targeting someone who uses these mobile devices. It's a big part of her lifestyle — the way she stays connected,” said Wallace.

Previously, Wallace was simultaneously CEO of Girls, Inc., a woman's nonprofit and EVP of Fairfield Media Consultancy. Prior to that, she spent six years overseeing strategic partnerships for several Time Inc. titles.