Chief Brand Officer, Meredith Corporation
Kim Martin is the Chief Brand Officer of Meredith Corporation, where she serves as a brand champion across all Meredith National Media Group brands. Martin provides vision, leadership, direction and strategic oversight, and ensures that the message and mission of Meredith’s brands are brought to life to the consumer and advertising community, as well as among Meredith employees.
Martin is responsible for Meredith’s brand marketing activities, which include direct oversight of corporate marketing and research activities, as well as growing and expanding Meredith’s video business and directing video strategy, development and production.
Martin joined Meredith in 2015 as Chief Strategy Officer, and worked closely with Meredith’s senior management team on developing corporate and business unit strategies—with a strong focus on Meredith’s millennial strategy across the Company’s multiple media platforms, an area she continues to oversee.
Since April 2015, she has developed a strong and robust millennial growth strategy for Meredith Corporation to increase the total number of young women engaging and connecting with key Meredith brands. Currently, Meredith reaches 26 million Millennial women (approximately three out of four) across its digital, broadcast and magazine media networks, an increase of 17% over the past year. In October 2015, Martin began to oversee the Meredith Video Group and its respective brand portfolio.
Under Martin’s direction, each of Meredith’s titles developed millennial growth goals for their own print and digital properties. She also strategizes with content leaders across the company on ways to execute more “millennial-friendly” programs to better serve the younger consumer demographic.
As storytellers and content producers, her team creates entertaining and compelling video series that brings Meredith brands to life. Specializing in organic branded content, the Meredith Video Production department is uniquely qualified to collaborate and strategize with clients to create fresh, high-impact content with award-winning talent and campaigns that are built to reach viewers on all platforms and screens, big or small.
Martin also develops and executes video strategy for Meredith Corporation focusing on increasing the scale of video content substantially while evolving the production style—more similar to what Millennials are watching on YouTube and in their social media feeds. This new strategy includes content creation targeted specifically towards brand’s social channels.
Martin has also began partnerships with millennial talent and content creators resulting in new and innovative brand campaigns across the Meredith portfolio. These unique programs are built to reach viewers on all platforms and screens, big or small. Under her leadership, the team offer seamless execution from ideation through production and distribution to encourage true consumer engagement and brand loyalty. It allows them to marry brands with their video expertise to develop compelling, network-quality content.
Additionally, she launched “The M Word,” a newsletter designed to provide on-going research and information about Millennials to the company leaders. It offers a unique perspective and viewpoint to both marketers and advertisers to better understand the Millennial women’s marketplace.
Most recently, Martin served as President and General Manager of WE tv for 9 years. In this role, she oversaw all aspects of the network, including marketing, programming, production, scheduling, digital media and new business opportunities. She was responsible for evolving the network brand to attract young, professional contemporary women. Under her leadership, WE tv shifted the programming strategy, expanded its digital footprint, updated the network image and attracted celebrity talent, which all contributed to substantially increasing revenue from both affiliates and advertisers.
Martin holds a Master of Business Administration degree from Georgia State University and a Bachelor of Science degree in Political Science from Georgia College and State University.
In addition, she has served on the Women in Cable and Telecommunications’ (WICT) national Board of Directors as Treasurer. She is a graduate of WICT’s Betsy Magness Leadership Institute and Senior Executive Summit at Stanford University, and has served as a WICT executive mentor.
Martin has also served on the national Board of the Cable & Telecommunications Association for Marketing.