Tumblr taps Simonian as head of marketing partnerships

Effective immediately, Yahoo-owned Tumblr has appointed Tatiana Simonian as head of marketing partnerships. She will be based in Los Angeles and lead the Tumblr team responsible for developing partnerships and integrations with entertainment and media brands. She will report to Tumblr CMO Stephanie Dolgins.

Prior to her role at Tumblr, Simonian was VP of branded music for Nielsen Entertainment and, earlier, inaugural head of Twitter Music. She has additionally held roles at Disney and Hot Topic, where she created multi-platform activations for music film and product initiatives.

According to Statista, Tumblr has 291.7m blog accounts as of April 2016, up from 227.1 in the previous year. Earlier this month, ZDNet reported the company had a security breach though it was noted at the time that “analysis gives us no reason to believe that this information was used to access Tumblr accounts.”

It has been speculated that parent company Yahoo is the focus of a takeover bid and has had challenges with revenue. It also was forced to sunset online magazines, a signature project started by CEO Marissa Mayer. However, the company has continued its push to innovate with new live streaming deals and a foray into eSports.

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