The Lad Bible’s former marketing director Mimi Turner will take up the role of senior vice president of strategy at Vice after departing the lad brand earlier this year.
Turner will take up the role with immediate effect, charged with using her experience with younger audiences to expand Vice's UK business across digital, social, television, marketing, data and commercial. She reports into Matt O’Mara, managing director of Vice UK.
Turner, the only woman in Lad Bible's senior management team, helped grow the brand from start-up to one of the most popular brands on social media. Success is best encapsulated by its high profile deals with Amazon, National Geographic and Discovery. Tasked with pushing the brand to more socially-conscious millennials, Turner was pivotal to the group's move away from the ‘lad’ ideal which first defined it.
It is her experience in turning the brand around that Vice sees as an opportunity to grow its assets in the UK, where its linear TV channel Viceland has suffered a slow start and has not been able to reach its target millennial audience en masse.
The move marks a fight back from the youth brand after the Lad Bible poached Vice’s Ian Moore last year to become its content director, a role which has seen him grow the group’s editorial strands and video production across its portfolio of brands.
O’Mara commented: “With her sophisticated understanding of what makes young audiences tick, we’re thrilled to welcome Mimi to Vice. She brings a breadth of experience and relationships across digital and traditional media - as well as commercial, retail and television – which will be a huge asset to us during this period of accelerated growth.”
Mimi Turner added: “Vicehas earned the trust of a new generation of media consumers with its unparalleled commitment to storytelling and news. At a time when its independent and fearless global voice is more necessary than ever, I couldn’t be more proud to join such an incredible business and team.”
Turner has not yet been replaced at Lad Bible.