Women.com, the online network of sites aimed at women, is aiming to boost its brand, with Thursday’s hiring of Annie Ellicott, who handled the Dockers brand at Levi Strauss & Co., to the job of vice president, brand marketing.
The move comes just as competitor Oxygen Media launches the second part of its multi-media convergence strategy — a cable network aimed at women.
In conjunction with the cable start-up, the company introduced five new sites, making it a more impressive online competitor to Women.com, even though the Oxygen.com lineup has, so far, been less than groundbreaking. Of course, Women.com also competes with iVillage.com.
Ellicott brings 17 years of brand marketing experience to Women.com. She most recently directed Dockers brand demand planning at Levi Strauss & Co., where she helped launch the brand and expand its retail presence.
Before her stint at Levi’s, Ellicott was director of finance and operations at Walt Disney Company‘s Consumer Products Division, where she managed merchandise licensing for five Disney divisions.
“Annie Ellicott brings to Women.com invaluable consumer brand-building experience,” says Anna Zornosa, senior vice president marketing and strategic partnerships, Women.com.
“Her expertise in building and extending some of the world’s most recognized brands will help us maintain a world-class brand that reflects and resonates with the growing population of women online.”