Medine, who has been operating as chief executive officer and editor, has brought on former Racked.com editor in chief Leslie Price as the site’s editorial director. Medine will retain the ceo title and pick up the role of chief creative officer, a job that is bigger picture and less content-focused.
“I was essentially operating as editorial director, but as the business has grown, it didn’t seem viable,” Medine told WWD.
In order to continue the six-year-old site, Medine, now 27, began searching for an editor to grow the site’s content, which ranges from humorous stories, Q&As, service pieces and narrative essays on topics such as fashion, beauty and culture through a female perspective.
“I knew right away,” Medine said, referring to her initial conversation with Price. The pair shared the view that the Internet was already too cluttered, and the goal for Man Repeller is to fold in more in-depth features, reported stories and essays from contributors.
“One of the things we spoke about was that there’s just a lot of coverage out there with wellness and beauty and fashion,” Price said. “What I want to do is take that extra step. Let’s dig into it a little more….The person who’s coming to the site wants quality.”
Price, who is relocating from Miami to New York, starts her new job on Sept. 6. She joins two new hires, Perla Valentin an advertising operations specialist and Matt Little, the company’s first male employee, who will serve as director of business operations. Little recently worked as director of operations at KnowMe Systems and as a business strategy manager at Buzzfeed.
As it looks to future growth, Man Repeller, which attracts 800,000 uniques a month, isn’t focused on chasing clicks to reap advertising dollars, but instead is looking to pump up its native advertising offering and live events business. The bulk of the site’s revenue comes from native, Medine said, noting it achieved that without having one outbound salesperson on staff. Although she wouldn’t provide sales figures, the ceo said the self-funded site will double its revenue this year versus 2015. She also noted the company has been profitable “since Day One.”