LONDON — Refinery 29 is beefing up its top European management team with former executives from Vice, L’Oréal and WPP. Kirsty Hathaway, part of the Refinery 29 team since the launch of the U.K. operation in November 2015, has been promoted to creative director of Europe.
George Mitchell will become Refinery 29’s vice president of business affairs and operations. He formerly served as business and legal affairs director for Europe, the Middle East and Africa at Vice.
Kristin Cardwell has been named vice president of international strategy and business development, and had previously held senior roles at WPP EMEA and L’Oréal. Nina Joyce has been named public relations director of Europe. She was most recently senior communications manager at Vice.
The new appointees will be based out of Refinery 29’s international headquarters in London, and will report to Kate Ward, executive vice president and head of international operations.
Mitchell will handle all legal, operations and business planning for the London team, while Cardwell will handle new market launches and develop key strategic partnerships.
In the newly created role of public relations director, Joyce will be charged with enhancing the impact of Refinery 29’s content and team. Hathaway’s role will be to develop insight-driven commercial creative projects with Refinery 29’s clients from the fashion, beauty, entertainment and lifestyle industries.
“This is an exciting time for Refinery 29, as we celebrate our growing European leadership team, reflecting both our success, growth and ongoing commitment to this market,” said Ward. “We are in a position to supercharge our impact to and for our audiences, partners and teams internationally.”
Refinery 29 has a team of 45 people across Europe, and the brand said it saw the number of users on refinery29.uk grow by 50 percent in 2017, with more than a 600 percent increase in video views from 2016. The site has a global audience footprint of 550 million across all platforms.
Recent brand partners have included FSCS for the launch of the “On the Money” finance hub, The Outnet for an immersive window display in London, and Nars, which launched an experiential art exhibition with Refinery 29 in 2017 that championed an array of female talent.