Good Housekeeping has nabbed Women’s Health’s Lindsey Benoit as brand communication and strategic projects director.

In the newly created role, Benoit, Women’s Health’s former director of communications and special projects, reports to Jane Francisco, the Hearst-owned glossy’s editor in chief. Although Benoit was the head publicist for the Rodale-owned magazine, she also booked talent and put together partnerships across television, print, digital and social platforms — skills that caught the eye of Good Housekeeping as it looks to expand its reach.

“When we started the search for this, we realized we were looking for someone with a special set of skills that went across departments,” Francisco told WWD. “The role ties in closely to communications and marketing…it is really about being quick on your feet and seeing possibilities in a simple idea.”

Francisco explained that the job is unique to Good Housekeeping and not a role that necessarily exists at other Hearst titles, although, she did acknowledge that many of the larger magazines have strategic positions.

“We stand to build out the brand beyond the page,” the editor noted, turning to rival sibling publications. “People are multitasking more and more. Each brand is competing internally. It’s encouraged. We look over our shoulder and say ‘How can we do something similar and better?’ That’s sort of the nature of the business right now.”

At Good Housekeeping, Benoit will join the editorial side, and be responsible for developing new editorial partnership opportunities, and “contribute to the overall brand conversation,” the company said.  She will “maximize efforts and communication across all departments including the Good Housekeeping Institute, GH Seal, events and brand development.”

In 2014, Benoit was named a “Rising Star” by Folio: Mag and in 2015 PR News recognized her among the “Top Women in PR.” Before that, Benoit worked at Condé Nast’s Self magazine as the associate director of p.r.

Benoit starts her new gig at Good Housekeeping on May 31.

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