Hearst’s digital business is adding to its ranks for its special project, WWD has learned.

The company is looking for a slate of new hires to work on what it calls a “new multiplatform brand” that spans fashion and beauty to entertainment and food. That brand is linked to a new partnership with Snapchat, sources said.

Hearst declined to comment.

According to the publisher’s Web site, the editorial openings include managing editor, senior fashion editor, beauty editor, health & fitness editor, not to mention a handful of reviewing jobs for food and drink, appliances, electronics and automobiles. The latter hires will be part of a vertical that focuses on product reviews.

Editors working on the new brand report to its editor in chief, reportedly Luke Crisell, who was hired by Hearst about six months ago to work on special projects.

Crisell, a former editor in chief of fashion brand Aritzia, is said to bring an e-commerce element to the Hearst-Snapchat product. The new special projects lead has been interviewing fashion market editors to join his team, adding to speculation.

While neither Hearst nor Snapchat would elaborate on the new roles, the publisher’s Web site did provide some clues.

Fashion and beauty hires will report to Crisell and work closely with a design director and a photo editor.

Requirements for potential hires, include “all-around love for the Internet, you should live and breathe digital media,” as well as have a “knack for producing smart, shareable stories.” Depending on the job, knowledge of market trends is also a bonus.

Hearst has been eyeing Snapchat for a little while now. The publisher’s Cosmopolitan title has a channel on the social app’s Discover panel.

At Cannes Lions in June, Cosmopolitan editor in chief Joanna Coles interviewed Snapchat cofounder and chief executive officer Evan Spiegel in Cannes, France. The duo talked about Snapchat’s reach with Millennials, a sought-after audience for publishers today.

Fashion brands have also been buzzing around the mobile video messaging service, which is valued at a hefty $19 billion.

For Hearst, the partnership is part of a larger strategy to grow its digital business.

The division been going through a reboot of sorts, as it has added a slew of new hires to expand its reach.

In July, the company tapped Brooke Siegel as director of editorial operations, a new role that had the former editor in chief of dailyworth.com reporting to Kate Lewis, vice president and editorial director of digital. Siegel’s role is to work with the site directors and editors across Hearst’s 18 titles to help them develop stories and drive more traffic to their sites.

As previously reported, Hearst divides its digital operations from its print business. Print editors report to the editor in chief of their magazine, while their digital counterparts report to a site editor in chief, and eventually up to Troy Young, president of Hearst Magazines Digital.

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