Time Inc. Building

Newly minted chief executive officer Rich Battista has made his first big appointment with the promotion of Jen Wong to the role of chief operating officer. Wong was brought on as president of digital in December.

In the new role, Wong will work closely with Battista on the company’s overall strategy and execution, while maintaining her oversight of Time Inc.’s digital operations, strategy, product development and continued oversight of the company’s content studio, The Foundry. Wong will add oversight of the firm’s consumer marketing and revenue division, including Synapse, Bizrate Insights and TCS. Leslie Dukker Doty, executive vice president of consumer marketing and revenue, who joined Time Inc. earlier this year, will now report to Wong.

Battista told WWD that as Time Inc. continues to “transition” into the digital age, he wanted a “partner” with that DNA.

“Jen has been here only 10 months and has made incredible contributions to the company,” he said, nodding to her work accelerating the growth of The Foundry and the streamlining of Time Inc.’s technology.

“She has brought in a culture of the digital world,” the ceo added, offering that they both have an “entrepreneurial bend” as well as a leadership style characterized by “speed and decisiveness.”

Jen Wong

Jen Wong 

For her part, Wong said she would continue executing on the firm’s native advertising offering, advertising targeting technology and unifying the company’s platform.”

In running the consumer marketing division, Wong will also begin leveraging Time Inc.’s direct-to-consumer marketing capabilities to partner with subscription businesses.

“Today we talk about ad sales but forget that Time Inc. is one of the biggest direct-to-consumer companies,” Wong said.

She called out Birchbox as an example, noting Time Inc. could supply the technology to help the company fulfill subscriptions. The development of such a business could be a lucrative new revenue stream for Time Inc.

Wong joined Time Inc. from Popsugar Inc. where she held the role of chief business officer. From 2011 to 2015, she led business operations and the company’s media and commerce businesses. Wong previously held several executive management roles at AOL and, earlier in her career, worked with a range of digital media and technology clients at McKinsey & Co.