Condé Nast’s Epicurious network is in the midst of a major rebranding effort, with editor in chief Nilou Motamed and svp and general manager Carolyn Kremins—both travel magazine alums—hoping to shift the brand’s focus from recipes to broader lifestyle content. Today, following news that a handful of current Epicurious staffers were being let go, the site is announcing a host of new hires to replace them.
Two of the brand’s new hires come from within the Condé family. Danica Lo, a former style blogger and editor at Glamour and Stylebistro, will join Epicurious in the new position of executive editor. Matt Duckor, a multimedia editor at Bon Appétit, has been named the site’s new restaurant editor.
Food52’s Beatrice Keng will serve as art and experience director of Epicurious. David Cicconi, the former photo director of Travel + Leisure and founder of Trunk magazine, has been named creative director. Two new junior staffers hail from Mashable and Cherry Bombe.
On the business side, new hires include associate publisher Kate Carrington, formerly of Esquire, and ad account director Jordana Pransky, a former director of sales at Say Media and vp, associate publisher at Travel + Leisure.
This past winter, Epicurious.com underwent a minor redesign (“site refresh” in brand parlance) and launched its first new mobile app since 2009. A full overhaul led by branding and design firm Red Antler (which has also worked with sites like One Kings Lane and Tasting Table) is coming this summer, according to the company.
While Epicurious is still a fraction of the size of its heavyweight competitors—in February, Epicurious.com had 3.9 million uniques across desktop and mobile versus AllRecipes’ 30 million and Food Network’s 23.8 million, per comScore—according to the company, the brand’s mobile presence is strong, with double-digit growth in traffic to the mobile site and 10 million downloads to date of the new app.