Rodale has hired Beth Buehler as svp of digital operations and strategy, a newly created position and the latest sign of change at the family-owned company since Scott Schulman was named president in October. Buehler will oversee online activities related to Rodale's health and fitness brands including Men’s Health, Women’s Health, Prevention and Runner’s World, as well as its books and e-commerce site Rodale’s.
The announcement was made by Schulman, to whom Buehler will report, and her appointment is effective today.
Buehler's hire marks a change in digital strategy for Rodale and undoes a key digital hire that CEO Maria Rodale made two years ago. Anthony Astarita, who was gm of digital and new brand development since 2011, was dismissed a month ago. Astarita focused on new digital products—he was behind the launch of e-commerce site Rodale's—while Schulman is looking to Buehler to help the company grow traffic and monetize its online content.
Like Schulman, she held several positions at Dow Jones & Co., including general manager of MarketWatch and head of business management. She most recently came from Getty Images, where she was head of digital ventures.
“Creating this position is the first step in our broader digital plan,” Schulman said in a statement. “We’re particularly focused on expanding video and mobile presence—areas where both audience and advertiser dollars are moving rapidly.”