From Media to Tech and Back With Refinery29's Global EIC

The New York Times’ Fashion & Style Instagram account now has nearly 3 million followers, but 10 years ago it was little more than a glint in the eye of Simone S. Oliver, then a journalist at The Times’ Style section. Along with a cadre of other reporters, Oliver's early work with the nascent photo-sharing platform helped inform a 90-page innovation report that proved pivotal in convincing The Times to embrace the app. At the time, she had no way of knowing how big a role Instagram would play in her life. Oliver is part of a generation of journalists whose professional arc coincided with, and was in many ways shaped by, the digital transformation. But rather than build her career in reaction to the shifting technological landscape, Oliver used the entropy of the last decade as a ladder, combining her penchant for storytelling with an eagerness to embrace the tools of Silicon Valley. This eye for innovation has led her down an unorthodox career path. After spearheading The Times’ Instagram presence, Oliver took on the task of transforming Allure, a Condé Nast property, into a digitally native title. Then, in a pivot that has since become somewhat common, she left editorial entirely to work for Facebook, and later Instagram. For over three years, she cultivated enterprise partnerships for the social media behemoth, where she was pleasantly surprised by key aspects of Facebook's work culture. “At first I thought I was just drinking the Kool-Aid, but I quickly learned that the emphasis on empathy within the work environment was really embedded," Oliver said. "I’ve tried to bring that back with me to Refinery29.” However, unlike most journalists who have heard the siren song of Silicon Valley, Oliver performed perhaps the most stunning about-face of her career last October: She came back. The prodigal journalist returned to the world of editorial, accepting the role of global editor in chief of Vice Media-owned Refinery29. Now, equipped with a rich perspective on the intersection of editorial and multimedia, Oliver plans to put her insights to use. “Vice Media Group is a global company, so I am able to apply a lot of what I learned at Facebook and Instagram. But the true throughline of it all is storytelling,” Oliver said. “Innovation, in media, often just comes down to finding new ways of telling stories.” Big mistake “There was a time when I was less concerned with seeking leadership buy-in," she said, "and that led to some bumpy moments in my career.” Lesson learned Err on the side of over-communication. “Even when you know something is the right move, you need to get everyone to see what you see. You need to paint a picture for them.” How she got the gig A resume that testified to her fluency in digital transformation, plus a decade of cultivating relationships. Pro tip “Everyone I know has had an opportunity, or at least some sort of career or personal growth, because of someone they know. Reach out to people, ask how they are, compliment their work. Just stay in touch and be personal.”

Leadership & Talent

From Media to Tech and Back Again With Refinery29's Global Editor in Chief

What Simone S. Oliver learned about storytelling from Instagram

Mark Stenberg

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Mark Stenberg