ARN’s transformation of The Edge continues as it seeks head of marketing
ARN’s bid to “inject some fresh, strategic energy” into its The Edge brand is continuing as it seeks a new head of marketing.
The role will be responsible for growing audiences and ratings for The Edge on FM, DAB+, the iHeartRadio platform and social media.
It will also develop, lead and execute a national consumer marketing plan for The Edge, and assist with positioning the brand and product as one which appeals to the 18 to 30 demographic.
Radio Today has asked ARN where the role will fit within ARN’s current structure and who the successful candidate will report to.
The increased resources for the audio brand come one month after it appointed Emily Copeland into the newly created general manager role.
ARN said at the time that Copeland had a “ton of exciting things planned” for both the radio station The Edge 96.1 and its DAB+ station, which focuses on hip hop and RnB, and has proved to be a launch pad for new music and artists.
It’s a case of “watch this space”, however, with ARN saying it wasn’t ready to reveal what was on the cards.
ARN CEO Ciaran Davis said he’s looking forward to seeing Copeland achieve great things with The Edge team.
“The Edge has an unrivalled connection to young audiences in greater-western Sydney and the brand has incredible potential for expansion and growth in Australia’s contemporary youth space,” he said. “I’m so pleased to welcome Emily to ARN, her diverse range of experience and expertise makes her uniquely perfect for this exciting next stage of the brand.”
Copeland also said she’s excited to be joining the brand at such a pivotal time.
“We have a rare opportunity to accelerate The Edge as a youth brand anchored in hip hop and RnB, driven by content, and reflective of an under-served genre of youth culture in commercial radio. Radio plays an ongoing influential role in the audio landscape and I’m looking forward to working with the Australian music industry to create a platform which will support artists, labels and promoters, while building a community of passionate music fans,” she said.