Womenconnect lures PSINet pro

MCLEAN, VA: The web site Womenconnect.com has hired Sara Gilbertson away from PSINet to serve as its SVP of marketing.

MCLEAN, VA: The web site Womenconnect.com has hired Sara Gilbertson away from PSINet to serve as its SVP of marketing.

MCLEAN, VA: The web site Womenconnect.com has hired Sara Gilbertson

away from PSINet to serve as its SVP of marketing.



In the newly created position, Gilbertson, formerly PSINet’s director of

sports marketing and business development, has been charged with

expanding the womenconnect.com brand through PR and partnerships. The

site is hoping to increase traffic and enhance user experience among its

audience of women professionals.



CEO Susan DeFife chose Gilbertson over a field of 10 candidates in part

because of her past as a sports marketer. ’She knows how to build an

emotional tie to a brand,’ DeFife said. ’I wanted someone who would

respect our strong culture but also recognize the need for change.’



In addition to the usual range of PR tasks, Gilbertson will orient the

site’s communications strategy toward an eventual IPO within two years.



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