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.