NEW YORK: Content marketing software company Brand.com has hired Dave Armon, previously president of Critical Mention, to serve as CEO and president.
Before Armon, Brand.com was led by president and COO Michael Zammuto, who left the company last month.
Armon said he was recommended for the position, which he started at the end of October, by former Edelman US CEO and current Brand.com adviser Mark Hass.
In the role, Armon will focus on growing the "publisher ecosystem" now that Brand.com has made a "huge pivot in terms of what the company’s focus is," having previously worked with clients on brand reputation management, he said.
"It’s paid earned, and nothing like that exists today," explained Armon. "What the platform allows is for a brand to upload story topics to match those to a news outlet."
The New York Daily News ran an article with "sponsor content" from Holiday Cruise Line on Monday. Armon said staffers at the publications write the stories.
Some of the "biggest names in journalism have already said yes to sponsored content," said Armon, pointing to outlets such as The New York Times with its sponsored content of TV series Orange is the New Black. The publication’s T Brand Studio, a "custom content studio" per its Twitter account, sits within the Times’ advertising department.
"Readers are far more willing to accept sponsored content than they were 20 years ago," added Armon.
Forty staffers are based in Brand.com’s Philadelphia office, and he said the company is "building up" the New York office, presently only three people strong, including Armon.
Prior to Brand.com, Armon served as president of Critical Mention since September 2011.
Sean Morgan, Critical Mention founder and CEO, praised Armon, calling him a "great asset" at the company. Morgan added that he is excited for Armon and his future.
"I think his skill sets will be wielded to a much greater degree," said Morgan. He confirmed that Critical Mention has not yet filled Armon’s role.
Armon also previously spent 20 years at PR Newswire, where he held various leadership roles, including COO and president.