LA Fitness head of public affairs and investor relations Carolynne Bull-Edwards joins next month, taking on some of the responsibilities shared by Friends Reunited marketing director Tim Ward and retained PR agency Beatwax Communications.
Ward said Bull-Edwards’ appointment was part of an ‘international rebranding’ following the company’s acquisition of Australia’s largest reunion site SchoolFriends last month.
He added that there were no plans to review the relationship with Beatwax.
Friends Reunited’s other main brands are the UK’s largest genealogy site Genes Reunited and Friends Reunited Dating.
Rebranding will involve the merger of the SchoolFriends database with that of Friends Reunited to create a single brand.
The acquisition of SchoolFriends has given Friends Reunited a powerful pitch with which to approach potential investors. Around 12 per cent of visitors to global site Friends Reunited International are from Australia – an estimated 22 per cent of Australians were born overseas.
Bull-Edwards joined LA Fitness in 2002 from stock-tip magazine Shares, where she was features editor for three years.
She worked as a presenter for Bloomberg TV between 1997 and 1999.