Lisa Penney has joined from B2B agency Nobull Communications, where she spent three years as associate director.
Bounty claims to be the UK's biggest parenting club and website with more than 700,000 active members and 50,000 new members joining every month.
Penney is looking to expand the PR team. She will report to Bounty marketing director Faye Mingo.
Penney's main responsibilities in the newly created role will be to raise awareness of the opportunities for brands to target parents through the website.
Penney co-founded health-care shop HSD Communications in 1998 with Lesley Scott and Julie Dean. She headed up the agency's consumer healthcare division in 2001 (PRWeek, 2 March 2001) and left the agency in 2004 after six years to join Nobull.