Snap’s former head of agency development, Dina Bailey, has joined Time Out Australia as commercial director.
Based in Sydney and reporting to Kaylie Smith, Time Out APAC’s managing director, Bailey will lead Time Out’s commercial and partnership efforts across Australia.
Bailey has spent the past 13 years in big tech, holding leadership roles with Google, Meta, and most recently as Snap Inc.’s head of agency development.
“With a strong presence in Sydney and Melbourne since 2007 – and with these cities remaining just as important – we just recently announced that Time Out is expanding its coverage across Australia to reach a national audience through local content about the best things to do, see, eat and drink as well as travel news and recommendations,” Smith said.
“That means we are in a better position than ever to engage advertising clients with a national offering too and with Dina joining our fantastic Time Out team, we will further strengthen our creative capabilities and delivery on our clients’ goals.”
Previously, Bailey’s career focussed on leading client relationships and business growth at OMG and Dentsu Aegis.
Bailey said: “I’m excited to become part of this trusted, amazing brand and further build our relationships with a wide range of advertisers for which we develop and deliver local, national as well as global campaigns across our multiple platforms spanning digital and experiential elements.
“Our impactful, authentic and engaging creative solutions are bespoke for our clients to connect them with our unique content and experience-hungry audience.”
The publisher’s plans to expand coverage across Australia have coincided with an April consumer campaign with travel site Wotif as its launch partner.
Smith told Mediaweek that while the publication has worked hard at building a strong presence in Sydney and Melbourne since 2007, it will now curate content on the best of Australia to attract a wider national audience.
“The fact that in Australia, Time Out is already in the top 10 lifestyle digital platforms gives us the confidence to engage our audience and advertising clients now with a national offering too.”
The national expansion follows in the footsteps of similar expansions in the US and UK. “For advertisers and clients, this new national proposition means that we can offer them even more impactful advertising opportunities.”
The content will include the best things to do, see, eat and drink, plus focus on arts and culture, travel news and recommendations nationwide.