Pedestrian Group, Australia’s largest youth-focused publisher, has announced the appointment of the team that will drive Refinery29 – the leading global media and entertainment company focused on women and underrepresented voices – as it launches in Australia and New Zealand for the first time.

The team of five will be led by Head of Editorial Zahra Campbell-Avenell, most recently the Head of Publishing and Editorial at Finder, Australia’s most-visited comparison website, and a respected editorial leader with more than 12 years’ experience in content strategy, audience acquisition, and driving successful editorial teams.

Reporting directly to Pedestrian Group Publisher Vanessa Lawrence, Campbell-Avenell will be responsible for the highly-anticipated site’s voice, mission and strategy across all platforms when it launches in late-July.

Campbell-Avenell says now is the perfect time to be launching the Refinery29 brand in Australia: “Refinery29 is all about elevating and making space for women’svoices, and there’s no platform in Australia that comes close – therein lies our big opportunity. There couldn’t be a more crucial time for Aussie women to both hear and tell their own stories, and I can’t wait to create a home for conversations that reflect important lived experiences on Refinery29 Australia. To lead a brand I’ve loved for over a decade is a true honour.”

Of Campbell-Avenell’s appointment, Lawrence says: “One of Zahra’s biggest strengths is the fact she hasn’t worked in traditional women’s media; what we’re striving to build is something Australia hasn’t seen before, so who better to lead it than someone who can identify the white space? She has an intimate understanding of Refinery29 Australia’s opportunity to be a vehicle for fresh perspectives on long overdue cultural conversations, and her wealth of knowledge in SEO and affiliate is just the icing on the cake.”

Campbell-Avenell will be joined by Kate McGregor as Managing Editor(formerly Managing Editor of POPSUGAR Australia), Alicia Vrajlal as Culture Editor (formerly Editor of HuffPost Australia), Pema Bakshi as Style & Living Editor (formerly Digital Content Editor at Vogue Australia, Vogue Living and GQ Australia) and Maggie Zhou as Writer & Producer (formerly Editorial Assistant at Fashion Journal).

Lawrence says recruitment for the roles was “exhaustive”. “The roles attracted more than 500 applicants in less than three weeks – a real testament to the relevance and resonance of the Refinery29 brand,” she says. “In Zahra, Kate, Alicia, Pema and Maggie, we’ve assembled a dream team of talented women whose strengths not only complement each other in the best possible way but who are truly passionate about delivering on Refinery29’s brand mission to platform underrepresented voices and issues affecting Aussie women+.”

Simone Oliver, Global Editor-in-Chief of Refinery29, adds: “With this launch, we not only have an incredible opportunity to extend the R29 platform but the privilege of creating content that reflects the varied experiences and intersectionality of Australian women+ today. I’m thrilled to see such a powerhouse team come together for R29 Australia.”

Refinery29 Australia will officially launch on July 28, with a 300-person launch event for key agencies, clients and women of influence to be held in Sydney (with live performances to countdown to midnight). Confirmed commercial launch partners include Uber, Adidas and Stan.

The announcement comes after Pedestrian Group inked a long-term partnership with VICE Media Group to be the exclusive publishing and commercial partner for VICE Australia and Refinery29 Australia in the Australia and New Zealand markets.

Follow Refinery29 Australia on Instagram: @refinery29au #R29AU

*About Refinery29*

Refinery29 is the leading media and entertainment company focused on women and underrepresented voices, with a global audience footprint of 249 million across all platforms. Through a variety of lifestyle stories, original video programming, social, shareable content, and live experiences, Refinery29 provides its audience with the inspiration and tools to discover and pursue a more independent, stylish, and informed life. Refinery29 Australia will be its 6th global edition, joining France, Germany, the US, UK and Canada.

*About Pedestrian Group*

Pedestrian Group is Australia’s leading youth-centred publisher, reaching a unique audience of more than 4.16 million Aussies per month, and more 18 to 39-year-olds than any other publisher. It’s home to PEDESTRIAN.TV, VICE Australia, Business Insider Australia, Lifehacker Australia, Gizmodo Australia, Kotaku Australia and the soon-to-launch Refinery29 Australia, as well as the American Express Open Air Cinemas. It’s wholly owned by Nine, Australia’s largest and most diverse media company.

*Nielsen Digital Content Ratings, Monthly Tagged, December 2020, All Brands, Text, People 2+, Census

For media enquiries or interviews please contact:
Nic Christensen, Head of Corporate Affairs, Nine
nchristensen@nine.com.au