NewsLifeMedia CEO Nicole Sheffield to head new digital business unit

News Corp Australasia's executive chairman Michael Miller has announced the appointment of Nicole Sheffield as the managing director of a new business unit, News Digital Networks Australia (News DNA).

News Corp has set ambitious targets for digital revenue and audience growth and Sheffield’s expanded role will see her take the lead in implementing our company-wide commercial digital strategy, Miller said.

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In this new role Sheffield will be responsible for identifying high growth digital opportunities, designing appropriate business strategies and then aligning our digital network to achieve success.

News Corp Australia's Michael Miller

Miller said: "We are the largest digital content publisher in Australia with category leading websites, but with the continued rapid evolution of information technology and new ways of meeting consumer needs, News needs to have a senior executive with oversight of our total digital commercial strategy.”

"News DNA will offer to the market a single point of contact for our commercial partners to connect with the audience groups they choose with a consistency of service and products and therefore, results."

“Nicole has had tremendous success with our biggest digital assets in news.com.au and taste.com.au and I’m delighted to appoint her to this new, key role.  Nicole will focus on aligning our digital properties and their content to keep pace with the needs of both our commercial partners and our consumers."

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Sheffield said: "It is imperative News is at the forefront of the digital content economy and through strategic thinking and alignment of our digital network we can create an unmatchable suite of products and commercial opportunities. In four-and-a-half years with NewsLifeMedia we have driven incredible digital growth and to expand this opportunity across all of News Corp Australia is really exciting.”

Sheffield's initial focus will be on developing business strategies for the company's high priority content areas and working with News Corp teams to build an aligned, network focus.