Exec joins online entertainment site

Former Disney Channel marketing topper Matthew Palmer has joined online entertainment site Stardoll, opening its first-ever U.S. office.

Launched in 2003, Stardoll is a growing online destination for preteen girls. Palmer will serve as exec VP and general manager, overseeing the company’s U.S. business and strategy.

Sweden-based Stardoll is looking to Palmer to drive domestic growth of the brand, including partnerships with advertisers, music labels, networks, film studios and celebs. That includes a recently announced partnership with musician Avril Lavigne, who will create her own destination on the Stardoll site.

Palmer will be based in Los Angeles and report to CEO Mattias Miksche.

“Matt has a far-reaching reputation within the industry as an inventive and forward-thinking marketing executive,” Miksche said.

At Disney, Palmer served as senior VP of marketing for brands including the Disney Channel and ABC Kids, launching properties including the wildly successful “High School Musical” movie and relaunching Disney Channel’s Web site. Richard Loomis was named last week to fill the post vacated by Palmer (Daily Variety, April 17).

Before that, Palmer was VP of strategic marketing at Discovery Communications, overseeing marketing and branding initiatives including TLC and its “Trading Spaces” series. Palmer also spent time as VP of marketing at Blue Man Prods. and as a director of brand and franchise marketing at Nickelodeon.

Stardoll said it currently attracts 5.5 million unique users a month, 30% of which come from the U.S.

Backed by venture capital firms Sequoia Capital and Index Ventures, Stardoll allows fans to style their own avatars (called “MeDolls”) and meet with other users to create an online universe.

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