Tumblr also has named Evan Minskoff, previously with Ovation TV, head of marketing strategy and operations. Both Steele and Minskoff, in the newly created roles, report to chief marketing officer Stephanie Dolgins, a former AOL and Disney exec who joined Tumblr in March.
Yahoo acquired Tumblr in a $1.1 billion deal two years ago. The site claims to host some 245 million blogs. With Yahoo under pressure to show investors the investment is paying off with real revenue, Tumblr has introduced new ad formats and marketing pacts with clients that have included media and entertainment companies.
Steele previously headed Comedy Central’s fan engagement and multiplatform marketing initiatives, helping launch the cable network on Tumblr and inking partnerships with Twitter, Instagram and Snapchat. At Tumblr, he’s tasked with developing marketing plans and campaigns to boost Tumblr’s user base and drive mobile engagement. Prior to Comedy Central, Steele worked at Scripps Networks Interactive’s Food Network.
Minskoff will oversee development and execution of Tumblr’s brand and marketing strategy, as well as audience analytics. Most recently he consulted for luxury and e-commerce brands. He previously was head of marketing and brand strategy at Ovation TV, and head of brand for luxury e-retailer Gilt Groupe.