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Lisa Gersh is the new CEO of Goop, the e-commerce and digital media startup owned by Gwyneth Paltrow — where Gersh will compete with her former employer Martha Stewart.

Gersh was CEO of Martha Stewart Living Omnimedia for less than a year, departing the lifestyle maven’s company in December 2012. At New York-based Goop, she’s replacing Sebastian Bishop, who left the startup earlier this year.

Prior to her short-lived Martha Stewart gig, Gersh was co-founder and COO of Oxygen Media, acquired by NBCUniversal in 2007. At NBCU, she was president of strategic initiatives and played a key role in the acquisition of The Weather Channel.

“Lisa is a visionary leader with unparalleled creativity and savvy,” Paltrow said in a statement. “She’s the perfect person to build on the momentum we have already created at goop and to diversify our opportunities to bring goop’s positive energy directly to consumers in what they read, what they try, what they buy and how they live.”

Goop, which Paltrow launched in the fall of 2008, publishes a weekly lifestyle newsletter and the site’s editorial mix includes recipes, fashion, travel guides and wellness tips. Company also sells a range of products, with a new item introduced each week.