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Jamie Elden has joined Nylon Media as president and chief revenue officer, and the pop-culture and fashion media company also announced a pact with UTA to expand its content strategy.

Most recently, Elden was chief revenue officer and head of entertainment at Media General’s Federated Media, overseeing its digital and content development business for the last five years.

At Nylon, Elden will oversee all operations encompassing print, digital, content, social, e-commerce, events and influencer network. That includes TV and premium digital original programming, with an emphasis on the brand’s social-media platforms. Elden will be bicoastal, working from the company’s New York City and Los Angeles offices.

Elden’s hire comes after Paul Greenberg exited as Nylon CEO in January to head A+E Networks’ FYI.

“In Jamie, I’ve finally found a leader as passionate as I am about the future of Nylon as the definitive brand for young women throughout the world,” said Marc Luzzatto, executive chairman of Nylon Media. “Jamie’s leadership, and experience in print, as well as digital content and revenues is a perfect fit for Nylon’s unique integrated media business.”

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Under Nylon’s deal with UTA, the agency will work closely with Elden to help expand Nylon’s offerings into other media platforms, among other initiatives. “Jamie is an innovator who uniquely understands both the needs of creators and brands and the desires of millennial consumers,” said UTA co-founder and board member Peter Benedek, who is leading a team of agents and executives who will represent Nylon.

At Federated Media, Elden was part of the team that acquired HYFN and BiteSize TV to build out its social and programming divisions, which included the launch of daily show “Hollywood Today Live” on Fox. Prior to Media General, Elden was executive VP and head of the digital studio at United Entertainment Group (UEG), a branded content agency co-founded by UTA. Prior to UEG, he was senior VP of digital and entertainment at Alloy Media and Marketing.

“Edgy, original, independent storytelling has fueled Nylon’s growth for the past 17 years,” Elden said in a prepared statement. “I’m excited to raise the volume and continue growing our relationship with print, digital and social audiences as well as to deliver engaging premium brand experiences for advertisers.”

Nylon, launched as a magazine in 1999 in New York, is backed by private-equity firm Diversis Capital and investor Marc Luzzatto.