In the role, Shlachter heads up the marketing-solutions division of Group Nine. The company was formed last year with a $100 million investment from Discovery Communications, combining three startups backed by Lerer Hippeau Ventures — Thrillist, NowThis Media and the Dodo — with Seeker (formerly Discovery Digital Networks).
At Group Nine, Shlachter will oversee creative services; branded-content production; positioning and packaging; and ad strategy and innovation for the company’s ad clients.
Shlachter most recently was president of global innovation for PMX, the investment arm of Publicis Media. Prior to that, he was president of VM1, the dedicated media agency for Verizon within Zenith and Publicis Media; and was chief investment officer at DigitasLBi North America. Earlier in his career, Shlachter held various marketing roles at MEC, Starwood Hotels & Resorts, Lowe & Partners and JWT.
With more than two decades on the agency side of biz, Shlachter’s experience “working with such a vast spectrum of brands and deep understanding of the needs of those brands will be incredibly valuable to us as we grow and evolve our marketing solutions division,” Group Nine Media CEO Ben Lerer said in announcing his hire.
Across all its properties, Group Nine Media claims to generate close to 5 billion monthly video views, reaching a youth-skewing audience. The company’s competitors include other digital-centric media companies including BuzzFeed and Vice Media.