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Josh Abrams, after more than seven years as Bleacher Report’s VP of sales, is jumping to millennial-parenting media startup Fatherly as senior VP of sales.

Abrams starts at New York-based Fatherly in December and reports to CEO Mike Rothman. Prior to joining Bleacher Report — which Time Warner’s Turner acquired in 2012 — he was director of sales for online-video network Broadband Enterprises and IAC’s CollegeHumor.

“I’d been courting [Abrams] pretty much since the inception of Fatherly… at this point it was the right time to bring him on,” said Rothman, who co-founded the company in 2014.

Before co-founding Fatherly in 2014 with chief content officer Simon Isaacs, Rothman was a sales and business exec for lifestyle media company Thrillist. Rothman said he got to know Abrams “when we were three knuckleheads at Thrillist, and there were like 10 knuckleheads at CollegeHumor.”

Under Abrams’ leadership, Fatherly in 2018 is looking to boost production of branded content from its in-house studio, as well as integrate advertisers into its emerging podcast network in partnership with iHeartMedia. Additionally, Abrams will work to expand the Fatherly Ambassador Network, which develops content with key category influencers for marketers.

Fatherly has raised $6 million to date from investors including BDMI, UTA, WPP Ventures, SoftTech VC, Crosslink, Lerer Hippeau Ventures, Gary Vaynerchuk’s VaynerRSE and the Knight Foundation.

The company targets an audience of men 30-54 who are entering their next life phase as parents. When he was at Thrillist, Rothman said, “We asked, ‘What happens when this audience ages out? That evolution from dude to dad is the inspiration for Fatherly.”

New York-based Fatherly now has 45 full-time employees. Earlier this year, the startup hired Michael Wertheim, former GM of EW.com who has worked as an independent media consultant, as COO; and former Inverse.com and Maxim editor Andrew Burmon as editor-in-chief.