The social influence publisher ATTN: appointed former BuzzFeed and Complex Networks executive Edgar Hernandez as its first chief commercial officer.
Hernandez, who started Feb. 17, will oversee the company’s sales organization and lead its go-to-market strategy across branded content, agency services, intellectual property, and social media partnerships. The hire comes as the media company and creative agency looks to accelerate growth following its recent return to independent ownership.
“A lot of publishers have tried to transition into a social and creative agency and failed,” Hernandez told ADWEEK. “It’s very hard to be in the publisher business—at ATTN:, the creative work and the audience strategy really sit together.”
The role is new for ATTN:. Earlier this year, the company was sold by Candle Media back to co-founders Matthew Segal and Jarrett Moreno, alongside a new investor group.
The next phase
Hernandez joins ATTN: after senior revenue roles at BuzzFeed and Complex Networks, where he helped scale franchises including Hot Ones, Sneaker Shopping, and ComplexCon and managed global revenue operations, generating more than $300 million annually at BuzzFeed.
Most recently, he served as the chief strategy officer of My Code, a multicultural agency and media company whose editorial outlets include Remezcla.
Hernandez identified three primary growth areas: Expanding branded IP, scaling brand campaign work, and deepening agency-of-record relationships with marketers including Google, TikTok, and Mattel.
On the IP side, the company is developing short-form branded formats such as microdramas. One recent example, Truth or Putt partnered with Dunkin’ and comedian Druski to attract younger audiences to golf. Another upcoming initiative with the U.S. Soccer Foundation aims to recruit new youth coaches.
