LadBible brings in Lidl ad chief to head up marketing

Maya OrrLadBible Group, whose brands include LadBible, SportBible, UniLad, GamingBible and female-focused Tyla, has appointed Lidl chief Maya Orr to lead its marketing and communications as the company bolsters its expansion strategy.

Founded in 2012, LadBible claims to be “the home of entertainment, viral videos, funny stories and the latest news” and focuses on publishing shareable entertaining clips, pictures and longer form cause-related campaigns aimed at a youth audience.

The publisher now employs 300 people in Manchester, London, Dublin and Sydney, Australia and Orr will report to LadBible chief growth officer Colin Gottlieb, the former Omnicom Europe media boss.

Gottlieb stepped up from a part-time advisory role earlier this year and outlined his growth strategy to diversify revenue beyond advertising and branded content.

Orr spent five years at Lidl, most recently as senior marketing and advertising manager, and worked on the launch of Lidl’s first consumer campaign #LidlSurprises in 2014, the 2018 Football World Cup as well as crisis management for the Red Tractor during 2013’s horsemeat scandal.

At LadBible, she will be responsible for a number of areas within the business, including reputation management, marketing innovations, and advertising campaigns for the group.

Gottlieb said: “Maya brings not only her top-flight outstanding award-winning marketing and consumer communications experience, but she is also a charismatic leader, working in one of the most demanding sectors. We’re delighted to welcome her to the team.”

Orr added: “Throughout my career, I have been witness to a huge shift in audiences from traditional media to online platforms and social channels, and truly admire how LadBible Group has managed to create a deeply engaged relationship with its 140 million global followers. With the velocity of change increasing and the scale of LadBible Group’s ambition, I’m beyond excited to join the team.”

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