135. TIME. The Work of Brand Evolution.
Rick Lane
October 1, 2020
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For almost a century, Time has been one of the most important cultural voices in the United States. Today we’re speaking to Viktoria Degtar, Maya Draisin and Radhika Prakash, the team working together to make sure it continues to play a pivotal role in the cultural conversation of the next 100.
Topics include:
How the TIME consumer shapes the TIME strategy.
Why strategy planning isn’t looking five years ahead.
How an integrated leadership team can move mountains.
Why leaning into the organizational changes brought about by COVID19 might be just what a culture change effort needs.
Viktoria Degtar is the Global Chief Revenue Officer of TIME. In this role she oversees TIME’s partnerships teams around the world with a focus on modernizing the TIME brand. Prior to joining TIME, she was the Head of Sales and Marketing at Bloomberg Media, where she oversaw the success and consistent growth of its business in Europe, the Middle East and Africa. Before that, Viktoria was the VP of Sales at HuffPo and also held roles at Federated Media, Martha Stewart Living Omnimedia and the Financial Times.
Radhika Prakash is the Senior Vice President of Brand & Content Marketing at TIME, where she oversees brand strategy, insights, creative solutions and content marketing for the brand. Previously, Radhika served as the Global Head of Content Strategy & Media at BlackRock, where she was in charge of content strategy and the execution of media campaigns surrounding their complex portfolio. Prior to that she was at Pinterest where she was a founding member of the Creative & Brand Strategy team. Radhika began her career working in brand management in CPG and beauty, spanning experiences at L’Oreal, Elizabeth Arden and Unilever.
Maya Draisin is Senior Vice President, Progress Marketing at TIME where she leads the brand’s relationship with consumers and works on expanding the product offering to make lives better. Maya came from Conde Nast where she was the VP of Marketing overseeing several iconic brands, including WIRED, The New Yorker, Vanity Fair, GQ, Pitchfork, and Teen Vogue. She was also cofounder of The Webby Awards and its judging body, The International Academy of Digital Arts and Sciences.
TIME is a global media brand that reaches a combined audience of more than 90 million around the world, including over 40 million digital visitors each month and 44 million social followers. A trusted destination for reporting and insight, TIME’s mission is to tell the stories that matter most, to lead conversations that change the world and to deepen understanding of the ideas and events that define our time. With unparalleled access to the world’s most influential people, the immeasurable trust of consumers globally, an unrivaled power to convene, TIME is one of the world’s most recognizable media brands with renowned franchises that include the TIME 100 Most Influential People, Person of the Year, Firsts, Best Inventions, World’s Greatest Places and premium events including the TIME 100 Summit and Gala, TIME 100 Health Summit, TIME 100 Next and more.