BuzzFeed has created a role for its new executive of Tasty, a position the publisher considers to be rooted in creativity while working with the business side of the operation as the brand further evolves.
Hannah Williams was named as Tasty’s executive producer, effectively replacing Ashley McCollum, the former general manager and vice president of Tasty, who departed the company in June and is in consulting.
Williams has been at BuzzFeed for four years, and fans might recognize her as the blue-haired personality featured in the publisher’s series in Wine Mom and Mom in Progress. She has also successfully led the branded Tasty creative team, bringing what BuzzFeed said was eight figures in revenue over the past two years. She also previously worked as a video producer at Reader’s Digest Association.
“I think [by] providing centralized leadership across edit and branded, we can encourage more collaboration and better communication in shared learning,” Williams said. “Which will not only help spark innovation and creativity for our audience but will also at the same time help create awesome new content for our ad partners.”
Tasty paved the way for BuzzFeed to move into growing other verticals as standalone businesses, with diverse revenue sources that range from licensing deals that put nearly 100 products in Walmart stores, to innovative partnerships with clients on branded “hands in pans” videos. This summer, Tasty and Walmart partnered to put “shoppable recipes” in the Tasty app.
In her role, Williams said she’ll continue to work with brands and innovate on the types of opportunities they have at Tasty, including collaborating with big companies like McCormick, which is the official spice of Tasty, and by continuing to grow Tasty’s reach through licensing and marketing partnerships.
BuzzFeed claims to reach 534 million people per month, with more than 2.1 billion video views across platforms.