Summary:

Jay Penske’s Mail.com Media Corp is simplifying things a bit by rebranding as PMC and promoting Chief Revenue Officer Aly Racer to the role…

Aly Racer

Jay Penske’s Mail.com Media Corp is simplifying things a bit by rebranding as PMC and promoting Chief Revenue Officer Aly Racer to the role of president. Also, CFO George Grobar will now add the COO post to his duties, while Will Lee will take on the role of VP, strategy and planning for PMC as he continues as GM of Bonnie Fuller’s HollywoodLife site.

The move to rebrand comes several months after Penske — the “P” in PMC — sold its Mail.com e-mail business to German internet firm United Internet Group.

With the transition period between the sale and the complete hand-off of Mail.com all done, Penske was ready to put his name on the company, which has moved to toward entertainment content sites over the last few years. In addition to HollywoodLife, PMC has bought Boy Genius Report (now better known as BGR) and after building the content sites around Nikki Finke’s Deadline Hollywood Daily, which he bought two years ago this month.

Racer became the company’s first CRO a month after being hired by Penske last October. She was previously at Newsweek and exited the magazine following its sale to the late Sidney Harman.

She may be best known as the first digital ad sales person at NYTimes.com (NYSE: NYT) in 1997. Racer later worked at fashion and entertainment e-newsletter DailyCandy. Her hire last year was accompanied by her former NYTimes.com and DailyCandy colleague, Cathy Goepfert, who’s left her post as national sales director of Comcast (NSDQ: CMCSA) Entertainment.

In an interview with paidContent, Racer said she will still oversee the company’s sales efforts and is in the middle of a hiring several new executives. In addition to working on display sales across the PMC properties, which she says now collectively reach 12 million visitors a month, Racer is heavily focused on creating sponsorships around the company’s various awards shows.

“If you look at our programing, like the ‘Young Hollywood Awards’ and the ‘Style Awards’, which is directly tied to our content,” Racer said. “‘The Academy Awards’ may be Hollywood’s biggest TV event, but does anyone visit the Oscar’s site? And for those who do, are they as engaged as they are on our sites? No. What separates us from the many other awards shows is the lead-up we provide and the way we use social and site media to promote the events and provide a larger context for readers and advertisers.”

While Racer will be focusing more on that, PMC is also looking to do some offline partnerships, though she wouldn’t provide details at the moment.

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