Beautiful Destinations, the popular digital travel brand, has tapped former Condé Nast exec Brendan Monaghan as chief business officer.
Monaghan, who will join the startup on March 1, will be charged with extending the company’s reach with new advertisers, including expanding into entertainment.
The company has a host of distribution channels — Beautiful Destinations, Beautiful Hotels and Beautiful Cuisines — on social platforms such as YouTube Snapchat, Instagram and Facebook.
Launched five years ago, it gained a social media following that is in the 20 million range, according to the company, which also serves as a creative agency with clients including Marriott, The City of New York and Samsung, to name a few.
In his new job, Monaghan will report to Jeremy Jauncey, the 33-year-old chief executive officer who launched the company five years ago after a stint as a professional rugby player in Scotland.
“Consumer attention is the most important commodity in marketing today,” Jauncey said. “Recognizing that consumers spend more time on mobile and social than any other media, brands need a mobile and social-first approach to attract today’s travel consumer. Brendan is uniquely suited for this role because he has the experience and relationships to be a catalyst for change for travel marketers looking to innovate and differentiate their marketing campaigns.”
Monaghan, a former Condé Nast Traveler chief revenue officer who also served as senior vice president of advertising for the New York Times and as publisher of T Magazine, said: “Inspiration for where and how to travel now comes from mobile/social media more than traditional media, yet the travel industry has been slow to leverage these platforms effectively. If you’re not spending against where consumers are spending their time, you’re not effectively using your advertising budget.”
Monaghan also touted the company’s visual analytics and social engagement as central to its success. According to the firm, revenue has grown by 650 percent over the past two years and its audience has increased by more than 150 percent.
Celebs following the company on social media include Kendall Jenner, Lucy Hale, Ayu TingTing, Sergio Ramos and Ricky Martin.