Motivate hires new publishing director

Motivate Media Group has announced the appointment of Carlos Pedroza Luna to the position of Publishing Director to its luxury media division.

Carlos will oversee the development of Motivate’s luxury brands including the company’s flagship women’s title Emirates Woman, the GCC’s first women’s magazine that celebrated 35 years in print last year. His portfolio will also include luxury men’s brand Emirates Man and Jumeirah magazine –published under contract for the Jumeirah group– as well as new projects to be launched within the sector.

A key focus for the luxury group will be its new media strategy which aligns with Motivate’s mission to develop its thriving digital business that currently includes websites, video, social media, native content and digital content marketing services.

Emirates Woman has spawned a number of successful brand extensions in recent years including the highly respected Emirates Woman, Woman of the Year Awards, an annual event recognising the achievements of women in the region. Past recipients have included pioneering Emirati film maker Nayla Al Khaja and Guinness World Record holder Raha Moharrak, the first Saudi woman to climb Mount Everest. The late Benazir Bhutto was one of the founding patrons of the event.

Other branded platforms include Emirates Bride, Emirates Mini and, the region’s fastest growing women’s site with an audience of one million users.

Announcing the appointment, Motivate’s Managing Partner Ian Fairservice said: ‘I’m delighted to welcome Carlos to Motivate at a juncture in our evolution where we are focused on investing in and extrapolating the success of our long-standing brands across multiple platforms. Carlos brings with him a wealth of experience in media strategy and commercial partnerships, having worked with some of the most dynamic luxury brands in the world.’

Carlos has 18 years of experience in consumer magazines, custom publishing, digital/mobile development, sales and 360 degree strategies. He was most recently the publishing director of Grupo Tourbillon in Mexico overseeing Tiempo de Relojes magazine and the Italian title Gentleman and previously he was publishing director for the joint venture partnership with Hearst that included the management of titles such as Esquire, Harper’s Bazaar, and also National Geographic and Men’s Health, among others.

‘I’m thrilled with this great opportunity to be part of the Motivate team managing its luxury portfolio. Being part of Emirates Woman, Emirates Man and Jumeirah magazine, some of the most recognised titles in the region, it’s an honor,’ said Carlos.

‘I’m also very excited to actively participate on the development of new strategies and new business both on print, digital, new media and custom publishing. I strongly believe that I will work with a very experienced and professional team and together we will develop new ideas and possibilities to enrich Motivate’s portfolio’.

Carlos joins the executive management team of Motivate in September.



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