Betches Media hires new chief commercial and operating officers amid expansion
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Betches Media, a female-focused digital entertainment brand, has hired two new C-suite executives to help spearhead its expansion into new business lines and partnerships.
Why it matters: The company, which was acquired by LADbible parent LBG Media in 2023, has spent the past 15 years building a social media empire that reaches tens of millions of millennial and Gen-Z women. Now, it's ready to build a stronger monetization engine off of that reach.
State of play: Betches Media has hired Maggie Milnamow, formerly with Axel Springer and the New York Times, as chief commercial officer.
- Milnamow will be responsible for leading Betches Media's revenue acceleration and building more external partnerships, like the one it currently has with the NFL.
- "We also think there's an opportunity for more relationships like that in our future," Milnamow tells Axios.
- Milnamow also sees a lot of opportunity to develop more membership and community-based programs targeting that audience.
- To-date, most of Betches Media's revenue comes from advertising and sponsorships.
Zoom in: The outlet has also hired Paul Josephsen, formerly of Warner Music Group and Group Nine Media, as chief operating officer.
- Josephsen will lead the company's growth strategy into execution, overseeing internal functions such as finance, human resources, legal and operations.
- "Everything is on the table," in terms of growth opportunities, says Josephsen. The goal is to grow without ever losing sight "of making this the largest U.S. media and entertainment company for women," he added.
- Both Milnamow and Josephsen will report to Betches Media co-founder and CEO Aleen Dreksler.
Between the lines: The company, which was founded by three lifelong female friends in 2011, has amassed an extraordinary social media following by leaning into humor as its main utility for communication, per Milnamow.
- The outlet has over 36 million followers across its social media accounts on Instagram, YouTube, TikTok, and Facebook. It reaches millions more via newsletters, podcasts and owned and operated channels.
- Much of Betches Media's audience is highly engaged millennial and Gen-Z women, per Milnamow, which makes the company attractive to brand partners.
- "Partners like Betches keep our brands top of mind and first in line for the right opportunities, helping us see around corners and unlock new ways to connect with consumers," said Caitlin Winsor, media lead at Pepsico Beverages U.S.
- "Their nimbleness and co-creation mindset allow us to move at the speed of culture and connect with audiences in ways that feel real, relevant, and drive growth."
Zoom out: The new hires represent the latest in a string of growth efforts at Betches Media, under its new parent company LBG Media.
- LBG Media officially launched Betches UK in July, expanding the brand officially outside of the U.S. for the first time.
The big picture: The new executive team at Betches Media is meant to help spearhead not just Betches Media's growth, but its parent LBG Media's growth across North America.
- LBG Media is a publicly traded U.K.-based media and entertainment company that owns a slew of websites reaching younger consumers, including Unilad, LADbible and Betches.
- Revenue grew 8% in the first half of 2025 compared to the first half of 2024, per its latest earnings report, thanks in part to strong momentum at Betches in the U.S. market.
- LBG Media said Betches Media "met its revenue target for 2024, triggering a $5.5m earnout which was paid in May 2025."
What to watch: As part of the expansion, Betches Media plans to move into a new, expanded office space in New York City later this year, per Josephsen.
