Penguin appoints former E4.com director

Penguin appoints former E4.com director

Penguin has appointed Layla West as the director of digital channels, a newly-created role responsible for running its websites, social media and podcasts.

West, who was previously head of Channel 4's E4.com, will report into Anna Rafferty, m.d. of Penguin Digital.

At E4.com, West shaped the creative direction of the site, commissioning content and games and driving audience numbers, working on shows such as "Skins", "Hollyoaks" and "The Inbetweeners". Since leaving E4, she has been freelance, working on more Channel 4 projects, with the Southbank Centre, and as a consultant and creative strategist with Storythings, advising brands and organisations on growing online audiences.

Rafferty said: "I was looking for someone creative, commercial, strategic and an absolute expert when it comes to digital audience development—[West] is demonstrably all of those things and more."

West said: "I've always loved stories and am beyond thrilled to be joining such an iconic and cherished brand as Penguin. Penguin's digital output has been very impressive and as someone that loves digital storytelling, I cannot wait to get started and help shape Penguin's digital future."

The Penguin website currently receives 6.5m unique visitors a year, the publisher said, with 1.1m fans on social media, including 625,000 Twitter followers.