Laura Kenney
Head of Commerce Content
United States
Professional Overview
Laura Kenney is an accomplished media executive with over 20 years of experience leading content strategy and commercial content initiatives for leading digital media brands. As the Head of Commerce Content at Yahoo, she is responsible for driving the company's commerce content ecosystem, including product reviews, shopping guides, and sponsored content. With deep expertise in lifestyle, beauty, and wellness content, Kenney has established herself as a trusted authority in the digital media industry.
Experience Summary
Current Role
Head of Commerce Content, Yahoo (2021 - Present)
- Oversee the strategy, development, and execution of commerce-driven content across Yahoo's portfolio of digital properties, including Yahoo Life, Yahoo Entertainment, Yahoo News, and MAKERS
- Lead a team of editors, writers, and content creators to produce high-performing, consumer-focused content that drives revenue through affiliate partnerships and sponsored integrations
- Collaborate with cross-functional teams to align commerce content initiatives with broader business objectives and audience engagement goals
- Analyze content performance data to continuously optimize the commerce content strategy and maximize the impact on Yahoo's overall business
Senior Director, Custom and Commercial Content, Yahoo Life, Entertainment, News, MAKERS, Verizon Media (2021 - Present)
- Responsible for driving the custom and commercial content strategy for Verizon Media's flagship digital brands
- Oversaw the creation and distribution of branded content, native advertising, and sponsorship integrations to deliver high-impact, audience-first experiences
- Partnered with sales teams to develop innovative commercial content solutions that met client objectives and exceeded campaign performance targets
Career Progression
Prior to her current roles, Kenney held various editorial leadership positions at Verizon Media (formerly Yahoo) and other leading digital media companies, including:
- Director, Custom and Commercial Content, Yahoo Life and Entertainment, Verizon Media (2019 - 2020)
- Editorial Director, Yahoo Life, Verizon Media (2017 - 2019)
- Executive Editor, Yahoo Lifestyle, Yahoo (2016 - 2017)
- Managing Editor, Yahoo Health, Yahoo (2014 - 2016)
- Editor in Chief and Co-Founder, YouBeauty.com (2010 - 2014)
- Senior Beauty Editor, AOL (2008 - 2010)
- Beauty Editor and Editorial Manager, Sephora (2004 - 2008)
- Associate and Assistant Beauty Editor, Seventeen Magazine (1999 - 2001)
Throughout her career, Kenney has demonstrated a strong track record of driving audience growth, revenue generation, and brand recognition for the companies she has served.
Academic Background
Kenney holds a Bachelor's degree in Journalism from the University of Missouri.
Areas of Expertise
- Digital content strategy and development
- E-commerce and affiliate marketing
- Branded content and native advertising
- Audience engagement and growth
- Editorial leadership and team management
- Lifestyle, beauty, and wellness content
Professional Impact
- Developed and executed successful commerce content strategies that drove significant revenue growth for Verizon Media's digital properties
- Launched the popular YouBeauty.com platform, positioning it as a leading online destination for beauty, wellness, and lifestyle content
- Cultivated strong relationships with brand partners and advertisers, enabling the creation of high-performing, integrated marketing campaigns
- Demonstrated a keen ability to identify emerging industry trends and adapt content approaches to meet evolving consumer preferences
Conclusion
With her extensive experience in the digital media industry and her proven expertise in driving commerce-driven content initiatives, Laura Kenney is well-positioned to continue making a significant impact as the Head of Commerce Content at Yahoo. Her strategic vision, innovative mindset, and strong leadership skills make her a valuable asset in the ever-evolving world of digital media and content monetization.
