I’m thrilled to announce that our Chief People Officer, Jess Liebman, will be stepping into a broader role as Chief People & Brand Officer, adding responsibility for the Business Insider brand to her remit.
Over the last two years, we’ve been rebuilding the Business Insider brand after many years as “Insider” — part of our ongoing journey to become the go-to publication for business, tech, and innovation journalism. Our goal is to serve an optimistic, ambitious audience with content that’s as smart and accessible as it is essential.
The Business Insider we’re building has the same foundation we started with: conversational, innovative, and fun. But it also needs to evolve to reflect our growing ambitions and who we’re becoming. We’ve made important progress — we even have a brand book! — but there’s still more to do. Transitions like this don’t happen overnight. Honing a brand takes many years.
Jess is uniquely suited to lead our brand efforts — she knows Business Insider’s heart better than anyone. She’s been here since our early days and has helped shape the company we are today — building our culture, growing our team, and leading through change. Over time, she’s developed an instinctive sense of what is — and isn’t — Business Insider. Ten times out of ten, she nails it. That clarity is rare, and exactly what we need to carry the brand forward.
As we work to deepen engagement with our audience, we need to be consistent in how we show up across every touchpoint — from what we publish and how it’s designed, to how we speak, operate, and present ourselves in the world. As always, editorial decisions remain fully with our newsroom leaders. Jess’ focus will be on sharpening and unifying how the brand is expressed everywhere we appear, ensuring it’s cohesive, intentional, and unmistakably BI.
Please join me in congratulating Jess on her new role. I couldn’t be more excited for her and for what’s ahead for Business Insider!
