Danielle Betras to join Wirecutter as Head of Revenue

Over the last couple of years, we have been transforming Wirecutter's business with new revenue strategies that are doing even more to capitalize on our best-in-class service journalism, from an expanding portfolio of exclusive deals on recommended products to big advertising partnerships.

Now, I'm thrilled to announce the next step in this evolution. Danielle Betras , an innovative force on The Times's business side, is joining Wirecutter in a newly created position of vice president, head of revenue. In this role, Danielle will oversee our major revenue operations, including commerce, advertising and licensing, as well as emerging areas like video and audio, with the goal of building even more robust and sustainable revenue models at a time when the commerce media landscape is in the throes of fundamental change.

Affiliate monetization will remain at the core of what Wirecutter does, but it's crucial that we continue expanding into other revenue opportunities to bolster our ability to carry out our journalistic mission. We believe that our initial forays into these new areas over the last two years have demonstrated significant promise, and our business teams have done a terrific job of taking advantage of them.

Our structure is now matching our ambitions, allowing us to accelerate these efforts to diversify our business. Our executive director of commerce, Leilani Han , who has an unparalleled understanding of the affiliate industry and an exceptional record of driving commerce revenue for Wirecutter, will report to Danielle and remain on Wirecutter's leadership team.

As a vice president within New York Times Advertising's team, Danielle has already been partnering with Leilani and others on Wirecutter's commerce team on advertising, which launched last year and has far exceeded our expectations. She has also built close ties to other arms of Wirecutter, including our newsroom and product leadership. She played a pivotal role in our Google Shopping collaboration and other major deals for Wirecutter.

In her current work leading New York Times Advertising's partnerships and portfolio development team, Danielle has demonstrated wide-ranging creativity, reaching major deals not only for Wirecutter, but also for New York Times Cooking, NYT Games and The Times itself.

Danielle and her team have been important points of contact with journalistic leaders across the company, working closely with them to create new advertising models rooted in great journalism and editorial independence. In this new role on Wirecutter, Danielle will continue to work closely with New York Times Advertising leadership, as well as its ad sales teams.

"Danielle has a standout ability to turn insights into clear, actionable ideas that drive meaningful results for our clients and for our business," Joy Robins, The Times's global chief advertising officer shared with me. "She is always looking to create 'win-win' partnerships. A uniquely gifted communicator and strategic thinker, she inspires confidence and trust among our clients and elevates the work of her team through her ambition, high standards and exceptional storytelling."

Many of you have worked with Amanda Grant , who joined Danielle's team in January and has been a key part of Wirecutter's growth in advertising. Amanda is a big talent, and we are also thrilled to announce that she is moving to Wirecutter as part of this shift. Amanda will continue to report to Danielle and have a dotted line to Leilani.

Please join me in welcoming Danielle to Wirecutter!

- Cliff