Sports-Centric Whistle Appoints Refinery29’s Alison Meyer VP Of Marketing

Whistle, the sports-focused digital media company that reps creators like Dude Perfect and produces original shows like YouTube Premium’s F2 Finding Football — has named a new VP of marketing.

The firm has tapped Alison Meyer, who previously served as VP of marketing solutions and client services for Refinery29, to lead partnership marketing for Whistle’s slate of original and branded content. Having been at Refinery for the past six years, Meyer was tasked with building ad partnerships for its branded content business globally — including spearheading its Power Faces series with CoverGirl. Prior to Refinery, Meyer held sales roles at Martha Stewart Living Omnimedia and Vogue.

Whistle, which was formerly known as Whistle Sports, has sought to expand its focus beyond sports in recent months, Variety notes — as illustrated by its acquisition of early digital media upstart New Form. Meyer’s hiring — given that she hails from a female-focused lifestyle brand — also speaks to that expansion.

“Alison has been and continues to be a passionate advocate for media brands like Whistle who are cultivating positive and accessible representations of today’s generation,” Whistle president and COO Michael Cohen — to whom Meyer will report — said in a statement. “Her ability to build innovative, purpose-forward, and successful collaborations with brands and partners is unparalleled and aligns perfectly with our content strategy.”

“Whistle’s growth and evolution into premium content provides so much opportunity to collaborate with the right marketers, and that’s why I’m so excited to step into this role,” Meyer said.

Whistle, which raised $28 million last summer (for a grand total of $109 million in venture funding), signed with CAA in November amid its push into mid- and long-form content creation.