Mochila’s Bekkedahl Jumps To Gilt Groupe; McEvoy Promoted To Revenue Head

Gilt City, the local-focused arm of online luxury discount shopper Gilt Groupe, has hired publishing vet Caroline Bekkedahl from content syndicator Mochila. Bekkedahl, who was president and chief revenue officer for nearly three years at Mochila, will be Gilt City’s CRO as well. In turn, Mochila is promoting ad sales head Steve McEvoy as CRO. More to come

McEvoy joined Mochila as VP, advertising sales director from HFM U.S.’s Jumpstart Automotive Group. He will be based in New York and will report to Benjamin Chen, Chairman and CEO, Mochila.

Although they may not of crossed paths, both McEvoy and Bekkedahl have had similar career paths. Bekkedahl was an associate publisher at HFMUS during the 1990s. And as she goes to the luxury discount service, McEvoy’s past includes stints in luxury sales for Niche Media, publisher of regional magazines such as Gotham, Los Angeles Confidential and Ocean Drive. Earlier, McEvoy spent 16 years at HFMUS, where he served as publisher of the late John Kennedy Jr.’s George as well as on national ads at Elle.

The changes at the top of Mochila come as the company has been trying to expand its revenue strategy. Back in February, the company brought in MediaLink LLC to help guide its strategy and named the company’s founder and CEO Michael Kassan to its advisory board.

By hiring Bekkedahl, Gilt City may be looking to extend ties to local news and publishing outlets, as a number of magazines and newspapers have entered the social shopping space, including New York Magazine’s New York Deals, the New York Times’ Times Limited and Gannett (NYSE: GCI), which is rolling out its local marketplaces service.