Emil's Story

Editor-at-Large ESSENCE, Time Inc.


 

Emil

Not only does his reputation precede him, but Emil Wilbekin is also a wonderful example of the amazing talent that exists within Time Warner's workforce. As the Editor-at-Large at ESSENCE, he works on the magazine's covers, talent relations and 360-degree marketing activations across the brand – print, digital and live events. When asked how he came to work in this area, Emil noted, "This position really utilizes all areas of my expertise in one role. I believe the management team at ESSENCE saw an opportunity to expand the business and fortunately, I have the credentials and experience to connect and grow the brand from a 360-degree vantage point; it was a perfect match."

Before his current role, Emil was the Managing Editor of essence.com, a joint venture with Telepictures, which created an opportunity for collaboration between Time Inc. and Warner Bros. Emil shared that his previous role prepared him for his current position by giving him a better opportunity to learn the brand and its audience through social media engagement, as well as how to market the brand's print, digital, and live events.

MAKING AN IMPACT

"My biggest accomplishment to date has been helping ESSENCE have a more youthful presence while maintaining its brand identity. Working on the digital side of the brand really gave me the opportunity to help grow the brand online and in the social arena. The ESSENCE.com re-launch in June 2011 was a real accomplishment for me because it helped visibly move the brand forward and make a real statement to our competition at that time."

 

WHAT SETS TIME WARNER APART FROM PREVIOUS EMPLOYERS?

"Time Warner is the largest media company in the world, so the vision is bigger, more macro than any place I've ever worked. It's interesting how communication, innovation and development are key focuses within the corporation, and part of the corporate culture and the overall corporate strategy. It's very impressive. There is also an attention to the employees at TW – again with that same focus on communication, innovation and development, and that is refreshing. It's very impressive."