Mike Isaac

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Facebook Director Kate Aronowitz Shifts to Head Brand Design

kateAronowitzKate Aronowitz, Facebook’s director of design of the past four and a half years, will shift roles and become Facebook’s director of brand design, she announced on Wednesday at the Fortune Brainstorm Tech conference in Aspen, Colo.

In the new role, Aronowitz will join Facebook’s Global Creative Services team, reporting to Mark D’Arcy, the former Time Warner ad exec who moved to Facebook in 2011 to become director of global creative solutions.

“I think I can bring my background on how the design of Facebook and user experience works to my new position,” Aronowitz said in an interview, “which I think will make for better creative brand content overall.”

Aronowitz will be working more closely with Top-100 brands that spend millions of dollars in advertising on Facebook, beginning with high-end luxury brands. Instead of encouraging the more viral marketing that many agencies and brands aim for on social channels today, Aronowitz will push for more “compelling, targeted content” to speak to specific market segments, as well as more enduring content that has a longer shelf life across the network.

Previous to her time at Facebook, Aronowitz was director of design at LinkedIn, and before that, she was a senior manager of user experience and design at eBay, where she worked in the commerce giant’s design department for six years.

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Just as the atom bomb was the weapon that was supposed to render war obsolete, the Internet seems like capitalism’s ultimate feat of self-destructive genius, an economic doomsday device rendering it impossible for anyone to ever make a profit off anything again. It’s especially hopeless for those whose work is easily digitized and accessed free of charge.

— Author Tim Kreider on not getting paid for one’s work