Paris Hilton’s 11:11 Media Hires Former Playboy Exec Rachel Webber

Paris Hilton’s 11:11 Media appointed Rachel Webber, former chief brand officer of Playboy, to the newly created role of chief commercial and brand officer.

Webber reports to Bruce Gersh, 11:11 Media president and COO, who co-founded the media and consumer lifestyle company with Hilton in 2021. Webber, together with Gersh, will lead the operational and strategic management of the company and oversee its global business expansion and creative go-to-market strategies across new consumer categories, retail partnerships and content franchises.

More from Variety

• 'Hell Camp' Director Talks Steve Cartisano Allegations and 'Troubled Teen' Camp Survivors' Trauma

• Paris Hilton's Kitchenware Brand Pulls Ads From X. Here's Where to Buy Your Own Kitchen Set Online

• Paris Hilton Celebrates 20th Anniversary of 'The Simple Life': Here's Where to Stream the Reality Series Online

“It’s so exciting to have such an accomplished, badass executive join our 11:11 Media family,” Hilton, founder and CEO of 11:11 Media, said in a statement. “I’m so proud of all of the momentum we’ve built at 11:11 and Rachel is the perfect addition to our rock-star team to help take us to new heights.”

Webber joins L.A.-based 11:11 Media from PLBY Group, where she oversaw Playboy’s subscription-based creator platform and teams across product, engineering, design and marketing. Prior to joining Playboy in December 2018, Webber was executive VP of digital at National Geographic. She also has served in senior operating, product and brand development and strategy roles at Fox, Rovio (maker of “Angry Birds”) and Tumblr.

“Rachel brings a phenomenal track record building culturally relevant consumer brands and businesses, and we’re thrilled to welcome her to the 11:11 Media team,” Gersh said. “Rachel’s unique background across media, consumer technology and lifestyle brands is the perfect match for the innovative new media and lifestyle company we are building at 11:11 Media. Paris and I are so excited to partner with Rachel to create massive pop culture moments with our brand partners, build new consumer franchises and expand into new business verticals worldwide.”

Webber commented, “Paris and Bruce have built a truly innovative new media model combining storytelling prowess, innovative distribution capabilities and best-in-class consumer product partnerships with an unparalleled ability to drive cultural relevance. It’s a dream opportunity to create new ways for fans around the world to truly ‘sliv!’ and I can’t wait for everyone to see what we have in store for 2024 and beyond.”

11:11 Media’s businesses include film, TV, audio, music, books, consumer products, digital and Web3 projects, with a focus on lifestyle, fashion, beauty, wellness, art and travel.

According to the company, 11:11 Media’s consumer product licensing and partnerships have driven more than $4 billion in retail product sales globally, including through Walmart and Amazon. Branded-content partners have included Hilton Hotels, Uber, Klarna, NBC, MAC, Living Proof and Taco Bell. On the media and digital front, “Paris: The Memoir” debuted in March 2023 on the New York Times bestseller list, and Slivingland launched in Roblox in August 2023. Last November, “Paris in Love” Season 2 debuted as a top show on NBCUniversal’s Peacock.

Best of Variety

• New Movies Out Now in Theaters: What to See This Week 

• Oscars: Best Actress - Lily Gladstone and Emma Stone In a Race Too Close to Call, With Third Party Candidates Brewing

• Oscars: Best Actor - Paul Giamatti Leads the Race, but Keep Close Eye on SAG to Determine Ultimate Victor

Sign up for Variety’s Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.