Demand Media announced today that it has appointed former NBC Universal and Viacom executive Lisa Kraynak its new General Manager and Senior Vice President for its New Fashion and Beauty property typeF.com.

The site itself is a product of Demand Media’s partnership with Bankable Enterprises (the one run by Tyra Banks), which we reported on last summer.

Kraynak will be responsible for leading the launch, operation and ongoing development of a new digital platform, to "achieve market leadership" as Demand Media puts it.

"Lisa’s unique blend of experience in large scale branded media and digital platforms, coupled with her ability to create and execute innovative programming and marketing will make her a vibrant leader for our newest brand," said Larry Fitzgibbon, Demand Media’s EVP of Media and Operations. "Lisa has demonstrated her vision and expertise at every turn of her career and we are confident that she will grow our new fashion and beauty brand into a leading destination."

"This is an incredibly exciting opportunity to create a dynamic new branded consumer experience through innovative content, social media and the inspiration of a powerful celebrity voice," said Kraynak. "The new fashion and beauty capital of the world is now the Internet. With Demand Media and Bankable, we are working to build a destination that enables every woman to create and celebrate her own personal style."

Fashion is one of the latest verticals Demand Media has entered, and according to documents made public around the time of the company’s IPO, they plan to extend into a lot more verticals. 

More WPN coverage of Demand Media here.