Lisa Gersh, founder of Oxygen TV and short-lived CEO of Martha Stewart Living Omnimedia, is now CEO of Gwyneth Paltrow's Goop digital media and e-commerce site.
She replaces Seb Bishop, who quit in April.
Paltrow lauded Gersh as "the perfect person" to build on Goop's momentum and to spearhead its diversified effort.
The site calls itself "an indispensible resources for all who love to make, go, get, do, be and see."
Launched in 2008, Goop's goal is "share all of life's positives."
Paltrow curates Goop, which completes with Martha Stewart's media empire, to offer the "best of lifestyle to help readers, save time, simplify and feel inspired."
Many readers consider the site "their most trusted girlfriend," according to Goop's boilerplate.
Stewart slammed Paltrow's digital initiative last month during an interview with Net-a-Porter's Porter magazine.
"She just needs to be quiet," said Stewart. "She's a movie star. If she were confident in her acting, she wouldn't be trying to be Martha Stewart.”
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