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PALO ALTO, Calif. — High Gear Media revealed its new chief revenue officer Monday, announcing that it is bringing in David Armitage, who is a former executive with both Autobytel and Edmunds.com.

In his new role, Armitage's responsibilities will cover all revenue initiatives. His duties will hone in on boosting brand advertising throughout the company's auto websites.

Armitage will be responsible for heading up the sales strategy and execution for these sites.

"David is a proven sales and marketing executive who understands exactly what automotive clients seek from their digital efforts, especially as ad spend continues to move online," stated Matt Heist, chief executive officer of High Gear Media.

"We're excited to add his expertise as we develop High Gear Media into the leading publisher of automotive content and a proven, high-performing solution for brands to connect with audiences making car buying decisions," Heist added.

Looking at Armitage's career experience in more detail, he worked for Blue Kai as vice president and general manager of the automotive group. His experience also includes a role as vice president of advertising for Autobytel. Armitage also served at Edmunds.com's executive director of advertising and sales.

Prior to that, he worked at Primedia as the vice president of sales and marketing for the digital automotive and motorcycle groups.   

"Automotive marketers are inundated with choices for reaching buyers, but the key is creating unique ways for them to connect with audiences and build brand affinity with customers as they interact with content on the Web," Armitage shared. 

"The High Gear Media team has a totally unique approach that has resonated with automotive consumers and demonstrated growth," he added. "While the usual players will continue to garner their share of ad dollars, this is a tremendous opportunity to deliver innovative solutions for marketers looking at new ways of winning customers."