Agency

Alex Cooper’s Unwell Appoints Marketing Veteran Joanne Bradford as President, Expands Executive Team

Published on April 20, 2026

Unwell, influencer Alex Cooper’s media company targeting Gen Z women, has named Joanne Bradford President, adding a marketing and technology executive with more than 30 years of industry experience to its growing leadership roster, per Variety.

Bradford, who has advised Unwell since June 2025, will oversee strategic growth and operations, including the company’s in-house advertising agency, which holds multiyear partnerships with Google, Nestlé, Sephora, and Polymarket.

She previously served as president of online shopping platform Honey, which PayPal acquired in January 2020 for $4 billion. Before Honey, Bradford served as COO and CMO at SoFi and held revenue and marketing roles at Pinterest, Yahoo, and Microsoft.

Expanded Leadership

Bradford joins a growing executive team that includes Chief Content Officer of Television Mina Lefevre, formerly of Meta and MTV, and CMO T.J. Marchetti, previously a marketing executive at Walt Disney Studios and AwesomenessTV.

Additional hires include Lagen Nash as EVP of Revenue, formerly CRO at Misfits Gaming Group; Ali Lee as VP of Marketing and Brand, who joins from Netflix, where she served as Global Head of Brand; Ellen Rocamora as Executive Producer, a 16-year veteran of “The Ellen DeGeneres Show”; and Samir Sama as Head of Ventures and Corporate Development, who previously held investing and strategy roles at the NFL and the Raine Group.

Agency and Brand Business

The appointments follow Unwell’s October 2025 launch of its in-house creative agency, which debuted with a multiyear partnership with Google. That deal includes social media advertising production and Google activations at live events.

Cooper co-founded Unwell with her husband, film and television producer Matt Kaplan. The company describes itself as taking a “creator-native approach to serving Gen Z women” across podcasting, film and television, commerce, and venture capital.

“We’re building a home for the creators and brands that define how Gen Z women live, shop and consume content,” Cooper said in a statement. “Joanne and our entire team bring the experience and hustle needed to turn our biggest ambitions into reality.”

Kaplan added: “The infrastructure of media is being rebuilt from scratch almost on a daily basis, and we had the unique advantage of starting Unwell with one of the most engaged audiences in the world already behind us.”