Evolve Media’s lifestyle division, TotallyHer Canada, has announced added to its VP roster with the hire of Alyea Henderson.

Henderson becomes the division’s first VP of sales, and will be based out of the Toronto office. She joins TotallyHer Canada directly from Evolve’s competitor, Mode Media Canada (formerly Glam Media), where she also worked as VP of sales.

Walder Amaya, EVP of international sales and operations for Evolve Media, says he had been keeping an eye on Henderson because she worked for Evolve’s direct competitor, and approached her when he was thinking of adding a sales leader to the female-focused TotallyHer Canada division.

TotallyHer Canada launched about three years ago, and experienced growth in 2015, both organically, as well as through strategic acquisitions like its partnership with Au Feminin to expand its presence in Quebec last January.

The network of sites also includes TotalBeauty.com, Momtastic.com, TheFashionSpot.com and Dogtime.com. The network of sites had 13.3 million unique visitors in November 2015, according to comScore numbers from Evolve Media.