The Transformation Architect: 7 Ways Jessica Sibley Is Revolutionizing TIME Magazine

As of December 2025, the Chief Executive Officer of TIME Magazine is the accomplished media executive Jessica Sibley, who has been steering the 100-year-old iconic brand through a radical and highly successful digital and business-to-business (B2B) transformation. Since her appointment in 2022, Sibley has focused on diversifying revenue streams, expanding the brand’s global footprint, and leveraging new technologies like Artificial Intelligence (AI) to ensure the legacy publication remains relevant and profitable in the modern media landscape. Her leadership marks a pivotal era for the company, moving it decisively away from a print-reliant model toward a diversified media enterprise that includes film production, sustainability consulting, and major global events. This strategic shift, often referred to internally as the "TIME 3.0" vision, has been critical in achieving significant growth, including a reported 22% increase in advertising gains in a challenging 2025 media market.

Jessica Sibley: A Full Professional Biography

Jessica Sibley is an American business executive recognized as one of the boldest executive voices in the media industry today. Her career is defined by a track record of driving revenue growth and spearheading major digital transformation initiatives at some of the world's most prominent media companies.

• Full Name: Jessica Sibley
• Year of Birth: Circa 1969
• Current Role: Chief Executive Officer (CEO) of TIME Magazine (appointed 2022)
• Predecessor: Edward Felsenthal (Editor-in-Chief, who transitioned from the joint CEO/Editor-in-Chief role)
• Previous Role 1: Chief Operating Officer (COO) of Forbes (where she led all revenue and growth initiatives)
• Previous Role 2: Executive roles at The Wall Street Journal
• Education: Attended New York University (NYU)
• Key Focus at TIME: Digital Transformation, B2B Strategy, Cash-Flow Positivity, Global Expansion, and brand relevance.
• Owner of TIME: Marc Benioff (Co-founder and CEO of Salesforce) and his wife, Lynne Benioff (acquired TIME in 2018).

The Strategic Pivot: Moving TIME Beyond the Magazine

Under Jessica Sibley’s direction, TIME has fundamentally redefined its business model. The strategy is centered on transforming the legacy brand into a robust, diversified, B2B-focused media and services company. This approach ensures that the brand’s intellectual property (IP)—its trust, authority, and global reach—is monetized across multiple high-value platforms, not just through traditional advertising and subscriptions.

The core of this transformation involves a shift in focus from a purely consumer (B2C) model to a business-to-business (B2B) revenue stream, which has been crucial in securing the company's financial health. Sibley has repeatedly stressed that achieving cash-flow positivity is the number-one business goal, and the B2B model is the primary engine for this stability.

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7 Key Pillars of Sibley’s TIME Transformation Strategy

The following initiatives represent the most significant areas of growth and strategic investment under Sibley’s tenure, expanding the iconic red border into new, lucrative markets:

1. TIME Studios: The Power of Visual Storytelling
   TIME Studios is the brand's Emmy Award-winning television and film division. It leverages TIME’s vast archives and journalistic authority to produce documentaries, series, and feature films. This initiative turns the brand's powerful storytelling into a major revenue stream through licensing and production deals, significantly diversifying the company's portfolio beyond print and digital advertising.
2. The B2B Focus and Events Expansion
   A major component of the B2B pivot is a massive expansion of high-profile, high-ticket events. These include the annual TIME100 Summit, the TIME Person of the Year Gala, and specialized industry events tied to lists like TIME100 Health and TIME100 Next. These events serve as platforms for networking and thought leadership, attracting premium corporate sponsorships and executive attendance.
3. TIME CO2: The Sustainability Consulting Arm
   TIME CO2 is one of the most innovative and unexpected expansions. It is a dedicated business that helps corporations navigate the complex world of carbon markets and sustainability. By leveraging the brand's authority on global issues, TIME CO2 offers consulting and verification services, positioning TIME as a player in the environmental, social, and governance (ESG) space.
4. Global and Regional Expansion (TIME Africa)
   Sibley has overseen the strategic expansion into key international markets, such as the launch of TIME Africa. This targeted, regional approach allows the brand to build deeper, localized relationships with audiences and advertisers, tapping into new growth territories while maintaining the brand's universal appeal.
5. AI Strategy and Literacy (OpenAI Academy)
   Recognizing the transformative power of emerging technology, Sibley has made AI a central part of TIME’s future. The company is actively exploring how AI can be used for audience growth and influence. A notable collaboration is the OpenAI Academy, an initiative aimed at advancing global AI literacy, positioning TIME as a leader in educating the public about this critical technology.

6. Digital Platform Modernization
   The core digital platform has undergone a major overhaul to improve user experience, increase engagement, and optimize for mobile consumption. This modernization effort is crucial for maximizing the reach of TIME’s content, which now reaches its largest-ever audience globally, extending far beyond the traditional print readership.
7. Focus on Impact and Inclusion
   Sibley’s leadership is rooted in a philosophy of "impact, inclusion, and innovation." She has championed the use of TIME’s platform to drive meaningful conversations on global challenges, ensuring the 100-year-old institution remains a powerful voice for change, which in turn strengthens its brand equity with both readers and corporate partners.

The Future of TIME: Ownership and Legacy

The overarching context of Sibley’s tenure is the ownership of TIME by Marc Benioff, the co-founder of Salesforce, and his wife, Lynne Benioff, who acquired the magazine in 2018. The Benioffs view TIME as a public trust and a powerful cultural asset, which has provided Sibley with the strategic freedom to pursue a long-term vision focused on impact over short-term financial pressures.

However, the media landscape is always in flux. Recent reports have indicated that Marc Benioff is in discussions to potentially sell TIME Magazine to the Greek media company Antenna Group for an estimated $150 million. This speculation adds a layer of intrigue to Sibley’s current strategic execution. Should a sale materialize, the new owner would inherit a company that has been successfully diversified and stabilized, largely due to the B2B strategies implemented under Sibley’s leadership.

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Regardless of the ownership structure, Jessica Sibley’s legacy at TIME will be defined by her success in transforming a legacy print brand into a dynamic, multi-platform global media powerhouse. By prioritizing digital innovation, B2B services, and expanding the brand’s intellectual property into new verticals like TIME Studios and TIME CO2, she has ensured that the iconic red border remains a dominant force in the 21st-century media ecosystem.