Cruickshank was managing director of Handbag.com for four years before it was taken over by NatMags and became part of its digital subsidiary Hearst Digital last October.
Alex Ballantyne, founder and managing director of NatMags site Netdoctor.co.uk, has been appointed as her replacement with immediate effect.
Ballantyne set up Netdoctor.co.uk after seven years in commercial management and marketing at FMCG giant GlaxoSmithKline.
NatMags chief executive Duncan Edwards said the company knew that Cruickshank would move on in due course and that he was looking to grow the company’s digital activity under Ballantyne.
A strategic review of NatMags’ digital operations recently concluded that the firm would focus on a small number of sites including Handbag.com, Netdoctor.co.uk, Cosmopolitan.com and Allaboutyou.com.
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