Unwell, Alex Cooper's Gen Z-targeted media company, has hired Joanne Bradford as president to lead an expanded executive team. Bradford, who has served as a strategic adviser to Unwell since June 2025, will oversee strategic growth and operations, including Unwell's in-house advertising agency, which has secured multi-year partnerships with Google, Nestlé, Sephora and PolyMarket. She has over 30 years of experience at media and tech companies, including Honey, which was acquired by PayPal for $4 billion. Unwell was co-founded by Cooper and her husband, Matt Kaplan, and is known for its innovative approach to serving Gen Z women.