Arrowfly Names Tarrah Godish as Vice President of Audience Development

Arrowfly has appointed Tarrah Godish as vice president of audience development, bringing her back to the B2B media industry. The appointment adds to the company’s leadership as it continues to serve professional audiences across engineering, healthcare, food, retail and hospitality.

Godish’s new role focuses on audience development, a function that connects media organizations’ content strategies with the needs and interests of their professional communities. In B2B media, audience development typically involves understanding reader behavior, expanding reach across digital channels, strengthening engagement and helping publications build lasting relationships with their audiences.

Arrowfly, formerly known as WTWH Media, operates a portfolio of media brands, events and digital experiences for specialized professional markets. Its network includes publications and communities covering engineering, healthcare, life sciences, foodservice, retail and hospitality. The company combines industry-focused journalism with events and digital platforms to reach decision-makers across these sectors.

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As media companies adapt to changing content consumption habits and increasingly fragmented digital audiences, audience development has become an important part of their operations. Publishers must identify where professional audiences seek information, deliver relevant content across channels and use engagement insights to understand what resonates with readers.

Godish’s appointment comes as Arrowfly continues to develop its broader B2B media business following its transition from the WTWH Media name. The company’s portfolio spans more than 40 brands, giving its audience development function a diverse range of industries and professional communities to address.

Her return to B2B media places her in a role focused on the relationship between content, audience engagement and the evolving needs of industry professionals. How audience development strategies are applied across Arrowfly’s varied media brands will be an area to watch as the company continues to evolve its digital publishing and community engagement efforts.