On May 9, Elders is succeeding Brendan Ripp, who was promoted to president of technology and telecommunications for Time Inc. sales and marketing in February.

As group publisher, Elders will be responsible for all sales and marketing efforts in digital, print, video, social, branded, native and experiential across the group’s portfolio.

Elders returns to Time Inc. from AOL, where he most recently served as general manager of Partner Studio by AOL. Prior to that, he served as SVP of sales, overseeing the company’s East region.

Elders worked in sales at Sports Illustrated for four years early in his career, according to the company.

He stated that he looks forward to “maximizing the full extent of the brand’s product portfolio and audience to drive stellar business results on behalf of our brand partners.” Elders will report to Rich Battista, president of entertainment and sports group and video for Time Inc.

“[Brad] understands and anticipates marketers’ needs and how to leverage cross-platform scale in today’s constantly evolving ecosystem,” Battista stated. He called him “the perfect person to lead our SI Group sales team.”

In a memo, Battista also announced VP of advertising sales Jon Tuck has decided to leave SI Group after four years on the ad sales team.