Janna L. Purkey
· Successful track-record driving user engagement and revenue through the development of online advertising campaigns.
· Proven ability to create competitive business advantage through deep consumer understanding using contextual, demographic, geographic, behavioral and registration targeting.
· Marketing expertise in: branding and positioning, partner relations, project management, market research and analysis, PR and media relations, budget development and management.
· Experience working for the #1 overall Internet sports property as well as the #1 collegiate sports property on the web
Managed all marketing communication & collateral associated with the Yahoo! Sports brand and the site’s vertical subsidiaries including Rivals.com, YahooSportsShop.com and GrindTV. Developed and managed integral network media campaigns like Fantasy Football, Tournament Pick ‘Em, Fantasy Baseball, & the first-ever national brand campaign for Rivals.com. Facilitated key relationships with partners such as MLB, NBA and NFL PA and worked with Y! Legal on a regular basis to ensure all copyright and contract obligations were followed appropriately.
¨ Developed geo-targeted units on the Y! front page which raised Rivals.com click through rate by 300%
¨ Innovated and secured a new Y! Front Page placement to promote the Y! Sports Shop which drove an additional 100k+ clicks to the shop every month
¨ Worked with the NBA and MLB to allow use of official player/game images in ad units across the Y! Network to promote content & coverage. Created the first-ever video ads to promote Y! Sports content. These :15 and :30 ads ran on MLB.TV and drove 75k+ additional clicks to the property each month
¨ Achieved 10% increase in Fantasy Football registrations by utilizing multiple marketing channels and leveraging the cover athlete, Braylon Edwards
¨ Devised a comprehensive holiday campaign which drove $1 million in revenue. The campaign included email, front page placements, banner, video, and text ads
Leading online network of subscription-based college sports publications. Rivals.com is recognized as a leader in team-specific college sports coverage and the #1 authority in college football and basketball recruiting.
Marketing Associate (January 2007- October 2007)
¨ Promoted into this newly created position. Assigned total responsibility for constructing and implementing the marketing strategy for the network’s retail store, RivalsFanShop.com
¨ Developed email strategies and partnered with the graphic design team to create new templates and campaigns which increased click-through rates by 200%
¨ Utilized registration targeting in email campaigns to increase revenue by 150% year over year
Refunds Manager (November 2005-January 2007)
¨ Established a refund system to minimize subscription refunds. Saved the company approximately $150,000 in subscription revenue and reduced refunds by more than 26% from 2005-2006
Member Services Representative (January 2005-November 2005)
¨ Consistently pursued subscription up sale and retention opportunities; upgraded 400+ customers to premium subscriptions in this time period
¨ Promoted and recommended products and services to customers to generate additional sales growth
¨ Served as a primary point-of-contact to the 150+ Rivals.com publishers nationwide
Oversee all marketing strategies and promotions supporting this subscription-based sports content site. Administer all social networking to increase brand awareness and user engagement which includes managing brand profiles on Facebook, MySpace, YouTube, and Twitter.
B.S., Communications, Broadcasting Concentration
Minor, Sport Management (August 2001)