Session: Welcome to the Industry
Sara is Senior Vice President of Content Marketing at Audible. With over 20 years of experience creating award-winning campaigns that resonate with consumers, invigorate businesses and win over the most senior levels in executive management, Sara is known for her relentless pursuit of excellence and her ability to motivate just about everyone around her.
Prior to joining Audible, Sara ran the Marketing Department at Syfy inside NBCUniversal. There, she revolutionized campaign launches across distribution platforms by carefully studying and capitalizing on consumer behavior patterns, and using their voices in social media to fuel a show’s success. She led highly coordinated efforts to create sharable experiences and complex distribution plans for contextually relevant content, in turn driving the highest levels of social engagement. Sara’s team was quite often among the first (if not THE first) to experiment with new VR experiences, new products from Google, Twitter, Snapchat, Facebook, Instagram, Tumblr, and Microsoft, and her Sharknado 2 campaign was a finalist for an Interactive Emmy® Award.
At Syfy, Sara overhauled the ad sales marketing team, creating new value in the market by branding the viewers as Igniters. She led a number of highly inventive partnerships, such as Dodge’s multi-faceted partnership with the TV Show AND Video game, Defiance, an industry first… and Gold winner of UM’s Curiosity Award.
In addition, Sara led efforts to evolve data collection, analysis and insight formation for both long lead planning as well as real time response marketing. In order to optimize and synergize efforts across departments, she created a system by which to evaluate and prioritize each initiative’s business value, and allocate resources accordingly. She also championed and led several highly integrated multicultural marketing plans to see unprecedented success.
While at NBCU, Sara sat on the Marketing Council which creates and facilitates cross promotional opportunities across all of Comcast’s and NBCUniversal’s business units.
Sara began her career in the 1990s at advertising agencies both large and small, in NYC and LA. During that time, she worked with brands such as Mercedes Benz, California’s Anti-Smoking campaign, the American Museum of Natural History, and many more.
In 2000, Sara transitioned into TV when she was asked to set up and run Lifetime Television’s in-house agency in NYC. In just 3 years she doubled the advertising budget, increased her agency’s fee, grew her staff size and responsibility, launched the network’s first substantial multicultural effort and most notably helped drive the TV network to become #1 in Primetime for two years running.
Following Lifetime, Sara spent several years at Discovery Channel where her campaigns launched three of the network’s most successful and long running shows – American Chopper, Myth Busters and Deadliest Catch. At Discovery, Sara created the first comprehensive tool to cross promote across the massive media company’s many business units and platforms. She also led one of the company’s first efforts to study the relationship between marketing tactics and their impact on ratings.
In 2006, Sara joined Premiere Radio Networks (now part of iheartradio), to build and run its ad sales marketing department, helping the company exceed budget goals in a down market nearly every quarter while she was there. Her work in partnering with a variety of clients, both at Premiere and at Syfy, gives her tremendous insight into just about every industry.
During her career, Sara has led countless corporate cultural shifts and operational changes, creating environments centered around collaboration, mutual respect, encouragement, reward and employee value.
Sara holds a B.A. from Indiana University in Mathematics, Political Science, and Sociology.
She is a professional mentor, mom of two kids, member of various industry organizations, community volunteer, and karaoke singer extraordinaire.