SEOY 2011 — Sales Team Leaders of the Year: Web and Mobile

Thursday, June 2, 2011

Trish Conheeney, East Coast Regional Sales Manager, About.com

Breaking new ground in digital advertising has become par for the course for Conheeney, who last year scored a major deal with Walmart with its Mom campaign and oversaw the first digital P&G upfront. The latter campaign performed so well that MediaVest and P&G partnered with Yahoo! to create a case study for a Home Scale campaign for About.com.

“I was able to expand the business across many of their home care, baby care, pet care and beauty products,” Conheeney says of P&G. “We are currently being considered for many more brands that go beyond home care and baby, such as OTC, and much deeper into the beauty category.”

Conheeney continues to work to educate agencies and brands about the digital arena. Her biggest hurdle is “the hesitancy on the part of the agencies and brands to spend large budgets all at once. And to keep it simple, many brands went with one or two partners—many were cross-channel partners giving them a bigger footprint.”

Pricing also remains a challenge. “Brands want high-efficiency buys but next to contextually relevant content. Therefore, we produced rich content, and engaged consumers was where I focused their attention.”

Honorable Mention:

Kristine Welker, Chief Revenue Officer, Hearst Magazines Digital Media
Capitalizing on events such as back to school – which alone generated $2 million in 2010 – the founding publisher (2000) of CosmoGirl! is taking Hearst’s digital realm by storm. She launched Real Beauty and elevated Kaboodle to leadership status in the social shopping space, contributing significantly to HMDM’s 142% revenue rise last year over 2009.

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