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BEST SELLERS
Sales Team Leader of the Year (eMedia): Regan Murphy, Digital and Custom Content Sales Director, The Parenting Group, Bonnier Group Overseeing a magazine sales team is a formidable challenge, particularly in a bad economy. It’s even more of a challenge when a sales exec with no experience leading a digital-only team has been asked to do just that by her boss. Such was the dilemma faced by Regan Murphy in January 2008 after she rejoined Bonnier Group’s The Parenting Group unit following an earlier stint as an account manager for Parenting magazine.“Regan has always been an achiever,” says Greg Schumann, publisher of The Parenting Group, when describing why he recruited Murphy to assume the helm of the digital sales team. “Her track record of delivering results, coupled with her intellectual capacity, made me convinced that whatever experience Regan lacked would be more than offset by her unique talents.” Murphy, who left Parenting magazine in 2006 to join People magazine, where she sold integrated packages for both the print issue and Web site, wasted no time in getting herself acclimated to her new role at Parenting.com. Within a six-month timeframe, she hired a sales team to focus specifically on digital ad sales; she also tutored them in the basics of selling a redesigned Web site replete with sponsorship opportunities, ad units, features and functionality that had not existed before. Murphy also collaborated heavily with both the Parenting.com’s editorial team and Bonnier’s corporate digital operations to identify every potentially salable opportunity on the site while also working out any kinks that might pop up. Triumphing in a Troubled Climate Murphy’s efforts have proven to be recession-resistant. Following are a few highlights of her accomplishments: • Extraordinary sales growth for Parenting.com: The 2008 revenue generated by Murphy and her team far surpassed the previous year by 222%—over 40% of digital revenue in 2008 was from custom programs they created; and • Expanding client list: Murphy and her staff added 30 new digital accounts in 2008 and are now poised to exceed that amount in 2009 with 17 new accounts already signed in the first quarter of 2009. New advertisers include Hewlett-Packard Digital Photo, Samsung, Shell and the Weather Channel. Wash and Dry With High ROI The “Moms Like Me” program developed for consumer electronics manufacturer Samsung stands out as an excellent example of Murphy’s team’s ability to craft online creative marketing solutions for clients. For the introduction of its new line of washers and dryers, Samsung wanted to enhance its visibility in the mom space and differentiate themselves from competitors in a saturated market. Murphy’s team created a customized site for Samsung that enabled moms to design their own dream laundry room. Users were given the choice of colors, countertops, floors and moldings. Moms e-mailed, downloaded and viewed their customized dream laundry room—the experience proved to be both fun and functional for the target audience. The campaign was so effective that Samsung ended up reallocating additional dollars from other initiatives to extend their presence on Parenting.com not once but twice in 2008. HONORABLE MENTIONS: Brian Quinn, Executive Director of Marketing, Wall Street Journal: With the launch of the new WSJ, Brian Quinn played a crucial role in coercing luxury clients to move into online advertising. In 2008, he headed teams that closed some of WSJ’s most successful integrated programs, including Allstate and IBM Business Insight. Quinn also keeps a keen eye on the future, initiating campus recruitment programs and creating 212, a New York-based interactive advertising club that now totals over 5,000 members. Fernando Romero, National Sales Director InStyle, Time Inc.: Fernando Romero may have only joined InStyle in January 2008, but his impact was instantly measurable. In 2008 alone, he helped add 40 new business clients and increased ad revenue 10%, totaling just over $11 million for the year. He also executed Click2Play, a fully integrated in-book, online and video platform that created 23 original videos, leading the site to generate seven times the amount of its average monthly video streams. Back to Best Sellers page COMMENTS
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