The E.W. Scripps Company has named Jen Carfley to a newly created role overseeing small and medium business (SMB) growth and direct response advertising, part of a broader effort to expand access to the company’s video advertising inventory.
Carfley’s appointment is effective immediately. She will be based in New York and report to Brian Norris, Scripps’ Chief Revenue Officer.
In the new position, Carfley will lead Scripps’ enterprise-wide strategy for connecting growth-focused advertisers with the company’s premium video inventory across sports, news and entertainment. Her work will span Scripps’ local, national, linear and connected television platforms.
Beginning next year, Carfley will also lead direct response advertising for Scripps’ Ion and Bounce networks. Scripps said its longtime partner Marathon Ventures will continue overseeing direct response advertising for Grit, Ion Mystery, Ion Plus and Laff.
“Jen brings the strategic vision, growth mindset and proven execution we need to accelerate growth across SMB and performance advertising,” Norris said in a statement on Thursday.
Norris said Carfley’s experience across linear and connected television will help make Scripps’ premium video inventory easier for advertisers to access and buy, including performance brands seeking to participate in premium live sports.
“She will help us create stronger connections between advertisers and engaged audiences while giving small and medium-sized businesses, mid-market advertisers and performance marketers more flexible, measurable ways to grow their businesses,” Norris said.
Carfley brings more than 15 years of media and advertising sales experience across linear, digital and streaming platforms. She most recently served as Vice President of the SMB growth team within NBC Universal’s advertising and partnerships division.
Before joining NBC Universal, Carfley held sales and direct response leadership roles at Sling TV and Dish Media Sales, Defy Media, BBC America and BBC World News. At BBC America and BBC World News, she founded and led the performance media division within the ad sales team.
