Vice President, Advertising and Marketing Intelligence
Kelly Johnson is vice president, advertising and marketing intelligence at ESPN. In her role, Johnson leads a team focused on using data and insights to drive ESPN’s strategic sales & marketing priorities. Johnson’s team provides industry-leading intelligence to grow audience and revenue for the company and its advertisers. The team is also responsible for demonstrating ROI for both advertisers and ESPN, optimizing advertising and promotion on ESPN platforms, and developing custom research to build brands and drive results.
Johnson’s team works closely with groups across ESPN including multimedia ad sales, marketing solutions, brand management, global data strategy and revenue management. Working in collaboration with stakeholders, their findings influence how ESPN sells and markets its properties across TV, digital, audio and print.
Johnson is a Director of the Marketing Accountability Standards Board (MASB) and Co-Chair of the Cable & Telecommunications Association for Marketing (CTAM) Insights & Analytics Council. Kelly is the Grand Winner of the 2011 Advertising Research Foundation Great Minds Award in the Rising Star category, a Silver Ogilvy Award Winner for Entertainment and Sports, and was co-author of the paper ‘Cracking the Cross-Media Code’ (Journal of Advertising Research, June 2010), which debunked notions of convergence and cannibalization and explained ESPN’s Seven Principles of Cross-Media Research.
Kelly joined ESPN Research in October 2002 as a TV Research Analyst on the Audience Research team, and has since been a leader in crafting ESPN’s groundbreaking cross-media research initiatives as well as providing insights to optimize ESPN promotional targeting and effectiveness. Prior to this position, Johnson was vice president TV, audio and cross media research, where she oversaw a team responsible for providing strategic understanding of ESPN’s audience across all platforms. Before joining ESPN, she sold local advertising and sports sponsorships for KTMT and KCMX Radio, and worked at National Car Rental.
A native Oregonian, Johnson graduated from the University of Oregon with a bachelor of science degree in business administration. She also earned an M.B.A. from the University of Oregon’s Warsaw Sports Marketing Center.