Mary Sheehan, a 10-year veteran of ESPN, has been named to the newly created role of vice president, Marketing Investment and Performance. As such, she will have a dual report into ESPN’s marketing and ad sales teams.
This cross-departmental role is designed to maximize both ESPN’s marketing investments and those investments made by brands that advertise with ESPN. Previously Sheehan served as senior director of media strategy and planning, overseeing the direction of strategic media efforts, including planning, execution and measurement.
“Mary has been responsible for the way ESPN uses media to intersect our marketing messages with fans’ lives – both across our own platforms and through our off-channel spend. Given her intimate knowledge of the effectiveness of our own platforms, Mary is uniquely qualified to optimize a marketing investment across ESPN assets,” said Aaron Taylor, senior vice president of marketing at ESPN.
Added Eric Johnson, executive vice president of global multimedia sales, “Having Mary‘s insights and knowledge as an integral part of our sales proposition will be of significant benefit to the clients that invest in the ESPN brand.”
Working closely with other stakeholders in marketing as well as with ESPN’s sales, programming, production, digital media, research, and data teams, Sheehan will be responsible for developing recommendations for ESPN marketing priorities that drive the overall business. She will continue to lead the in-house media planning and buying team to construct and execute integrated media plans across all ESPN-owned platforms as well as off-channel media.
Sheehan currently serves as the Chairwoman of the Board of Directors for TAB (Traffic Audit Bureau for Media Measurement, Inc.). She joined ESPN in September 2005 as Director of Media Strategy where she focused on the planning and execution of media plans for ESPN-branded properties from programming to products. She has vast experience on the agency side, having previously worked for Ogilvy & Mather, MediaVest, and Wieden + Kennedy New York, where ESPN was her primary client. Sheehan joined ESPN from a client-side position at Pfizer. She is a graduate of SUNY Geneseo.