"Think big. Think disruptive. Execute with full passion."
- Masayoshi Son
Impact
Jacquie's 14-year career as a strategist, producer, marketer, and enterprise seller spans The Walt Disney Company and NBC. She has been at the forefront of contextual advertising and media innovation, which delivers a higher return on investment to her clients. Jacquie's client-centric approach is a key driver in the year-over-year revenue growth of each of the media sponsorship portfolios she's overseen.
Media Networks
Career Overview
Corporate & Media Sponsors
Customize Brand Integrations to Align with Marketing Strategy
-
Design innovative, custom brand integrations and ad units in partnership with 37 content creators.
-
The high-impact brand integrations are contextually relevant, allow for deep brand integration including product placement, and align with ESPN through the use of talent and/or brand logos. The combination of contextual relevance and ESPN brand integration leads to an increase in brand awareness and purchase intent for clients.
-
Each customized media solution airs across up to eight distribution channels spanning 16 original programs, eight sports properties, 11 SEC Championships, 14 Universities, and the College Football Playoff.
-
Determine the project scope, requirements, and resources for 12+ concurrent complex multimedia marketing sponsorship programs.
The studio takeover premium integration is 10-15 seconds in length and incorporates the brand's logo and video footage. Studio Takeovers can be used to promote sweepstakes entries, highlight the inside of retail stores, promote an upcoming movie/show premiere, and get people interested in traveling to a specific destination.
The L-wrap is a high impact integration that showcases static images of a brand's product during a live game environment.
The Breakout provides clients with a deep brand or product integration within a football broadcast. The 8 second Breakout airs during a break in game action. The transition occurs within the iPad Laura Rutledge is holding. Disney CreativeWorks scripts, produces, edits, and delivers the custom pre-produced transition units that seamlessly transition between commercial and content time.
Deeply integrated brand message that lives in content time and features the talent of the given program. Live Commercials are a one-take, direct-to-camera integration that transitions from a contextual message into the advertiser’s brand commercial. Live commercials organically connect the product, service or brand message to sports by leveraging ESPN talents' personalities. The live commercials air at the end of an in-show segment allowing for commercial adjacency to the brand spot.
The branded transition provides clients with a deep brand or product integration within a studio show and/or game broadcast. The visual effects (VFX) transition occurs in the television as viewers transport from the commercial break back into show content. Disney CreativeWorks scripts, produces, edits, and delivers the custom pre-produced transition units that seamlessly transition between commercial and content time.
Double boxes air within content time on ESPN. Double boxes provide fans with access to a unique “behind the scenes” look into ESPN studio shows and in-game environments.
When there's a natural tie between a brand's influencer(s) and show content, a brand's spokesperson can make an appearance on ESPN programs. Brian Baumgartner appeared on Marty & McGee and SEC Nation to talk George Football and promote his cookbook through Bush's Chili Beans.
The Aflac duck visited the SEC Nation set. Production naturally integrated into the real-life duck into the Aflac Trivia custom content integration.
ESPN assisted Bush's Beans in the creation of a sizzle reel where Laura Rutledge announced that the brand became an SEC Corporate Sponsor.
Consumer Insights Ignite Innovation & Revenue Growth
-
Reengineered the SEC Network’s Saturday sponsorship offerings to align with YellaWood’s consumer insights, resulting in a 100% year-over-year increase in advertising revenue totaling over $1 million in value.
-
Championed $150,000 in incremental business from Krystal by aligning the brand’s priority for mobile app downloads and orders with Twitter’s targeting and ad serving capabilities against ESPN’s highest engaging content – highlights from football games.
Business Process Improvement
-
Recaptured $750,000 in value by revising the communication strategy for the media sponsorship deliverables including expanding the distribution list and ensuring all new and/or adjusted sponsorships are noted within the body of the email, eliminating unnecessary errors from 10% to 2%.
-
Decreased email correspondence by 5% through implementing shared documents in Microsoft Teams and SharePoint, resulting in an increase in team effectiveness and shared knowledge.
Marketplace intelligence informs T-Mobile's Marketing Initiatives
T-Mobile’s marketing initiatives leverage insights derived from analyzing quantitative and qualitative data from multiple sources.
-
The insight that fans of the SEC view sports and music as natural complements led to the creation of T-Mobile led SEC Kickoff and SEC Championship concerts. The T-Mobile sponsored concerts have increased both T-Mobile and the SEC’s brand value through fan engagement and media promotion. For instance, the T-Mobile SEC Kickoff Concert: 22,000 concert attendees, 15,000+ livestream views, and 38,000+ impressions.
-
The insights that viewership of women's sporting events is increasing, the SEC has many leading women's programs, and fan engagement at on-site events is high, contributed to T-Mobile's support of women's athletics across the SEC. T-Mobile announced a $700,000 donation to the SEC women's athletic programs at the 2021 SEC Football Championship. In 2022, T-Mobile became the first SEC Corporate Sponsor to present a women's SEC Championship broadcast. Later in 2022, T-Mobile supported ESPN's celebration of the 50th Anniversary of Title IX by presenting CATCH98 across ESPN Networks and supporting the on-site premiere at The University of Tennessee.