Jessica Jacklin-Troutman, MBA

Serve as the marketing leader in the development of cross-channel, data-driven advertising solutions across the USA TODAY Network for global brands. Responsible for managing the accounts of three sales representatives in the New York region and delivering $2MM+ in content-led sponsorships during 2022 for brands including Fidelity, Smirnoff, National Geographic, Siemens, and Merck. • Respond to advertiser RFPs with customized solutions and present to clients and agencies alongside sales. • Manage multiple teams including Sales, Research, Events, Account Management, Inventory, Editorial, Branded Content, and Product to ideate and deliver solutions aligned with advertiser brand objectives and KPIs. • Collaborate with sales representatives to evaluate the market, competitors and strategize on how to best position the USA TODAY brand to existing and new business prospects. • Partner with internal teams to evaluate new sponsorship opportunities and create go-to-market materials for the sales team. Most recently created new opportunities for USA TODAY’s CTV channels and Instagram branded content package. • Develop case studies, provide strategic insights, and make recommendations for future campaigns based on performance against established benchmarks, which has led to return business with 5x partners in 2022.

Integral member of Gannett’s B2B Brand Marketing team for over two years, focusing on the LOCALiQ digital marketing solutions brand. Delivered business growth and value through strategic brand positioning, generating sales opportunities, creating materials, and conducting training to support channel partners and drive revenue. • Managed email marketing strategy for LOCALiQ nurture and pulse campaigns, including content creation, audience segmentation, testing, deployment, delivery, and reporting. • Led strategy, creative direction, trafficking, performance analysis, and lead routing for LOCALiQ B2B marketing house campaigns for print and digital. Increased overall CTR by 175% from first to last campaign. • Implemented a streamlined process for print house campaign execution with 300+ local sites across the USA TODAY Network. • Developed and implemented content marketing strategy, including the creation of case studies, landing pages, guides, and videos to drive leads for the LOCALiQ brand. • Led development of the USA TODAY NETWORK marketing website & media kit, including creation of site map, content, navigation, and design.

Served as the strategic marketing liaison between the editors of USA TODAY and the Sales, Brand Marketing, and Product teams to deliver cross-platform content solutions aligned to our advertiser’s goals. Also acted as marketing partner to the VP of Ad Innovations for advertising products across the USA TODAY Network. • Responsible for the development of ad product positioning, messaging, and sales tools to drive revenue and change perception of USA TODAY in the advertising marketplace (display, VR, AR, social, branded content, and emerging media). • Successfully launched new Paramount ad unit to the National Sales team, which is still one of the most popular ad units sold across USA TODAY. Also developed and brought to market our custom editorial sponsorship execution, Brandlock, which is still used to date. • Conducted in-person training and created materials for sales and support teams on process, editorial sponsorships, product releases, pricing, packaging, off-platform monetization, and paid/organic social extensions. • Leveraged research, performance data, and advertiser insights to create innovative, content-driven, multi-platform campaigns that deliver advertiser objectives.

Project Manager brought onto the Client Solutions team in new role to lead execution of sold editorial sponsorships for the USA TODAY brand across all channels, including desktop, mobile, social, and print. • Established execution process flow, developed materials, tracked sold programs, and trained all parties on their roles and responsibilities. • Developed editorial sponsorship product options (e.g. articles, videos, photo galleries, digital hubs) and established branded ad elements involved with each. • Managed workloads and organized timelines for all parties involved with sponsored projects, including Designers, Developers, Editorial, Inventory, Sales, and Ad Operations.

Project Manager responsible for execution of over $13M in sold sponsorship projects for the USA TODAY brand across multiple platforms, including desktop, tablet, mobile, social and print.

Lead interactive media planner/buyer for the agency responsible for overseeing all digital accounts and training others in the department. •Specialized knowledge in creating and implementing online media recommendations which include site direct, ad networks, mobile, paid search and paid social. •Utilize research tools such as ComScore or Nielsen @Plan to deliver highly effective online media recommendations •Skilled in a variety of different online media buying price structures (CPM, CPC, CPL, CPA) and targeting capabilities (re-targeting, look-a-like targeting, contextual, behavioral, demographic, geographic). •Experience with organizing and executing Rich Media and paid social (Facebook, Twitter, LinkedIn) campaigns for various accounts. •Utilize DFA Analytics and other ad serving software to analyze impressions, clicks, click-through-rate and other metrics while running online campaigns to constantly optimize and monitor performance. •Able to establish and meet online performance goals for a variety of clients including Cost-Per-Acquisition for direct marketing campaigns. •Responsible for keeping abreast of new media technologies and opportunities.

Media Planner and Buyer for the digital media department at White and Partners. Also worked on print, radio, TV and outdoor media accounts as needed. •Utilized media research tools and historical client data to develop media objectives and strategies that achieved client marketing goals. •Responsible for strategic planning, budgeting and purchasing of media for a variety of local and national accounts including: American Coalition for Clean Coal Electricity (ACCCE), Luray Caverns, Wolf Trap, Harrison College, American Service Center-Mercedes Benz Dealerships, FXVA, Edison Electric and Verizon Wireless Government. •Integral member to establish the digital media team at White and Partners. •Compile vendor RFPs, evaluate proposals, create POV documents and assist with new business proposals and presentations as needed. Review media kits and establish relationships with media vendors. •Responsible for training and supervising media assistant for the agency.