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Robin Riddle

My name is Robin Riddle and I'm a media professional, specializing in Content Marketing, based in New York City.

Robin Riddle is a cross-platform team leader with proven experience running high performing teams, with focus on recruiting and motivating, consultative sales people.

He has a background in selling and producing digitally-focused marketing programs for clients and advertising agencies in the USA, Canada, Latin America and Europe.

Riddle is also heavily involved in industry issues and speaks at many events on the topic of Sponsored Content/Native Advertising. Recent examples include: the American Press Institute event "Understanding The Rise of Sponsored Content" that took part in DC; the Contently "Brand Publishing Summit" in NYC and WOMMA event in Nashville. He also spoke at the FTC hearing on Native Advertising on the subject of "The Way Forward on Transparency."

 

 

Robin Riddle's Background

Robin Riddle's Experience

Global Publisher, WSJ Custom Studios at The Wall Street Journal

March 2012 - Present | New York

WSJ. Custom Content Studios is The Wall Street Journal’s in-house Content Marketing agency. We create content-rich marketing programs, either co-branded or white label. This business is idea-led, producing content aimed at a client’s target audience and developed to fit the appropriate media channel. We can produce campaigns on a local to global scale. I joined the company to help launch this new iteration of the business, originally known as Dow Jones Content Lab, which was an award winning Custom Publishing business established in 1998. During my time at the company I have helped shape strategy around in-stream Native advertising and developed a series of co-branded Content Marketing products. My main responsibilities are to work with the global advertising sales and marketing teams to help develop a pipeline of large, digitally focused marketing programs that are sold via advertising agencies. I also run a team who are focused on selling content-only programs that are mainly sold direct to clients. These programs range from large-scale custom publishing projects, such as quarterly magazines and monthly newsletters, through to custom digital products such as Apps and Microsites. I help to train the global sales team and work as the internal product champion for Content Marketing and also speak publicly at industry events, on the subjects of Native Advertising/Sponsored Content & Content Marketing. You can get more details on WSJ. Custom Studios here: http://wsjcustomcontent.com/

Vice President of Sales: Content Marketing & Events at The Economist

June 2011 - November 2012 | New York

• Managed a team responsible for creating and selling unique content marketing programs and event sponsorships in the USA, Canada and Latin America. • Developed the overall business strategy for the content and events businesses, including sales, marketing, operations, new product development and editorial. • Doubled sales revenue in less than 3 years to over $12MM, taking the business from loss-making to producing an annual profit of over $3.5MM. • Ran the P&L and reported on the performance of the business by providing revenue forecasts, costs analysis, budgets, and other sales KPIs. • Produced content in a number of different short and long-form formats including: articles; Posts; Feeds; Rich Media Units; Tweets; White Papers; Advertorials; short-form video; data visualizations; motion graphics and infographics. It was distributed through a variety of digital platforms including EIU.com, client owned sites, as well as custom microsites my team built. Additionally, the content was optimized for use in social media. • Collaborated with other internal sales teams to create cross-platform solutions for key clients to win new and up sell on existing accounts. • Executed 8-10 C-level events each year on high-level topics that connected back to the issues covered by the magazin

Sales Director: Content Marketing & Events at The Economist

April 2010 - May 2011 | New York

• Exceeded goal by 21% delivering $2.4MM of revenue and $5.95MM in sponsorship revenue for the content marketing business - a 50% year on year increase. • Was responsible for building a pipeline of sponsorship revenues mainly by developing new client relationships and breaking new business. • Broke numerous sponsorship deals from non-endemic categories and clients such as construction, environmental, Qatar Foundation, Chevy Volt, Manpower. • Built and managed a process to deal with RFPs. Developed sales pipeline and built RFPs to produce 500 outgoing sales proposals each year.

Digital Sales Manager at The Economist

April 2008 - March 2010 | San Francisco

• Generated over $10MM per year in revenue by managing the West Coast digital sales team and personally running high-visibility accounts Intel, Oracle, Juniper, HP, Cisco. Created and sold a number of unique digital advertising programs, i.e. the first online Economist “debate” to Intel.

Account Manager at The Economist

July 2006 - March 2008 | New York

• Managed the technology, airline and hotel categories by selling directly to clients and agencies. • Exceeded $6MM per year goal by closing new business from high-profile accounts such as SAS, CA Technologies, Delta, Unisys among others.

Account Manager - London at The Economist

February 2005 - June 2006 | London

• Managed client relationships in the technology sector across key advertising agencies and client-direct. • Sold multi-platform programs with digital, print, sponsored research, and events components.

Northern UK & Eire Sales Manager at The Economist Group

June 1998 - January 2005 | Manchester

I was responsible for the generation of advertising revenue from advertising agencies and direct clients based in Northern England, Scotland, Ireland, and the Channel Islands. Based from home, this position required strong self-discipline and high levels of motivation along with a tenacious sales attitude. I more than tripled annual revenue from a base of £250,000 to over £1MM within the first 3 years.

Regional Media Sales Manager UPN Media Sales, Key Accounts & Marketing Manager - Sheffield Newspaper at United Provincial Newspapers

May 1994 - May 1998

I ran the marketing services department which supported the entire sales team of 120 people. Duties included: production of sales support information; marketing planning for the advertising department; production of market intelligence and new product development.

Various at Liverpool Echo

October 1987 - May 1994

I held a number of positions during my 7 years with the group including: National Sales Manager, Classified Sales Manager, Field Sales Manager.

sales at daily post

1987 - May 1994

Robin Riddle's Education

Sheffield Hallam University

1998 – 2000

Msc Marketing


Sheffield Hallam University

1997 – 1998

Certificate and Diploma

Concentration: Marketing


Sheffield Hallam University

1998 – 2000

Msc

Concentration: Marketing


Robin Riddle's Interests & Activities

Digital media, advertising, marketing, content marketing, the shift in marketing towards digital, sponsored content and native advertising.

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