As senior vice president of digital and business development, Jen Robertson leads the overall brand extension strategy for WE tv and Wedding Central. In this role, Robertson is responsible for developing a comprehensive strategic vision to extend WE tv and Wedding Central brands via advanced media platforms. She oversees content creation and the technical direction for the networks’ expanding group of digital properties that include WEtv.com, WeddingCentral.com and GuySpeak.com. In addition, Robertson identifies partnerships and acquisitions that will create additional revenue streams for both networks. She was named to this post in December 2009.
A 10-year Rainbow veteran, Robertson previously she served for three years as vice president of digital and emerging media for WE tv. Her role expanded to include Wedding Central when it launched in 2009. In that role, Robertson’s successes have included launching iPhone applications, a WEtv.com online gaming channel and a WE tv Mobile video channel. In 2008, she spearheaded a complete rebuild of the WEtv.com consumer website, including increased focus on video programming and the development of exclusive content for every network original series and four new web series, resulted in a significant traffic increase year-over-year.
Prior to this role, Robertson served as vice president of consumer marketing for WE tv where she directed the strategy for consumer communications to heighten the image and awareness of the WE tv brand, developed campaigns to support original programming, created partnerships and brand extension opportunities and led the new media strategy and development. Robertson was the lead architect of the WE Insider, an online panel now consisting of more than 5,000 women that creates a forum for women to communicate their thoughts on programming and marketing. In 2006, she directed the launch of WE tv Mobile, the first women’s mobile network, on Amp’d Mobile. In 2005, she spearheaded the development of the network’s award-winning Minutes of Empowerment campaign, an on-air component of WE tv’s public affairs initiative, WE Empowers Women. Before that, Robertson served as director of consumer marketing for the network. She joined WE tv in 2000 as a consumer marketing manager.
Prior to WE tv, Robertson worked for CoActive Marketing where she was responsible for designing and executing marketing campaigns for clients including Colgate-Palmolive and General Mills. Earlier in her career, she worked for Newsday, where she was responsible for the development of marketing partnerships designed to grow brand awareness and advertising revenue, and at Sony Music Video, where she developed marketing campaigns for Sony Wonder Home Video, MTV Home Video and Sesame Street Home Video.
Robertson is a member of the Cable & Telecommunications Association for Marketing (CTAM) and graduate of CTAM’s Executive Management Program at Harvard Business School. She is also a member of Women in Cable Telecommunications (WICT) and a WICT Betsy Magness Leadership Institute Fellow. Robertson was named to CableFAX’s Digital Hot List in 2009 and 2010. During her career, she has earned both Gold and Silver PROMAX awards for consumer campaign creative and digital site/campaign development.