1. 1
5469
Boyd
Ave,
Oakland,
CA
94618
585.217.6369
/
kef133@yahoo.com
Katie
Purchase
Highly
accomplished
Sales
Director
and
Content
Marketer
with
15
years
experience
in
the
media
industry,
including
9
years
as
a
success-­‐driven
leader
with
an
impressive
track
record.
• Developed
integrated
multi-­‐channel
content
marketing
and
native
strategies
and
partnerships.
• Confidently
led
teams
of
sales
and
project
managers
to
meet
challenging
sales
targets
across
all
platforms.
• Managed
multinational
client
accounts
with
a
total
budget
of
$120
million
per
year.
• Negotiated
new
business
and
contracts
equating
to
over
$80
million
each.
• Successfully
drove
digital
and
print
integration
solutions
across
brand
platforms.
Professional
Attributes
• Acknowledged
by
staff,
colleagues
and
clients
as
an
energetic,
focused
professional
with
a
pragmatic
approach
and
spirited
sense
of
humor.
• Applies
a
customer-­‐centric
approach
to
sales
strategies,
building
highly
successful
relationships
by
demonstrating
respect
and
understanding
for
client
business
imperatives.
• Manages
through
change
with
consistency
in
approach
and
ongoing
communication
so
that
staff
understand
on
a
daily
basis
what
the
business
expectations
are.
• Results-­‐oriented
with
intuitive
business
acumen
and
demonstrated
commercial
knowledge.
• Develops
successful
sales
strategies
by
knowing
client
challenges,
category
limitations,
and
then
identifying
best
fit
solutions.
Employment
Summary
Global
Content
Sales
Manager,
The
Wall
Street
Journal,
News
Corp,
NY
July
2015
-­‐
Present
Head
of
Strategy
and
Partnerships,
The
Australian,
News
Corp,
Sydney
Australia
Jan
2014
–
April
2015
Maternity
leave
June
2013
–
Jan
2014
Group
Account
Director,
News
Australia
Sales,
News
Corp,
Sydney
Australia
Apr
2012
–
June
2013
Deputy
NSW
Sales
Director,
NewsNet,
News
Corp,
Sydney
Australia
Dec
2009
–
April
2012
Leadership
Development
Program,
News
Corp,
Sydney
Australia
May
2011
–
Oct
2011
Group
Sales
Manager,
NewsNet,
News
Corp,
Sydney
Australia
Sep
2007
–
Dec
2009
Key
Account
Manager,
NewsNet,
News
Corp,
Sydney
Australia
Aug
2006
–
Sep
2007
Senior
Entertainment
Advertising
Account
Manager,
New
York
Post,
NYC
Sep
2005
–
Aug
2006
Entertainment
Advertising
Account
Manager,
New
York
Post,
NYC
Nov
2004
–
Sep
2005
Media
Planner,
The
Sloan
Group
Advertising
Agency,
NYC
Mar
2004
–
Nov
2004
Media
Planner,
Laird
Christianson
Harris
Advertising,
Honolulu,
HI
Dec
2002
–
Mar
2004
Media
Buyer,
Laird
Christianson
Harris
Advertising,
Honolulu,
HI
Jan
2002
–
Dec
2002
New
Business
Coordinator,
RTC
Relationship
Marketing,
Washington,
DC
Aug
2001
–
Oct
2002
Key
Areas
of
Expertise
• Leadership
• Content
Marketing
• Change
management
• Business
development
• Commercial
strategy
• Project
leadership
and
management
• Cross-­‐channel
partnerships
• Event
Management
• Client
account
management
• Relationship
management
• Integrated
solutions
• Mentoring
and
training
• Professional
development
• High-­‐stakes
negotiation
Professional
Achievements
&
Areas
of
Expertise
Global
Content
West
Coast
Sales
Manager,
The
Wall
Street
Journal,
News
Corp,
CA
July
2015
-­‐
Present
• Develop
branded
content
campaigns
for
advertising
clients
to
be
distributed
natively
across
the
Wall
Street
Journal
franchise.

2. 2
• The
client
base
is
global
and
across
every
industry
with
examples
ranging
from
Showtime,
Nasdaq,
Pfizer,
PWC,
Amex,
Etihad,
Dubai
Government,
Hilton
and
Nest
to
name
a
few.
• Present
WSJ
Custom
Studios
capabilities
to
drive
new
business
growth
and
help
to
act
as
a
specialist
sales
person
when
selling
in
recommended
branded
content
campaigns.
• Created
and
executed
the
2016
annual
Special
Advertising
Feature
calendar
• Consult
on
all
branded
content
campaign
executions
to
ensure
we
over-­‐deliver
on
client
expectations
Head
of
Strategy
and
Partnerships,
The
Australian,
News
Corp,
Sydney
Aus
Jan
2014
–
April
2015
• Developed
and
executed
editorially
led
commercial
partnerships
and
native
opportunities
such
as;
The
China
Conference
sponsored
by
IG,
Global
Food
Forum
supported
by
Visy,
Business
Leaders
Forum
in
partnership
with
Deutsche
Bank,
The
Innovation
Challenge
sponsored
by
Shell,
Powering
Australian
supported
by
GE
to
name
a
few.
• Doubled
the
partnership
revenue
in
FY15
versus
the
year
prior.
• Worked
collaboratively
with
The
Australian’s
editor,
editor
of
business,
magazine
editors,
weekend
editor
and
managing
editor
to
develop
content
strategies
and
events
that
commercial
partners
can
sponsor.
• Worked
with
the
product
and
creative
team
to
develop
unique
content
led
sponsored
executions.
• Built
strategic
content,
native
and
advertising
integrated
packages
worth
$4
million
annually
for
sponsors
across
print,
desktop,
mobile,
tablet
and
social
assets
leveraging;
The
Australian/Weekend
Australian,
Business
Spectator,
Eureka
Report,
The
Deal,
The
Weekend
Magazine
and
Wish.
• Managed
a
team
of
project
managers
and
oversee
the
integrated
campaign
and
event
executions.
• Developed
and
executed
processes
in
the
business
to
drive
an
increase
in
profitability
by
managing
profit
margins
and
negotiating
preferred
supplier
contracts.
Group
Account
Director,
News
Australia
Sales,
News
Corp,
Sydney
Aus
April
2012
–
June
2013
• Led
an
integrated
sales
team
of
20
people,
including
3
Group
Sales
Managers
as
direct
reports,
to
represent
over
43
newspaper
mastheads
and
respective
digital
platforms
as
well
as
10
stand-­‐alone
digital
platforms
and
5
magazine
titles.
• Drove
an
organizational
change
program
to
align
the
focus
of
newly-­‐integrated
sales
teams.
• Oversaw
the
management
of
up
to
200
national
client
accounts
worth
$120
million
each
across
finance
and
banking,
FMCG,
government,
retail,
entertainment,
automotive,
media
and
travel
sectors.
• Developed
and
implemented
quarterly
and
annual
commercial
strategies
to
ensure
sales
team
focused
on
driving
market
share
and
year
on
year
sales
growth.
• Met
our
teams’
quarterly
budget
for
Q2
and
Q3
during
a
market
decline
where
newspaper
revenue
was
down
20%
year
on
year.
• Managed
stakeholders
across
all
platforms
(newspapers,
digital
and
magazines)
to
ensure
communication
across
client
base
was
ongoing
during
an
immense
amount
of
change
across
the
business.
Deputy
NSW
Sales
Director,
NewsNet,
News
Corp,
Sydney
Australia
Dec
2009
–
April
2012
• Led
a
sales
team
of
over
45
people,
including
7
direct
reports
(Group
Sales
Managers),
to
represent
over
43
newspaper
mastheads.
• Oversaw
the
management
of
up
to
300
national
client
accounts
worth
$272
million
each
across
all
sectors.
• Built
and
managed
an
annual
budget
by
client
by
category
through
establishing
effective
relationships,
developing
customer
centric
media
solutions
and
providing
expert
advice
on
market
trends
to
20
core
clients
across
retail,
finance,
government,
travel,
automotive
and
consumer
goods
to
name
a
few.
• Negotiated
and
won
major
annual
contracts
valued
at
over
$80
million
with
key
clients.
• Developed
effective
annual
sales
strategies
by
identifying
key
transactional
accounts,
developing
key
partnerships
and
focusing
on
client
account
segmentation.
• Introduced
highly
engaging
active
performance
development
plans
that
reinvigorated
sales
teams,
driving
improved
accountability,
encouraging
more
effective
team
work,
and
allowing
sales
teams
to
meet
and
exceed
sales
targets.
Qualifications
&
Professional
Development
2012,
2013
&
2014
Digital
media
and
mobile
advertising
training
June
2014
Sales
and
Leadership
training
2011
Leadership
Development
Program,
News
Ltd
Aug
1997
–
May
2001
Bachelor
of
Science
Marketing,
Pennsylvania
State
University
Dec
1999
–
Jun
2000
Study
Abroad
Program,
University
of
Westminster,
London,
UK
Additional
Information
Interests:
Running,
yoga,
soccer,
golf,
basketball,
travelling
and
cycling
Team
Involvement:
Member
of
the
News
Corp
Soccer
Team
Mentored
over
4
managers
in
different
divisions
across
News
Corp