Joanne Bradford Exits Yahoo, Joins Demand Media

  |  March 15, 2010   |  Comments

Portal sales vet Joanne Bradford is leaving Yahoo for Demand Media, her third job in less than two years.

bradford-cannes.jpg Joanne Bradford is leaving Yahoo for Demand Media, a well-funded content company that competes with the likes of Associated Content and AOL's Seed platform.

It's the third job in less than two years for Bradford, who left a long-term gig as chief of MSN's media sales operation in March 2008 to join SpotRunner. She was there only six months before heading to Yahoo in September 2008 to become SVP of U.S. revenue and market development.

Like her move two years ago from MSN to SpotRunner, her new role with Demand Media will take her out of the portal spotlight and into the fast-paced and relatively obscure world of a hyped startup.

Demand Media is a rapidly growing content development company that operates eHow, Lance Armstrong Foundation's LiveStrong.com, and Trails.com, among other sites. Its business model involves developing and sourcing content, in part by analyzing search activity and ad rates associated with keywords. Some of that content is hosted and monetized on its owned and operated sites, and some of it on a network of sites that syndicate Demand's content.

Bradford's job at Demand will be to attract brand advertisers to the company's owned and operated sites, as well as to drive adoption of its content creation services and its social media product for businesses, called Pluck. Pluck customers include BF Goodrich, Kraft Foods, Lowes, and Whole Foods.

Bradford will report to CEO and co-founder Richard Rosenblatt. The news was first reported by AllThingsDigital.

Her move comes as a blow to Yahoo, which is eager to make sure all its cylinders fire in unison for large branding campaigns, such as one it just completed for Walmart. Bradford's job entailed making sure the company's various ad sales teams could pull off such complicated campaigns.

Additionally, Bradford was slated to play an important part in Yahoo's search partnership with Bing, according to the report in AllThingsDigital. Under that deal, Yahoo is to handle all human-sold search ad campaigns, while Microsoft will handle self-serve campaigns. It appears likely Bradford's involvement in the deal entailed the direct sales portion of the search alliance.

In a statement, Yahoo confirmed Bradford's departure was the result of her own decision. It said, "Joanne will be working with the team over the coming weeks to enable a smooth transition."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...