Joanne's Open Road
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10K Miles From Home
Indie: Team 10k Miles from Home (US)
Chief Media Officer
advertising, being a woman, challenges, internet, miserable job
When Joanne Bradford graduated San Diego State University with a degree in journalism and advertising, she had two choices: Work for Frito Lay driving the truck or serve as retail buyer for Macy's. Joanne chose the latter, thinking it would be good experience, but had no plans on staying there long. Little did she know, however, that she would be come one of the most powerful and sought-after women in media and advertising. "I always knew I wanted to do something very challenging and big," says Joanne, who has been the chief media officer at MSN, overseeing all digital advertising for Microsoft properties since 2001. But it wasn't easy for Joanne to land the position at MSN when most people in her industry at that time thought digital advertising was long gone. Joanne believed that the Internet was a viable place to advertise, but she was seen as under-experienced to make such a prediction. However, in the time to come, Joanne helped to grow online revenue to more than $2 billion for the company and create innovative new platforms for advertising.