Former Executive, AMC Networks
As senior vice president of digital media and business development, Jen Robertson lead the overall brand extension strategy for WE tv. In this role, she was responsible for developing a comprehensive strategic vision to extend WE tv’s brand via advanced media platforms. She oversaw social media, content development and the direction for the network’s group of digital properties and initiatives, including online, mobile, EST and TV Everywhere.
Most recently, Ms. Robertson brought WE tv’s 2014 rebrand to life across digital platforms with the launch of a live network stream on WEtv.com, developed a mobile-enabled version of the network’s website, and added a “WE Get Social” page which allows users to follow posts by network stars, as well as watch conversations between cast members unfold in real time.
Her efforts have produced immediate results for WE tv, growing average monthly visits to WEtv.com by +55% and social media platform follower growth by +94%.
Under Ms. Robertson’s direction, the digital team has launched three popular digital initiatives recently, including “WE-D,” the first-ever, audio-synced TV series application of 360-degree camera technology; “GIF Sync,” a first-of-its kind social experience allowing viewers to share WE tv generated GIFs and memes during the network’s popular unscripted shows; and “In Between,” a web series that literally “bridges” the gap between seasons of the network’s unscripted programs.
The team also launched several digital companions to popular show extensions designed to grow viewership and audience engagement. The initiatives include “Watch W/In,” a program that incentivizes viewers to watch WE tv’s most popular shows live, on demand, or record them on DVRs and watch within three days to be eligible for prizes; “WatchIt With,” allowing viewers to “watch” a new episode of an original series alongside the show’s stars; #WatchingWE, which encourages fans to post group photos to Instagram for a chance to be featured on the network; and, most notably,
A 14-year AMC Networks veteran, Robertson previously served for three years as vice president of digital and emerging media. In that role, Robertson’s successes included launching mobile applications, a WEtv.com online gaming channel, the WE tv Mobile video channel, and rebuilding the WEtv.com site.
Prior to this role, Robertson served as vice president of consumer marketing where she directed the strategy for consumer media campaigns to heighten awareness of WE tv, developed campaigns to drive ratings, created partnerships and brand extension opportunities and led the new media strategy. Robertson was the lead architect of the network’s “Have More Fun” tagline, and the WE Insider, an online panel of more than 5,000 women to share their thoughts on WE tv’s programming and marketing. She also 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 joining WE tv, Robertson held positions at CoActive Marketing, Newsday and Sony Music Video.
Robertson is a member of the Cable & Telecommunications Association for Marketing (CTAM) and a 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. In 2012, she was the recipient of WICT’s annual Woman to Watch award. Robertson has been named five times to both the CableFAX Digital Hot List and CableFAX Top Women in Cable list. Throughout her career, she has earned multiple Promax, MARK and CableFax awards for consumer creative campaigns and digital/social media projects.