Beth Sanford, Brand Marketing, Direct Marketing Strategist
Beth is a senior marketing professional with twenty years experience in media marketing. She has directed all facets of marketing including positioning, advertising creative, media, direct marketing, promotion, market research, strategic partnerships, budgeting and planning, and is recognized as a strategic thinker with a results-oriented focus.
Most recently, Beth was Sr. Vice President of Marketing at MAG RACK, a new division of Cablevision, where she defined, created and implemented the award-winning marketing plan for this premiere on-demand television network. She also formulated and deployed the trade marketing strategy that catapulted the network to widespread cable trade awareness, and established it as the on-demand leader with long-term affiliation with 9 major cable operators. Beth and her team were the winners of 6 CTAM Mark awards and an Addy.
As Managing Partner with SANFORD/HORSTMEYER & ASSOCIATES, Beth directed a marketing consulting practice specializing in strategic marketing development for entertainment and Internet clients. Beth launched new products in cable, new media and credit cards; developed branding, marketing and Internet strategies; and worked with clients’ marketing departments to implement marketing programs.
Specifically, Beth directed market assessment and market tests for Sterling Digital, precursor to Mag Rack; she was the sole architect of the media strategy of the launch of MSNBC, managing a budget of over $4 million, yielding one of the most successful cable launches ever; she forged collaborative marketing relationships for barnesandnoble.com with magazine publishers, cable operators and other Internet marketers, gaining exposure for bn.com to millions of targeted prospective customers at low acquisition costs, and, finally, Beth conceived, developed and tested through direct mail new affinity-based credit cards for Advanta, the ninth largest credit card company.
Beth also served as Vice President of Marketing for Lifetime Television, where she successfully managed the growth of this highly successful cable television brand.
Previously, Beth was Vice President, New Business Development for TimeWarner Direct Entertainment, and Consumer Marketing Director of Life Magazine. She started her career as Director of Marketing Information for Home Box Office.
Beth is a graduate of Princeton University, and earned a MBA in Marketing from Columbia University.
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