About Matt Frampton
Industry AdvertisingBranded EntertainmentDigitalEventsMarketingMediaMusic
Sector Ad SalesBranded ContentBranded EntertainmentBusiness DevelopmentStrategic Partnerships
Preferred Job Title Branded Entertainment PartnershipsBrand PartnershipsCDO (Chief Digital Officer)Executive Vice PresidentHead of Ad SalesSenior Vice PresidentVice President
I have led brand-partnership teams for more than 10 years, building the advertising, event sponsorship, and branded-content business at Pitchfork, where I helped grow a small independent publisher into the leading voice in music today, and then at Atlas Obscura, a multi-platform travel brand dedicated to celebrating the world’s hidden wonders, with digital media, events, book publishing, video, and international trips businesses.
I live in Brooklyn, grew up in Colorado, and have an unreasonable love for smart journalism, magazines, traveling as much as possible, the Broncos, Clemson football, the Mets, and, perhaps most important, jangly guitar music.
2016 - 2019
Built advertising and brand-partnerships business for Atlas Obscura, across digital, social, branded content, video, and experiential. • Grew revenue more than 150% from 2016, developing dozens of integrated programs with national brands as diverse as Chase Sapphire, Anheuser-Busch InBev, Red Bull, JetBlue, Delta, Apple, and Timberland • Established Atlas Obscura as a leading media brand in the tourism and destination-marketing space, working with dozens of domestic and international partners • Built and managed a seven-person branded content, sales, and sales marketing team • Spearheaded creative campaign ideation, sales marketing, brand positioning, and program execution, partnering across departments and working collaboratively with client and agency leads • Managed advertising and sales P&L and developed all sales forecasts, commissions, and plans • Wrote and delivered short- and long-term advertising and brand partnerships strategy, including event partnerships, programmatic, platforms, and video • Served as a key member of executive team, partnering with heads of editorial, events, audience, product, and creative to develop overall company strategy
2008 - 2016
Led advertising and brand-partnership business for Pitchfork, as well as the site’s music festivals in Chicago and Paris, stand-alone events, branded-content studio, and print quarterly. • Developed a robust global brand advertiser business for Pitchfork, growing national brands from 20% of the company’s ad revenue in 2008 to 80% in 2016, including regular partners Apple, Intel, Levi’s, Converse, AB InBev, Ford, Lexus, Google, Spotify, American Express, and Starwood • Led sales marketing, brand positioning, creative ideation for partners, and program execution, including dozens of brand-sponsored video and content-studio programs • Partnered closely with product, finance, editorial, video, and design teams to set and execute overall company strategy and roadmap • Built and led sales team of three regional directors, campaign manager, media planner, and marketing associate, developing talent that enhanced Pitchfork’s unique culture • Led sponsorship revenue development for Pitchfork’s annual Pitchfork Music Festivals in Chicago and Paris, annual events at SXSW, CMJ, and Sundance, and stand-alone music and white-labeled events • Partnered regularly across the music ecosystem with artists, management, indie labels, festival promoters, venues, music leads at brands, streaming services, and beyond
2007 - 2008
Built a $3.24 million advertising territory for National Journal and the company’s suite of online publications targeted at Capitol Hill and political and policy insiders. Developed print, online, and face- to-face strategic opportunities with major corporate and advocacy clients. Led online advertising strategy for sales team, creating pricing, product, and go-to-market plans.
2019 - 2019
Dow Jones & Co.
Formulated strategy and business plans for news-based Web products designed for the financial advisor market, analyzing competitors, trends, and opportunities and partnering with cross-functional product team to grow core and innovation revenue.
2003 - 2005
Developed digital strategy for Nielsen’s Music and Literary Group websites, including Billboard, Billboard Radio Monitor, Kirkus Reviews, and The Book Standard. Partnered directly with the group publisher, editors-in-chief, and group marketing, circulation, and advertising directors to set goals and strategies as well as marketing and audience-development plans, focusing on the integration of print, electronic, and event platforms.