ESPN has appointed Sara Gotfredson vice president of multimedia sales. Gotfredson, a 14-year industry veteran who has been with ESPN for eight years, will now lead all sales on the West Coast, including teams in Los Angeles and San Francisco. She will relocate from San Francisco to ESPN’s Glendale, Calif., office and continue reporting to Wendell Scott, senior vice president of multimedia.
The move represents not only a promotion but an expansion of responsibilities, giving Gotfredson additional oversight. Previously, as senior director of multimedia national sales, she led the San Francisco Bay Area and Pacific Northwest teams, driving more than 70 percent of territory growth during her five-year tenure. Additionally, Gotfredson created a new sales structure for the San Francisco office along with a companywide cross functional strategy team, optimizing communication and value from key national accounts.
“Sara’s oversight of the ESPN sales office in San Francisco, as well as the strategic development of our portfolio business in the pacific northwest have been key in creating new relationships,breaking new partnerships,” said Scott.
Gotfredson joined ESPN in 2005 as digital account executive, where she played an active leadership role in developing and implementing new processes and strategies for the digital and multimedia sales teams in San Francisco as well in the Midwest. In addition to managing more than 50 digital accounts, Gotfredson led the integrated planning process with TV and print counterparts, establishing client relationships and overreaching her goals in her first years in each separate market. In 2007, ESPN recognized Gotfredson as the Digital Account Executive of the Year.
Prior to joining ESPN, Gotfredson was digital account executive at CBS SportsLine, where she developed sports marketing tactics for top-tier clients. In 2002, the company recognized her as National Sales person of the Year.
Gotfredson, a native of San Diego, Calif., holds a bachelor’s degree in Science and Business Administration from the University of San Francisco. In 2002, she received a master’s degree in Arts in Sports Management, also from the University of San Francisco.