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30 Under 30: Brianne Kennedy of Dow Jones/Wall Street Journal

By Dawn McMullan

INMA

Dallas, Texas, United States

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On September 30, INMA awarded 30 young professionals around the world with its second class of “30 Under 30” award as part of its Young Professionals Initiative. This is the 10th in a series of 30 features about these impressive rising media stars who are shaping our industry. 

As an international studies major without an exact vision of her career, Brianne took an internship with the event marketing team at The Economist because she liked the company’s “international lens.”

It was there she found a love for marketing and journalism. Her journey to Dow Jones involved a couple of lean teams where Brianne “wore as many hats as they could give me.”

Brianne Kennedy is associate director/member engagement at Dow Jones/The Wall Street Journal in the United States.
Brianne Kennedy is associate director/member engagement at Dow Jones/The Wall Street Journal in the United States.

She currently leads a team charged with creating and delivering omnichannel engagement campaigns for subscribers of The Wall Street Journal. Although The Wall Street Journal had a high-performing e-mail onboarding experience for subscribers in their first 100 days, Brianne wondered if they could do more.

Her experiment with paid campaigns to boost content on Facebook increased the number of days per month new subscribers returned by 22% and improved their overall stick rate by 4%.

She believes media companies must diversify their staffs and do a better job at reaching younger readers: “The next generation of news readers is out there now, following the important stories and participating in activism. If news companies are only serving individuals who are reading today, they will fail.”

About Dawn McMullan

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