Strengthening its executive ranks, leading in-game advertising company Double Fusion has named Jana Friedman to the role of Senior Vice President, Worldwide Advertising Sales. Friedman, who previously served as Double Fusion’s Vice President of Sales for the Casual Games Group, replaces Julie Shumaker, who is credited for building the company’s sales force and establishing Double Fusion as the leading provider of in-game advertising to the advertising and marketing community. Following a year of double-digit revenue growth for Double Fusion, the promotion also readies the company for continued acceleration in the multimillion dollar in-game industry. The announcement was made today by Jonathan Epstein, President and CEO, Double Fusion, to whom Friedman reports.
“I am thrilled that we have a talent like Jana Friedman to build upon the successful foundation Julie Shumaker created here at Double Fusion,” said Epstein. “Jana has been instrumental in developing our successful North American media business, and we’re excited at the prospects 2009 will bring as we further our commitment to provide free and ad-supported games for everyone.”
Friedman was recruited to build out Double Fusion’s Casual Games Group by Shumaker after serving in key sales roles at companies such as Conde Nast and Electronic Arts (EA). Now as the SVP, Worldwide Advertising Sales, Friedman’s newly expanded responsibilities include leading the company’s rapidly growing global representation of in-game advertising opportunities with over 30 of the world’s top-tier game publishers and platforms, including recently announced strategic partnerships with PLAYSTATION 3, THQ, SEGA, Eidos and Midway Games.
Friedman brings over a decade of proven media and advertising sales management experience and success to Double Fusion. Prior to joining the company, Friedman served as Associate Publisher of Brides.com, Conde Nast’s premier bridal site. Friedman’s team created unique programs that helped clients reach the highly targeted bridal audience, executing successful campaigns for a broad-reaching client list that included Discover Card, JC Penney, and Macy’s.
Before Conde Nast, Friedman acted as Senior Director of Online Ad Sales at Electronic Arts, where she oversaw a national team that was responsible for generating advertising revenue primarily on EA’s online platforms which included EA.com, Pogo.com, and The Sims Online Communities. Under her leadership, EA’s ad sales division developed innovative media programs and marketing solutions for companies on the cutting edge of brand innovation. Friedman pioneered some of the ad industry’s first video game deals and has led the recent advertising surge in the casual games segment.