The Weather Channel has identified a new ad sales chief, tapping Yahoo exec Beth Lawrence as executive vp of advertising sales and media solutions, effective Jan. 4.
Lawrence currently serves as Yahoo’s vp of agency development. She effectively replaces long-time Weather Channel sales topper Paul Iaffaldano, who left his post in October.
In 2004, Iaffaldano was named executive vp and general manager of The Weather Channel media solutions group. He joined the company in 1993.
Based in New York, Lawrence will report to president and CEO Michael Kelly. Christopher Raleigh, who was named senior vp and general sales manager of TWC’s media solutions unit in January 2008, will report to Lawrence.
In a statement, Kelly indicated that TWC would intensify its push into the multiplatform media space. “The addition of Beth to our strong interactive, cable TV and mobile sales teams will help accelerate our growth by providing advertisers unique ‘360’ media opportunities,” he said.
Kelly’s no stranger to digital himself, having served as president of AOL Media Networks before taking the top job at TWC in July 2009.
Prior to joining Yahoo in 2003, Lawrence held a series of sales management positions with AOL Time Warner and DoubleClick. A former Adweek sales executive, she began her media career in 1981.