American Society of Magazine Editors

Dea Lawrence

Chief Marketing Officer


Dea Lawrence is the chief marketing officer of Variety responsible for driving Variety’s global branding and communications strategy. She leads their custom content initiative, the creation of ad sales programs and the social strategy and oversees all events, summits and PR.

Dea is a highly experienced, solution based, sales and marketing leader who knows how to monetize companies, from start-ups to traditional corporations. Her advertising expertise is vast including creating and leading publisher direct and programmatic strategies, positioning media and creative ad tech platforms to Fortune 500 brands and their agencies, ad serving, rich media, video, dynamic creative optimization and data targeting sales across video, mobile, tablet and desktop. She has built sales and marketing teams over the past 18+ years.

Throughout the 5 years she served as VP Sales for PointRoll/Gannett she provided strategic direction and guided her region’s focus to be customer driven. She and her team turned the region into a top producer of revenue locking in major accounts such as Bing/Microsoft, Hyundai, Volkswagen amongst others. As VP of Digital Sales and Marketing for Variety she was instrumental in the creation, development, and growth of the business, as well as building and implementing the sales strategy for all online advertising sales. She exponentially increased Variety’s online revenues and expanded their digital advertiser base to include auto, consumer electronics, travel, finance and retail. Additionally Dea forged partnerships, structured content deals and increased traffic.

In addition to working with Silicon Valley start-ups, she was the VP Sales for TubeMogul’s enterprise software solution and the head of western sales for AT&T Adworks’ first-party data offering across mobile and desktop.