Lara Richardson serves as Senior Vice President of Marketing for Discovery Channel. In this role she is responsible for creating and executing the vision for the Discovery brand across all platforms, including on-air campaigns, print campaigns, social networking, domestic distribution of creative content and the annual upfront ad sales presentations. Richardson’s campaign for Shark Week 2013, including the “Snuffy the Seal” promo, was record breaking. The Snuffy promo trended on twitter the day it aired and went viral, grabbing more than 6.5 million views on YouTube.Mashablereferred to the promo as “startling” while Business Insider described it as “shocking, awesome, and effectively getting fans pumped” for Shark Week.
During Richardson’s tenure, Discovery smashed several ratings records, including Shark Week in 2013 which was the network's most watched Shark Week ever. That success coupled with solid performances by hit series Amish Mafia, Gold Rush - South America and a strong beginning for freshman series Tickle made August 2013 the most watched August in network history. Discovery also experienced its best first quarter ever in both Men 25-54 and Men 18+ delivery during 1Q13. Earlier, the network was the #1 Non-Fiction Entertainment Network in 4Q12 with record ratings that landed Discovery in cable’s Top Ten for 2012 for both Total Viewers P2+ and Persons 25-54.
Prior to joining Discovery, Richardson served as Vice President of Creative for TLC, where she most recently spearheaded TLC’s rebrand and brought to life its “Red Door” campaign. Richardson also oversaw the network’s iconic “TLC Summer” campaigns. Additionally, she shaped the bold look and feel of some of TLC’s most popular and memorable series, including Jon & Kate Plus 8, Cake Boss, Say Yes to the Dress, Long Island Medium, and Toddlers & Tiaras,among others.Her efforts led to her team being named Marketing Team of The Year for 2012, as well earning numerous CINE and Promax awards.
Richardson rejoined TLC in 2009 after serving as Creative Director at the History Channel and History International for a year. During her tenure at History, she led their creative team and developed a strong brand presence through the oversight of all on-air elements for which she earned a national Emmy® Award. Before joining History Channel, Richardson served as Supervising Producer at TLC and Discovery Home Channel, where she produced the campaign for LA INK which delivered record ratings and TLC’s highest rated series premiere in five years.
In 2005 Richardson worked as a documentary filmmaker where she shot, directed, and produced the film,Katrina: A Volunteer Story for Discovery Production Group. The film documented her volunteer experience in the days after Hurricane Katrina, and premiered on TLC on August 28, 2006. Earlier she served as Senior Writer-Producer for Oxygen Media and Director of On-Air Group Promotion & Marketing for USA Broadcasting.
Speaking at: Making Sense of Marketing