SBJ/March 12 - 18, 2007/Forty Under 40

Jennifer Storms


Jennifer Storms
Age: 35
Title: Senior vice president, programming and marketing
Company: Turner Sports
Education: B.A., Northwestern University
Family: Single
Career: Joined Turner Sports in 1995 as programming manager and has risen through the ranks from manager to director to senior director of the Turner Sports marketing and programming department. Was named senior vice president of Turner Sports marketing and programming in November 2006. Prior to joining Turner Sports, Storms worked for the U.S. Olympic Committee. She served as the international games preparation liaison and lived in Mar del Plata, Argentina, from 1994 to 1995 working on the Pan American Games.
Last vacation: My last vacation is always my favorite one — skiing in Colorado with my parents.
Last books read: "How to Think Like Leonardo da Vinci,” by Michael Gelb, and "The Collectors,” by David Baldacci
Last movie seen: "The Departed”
TV show you never miss: "The Closer” when it is in season and "The Hills” for guilty pleasure
What’s on your iPod: A little bit of everything because my tastes change … Fort Minor, Carrie Underwood, Pink, Rascal Flatts, Andrea Bocelli, Kelly Clarkson, Sugarland, Third Day
Pet peeve: Slow walkers and people who are late
Greatest disappointment: Peaking too early in my skiing career and not making the Olympics
Best sporting event you’ve ever attended: Super Bowl XXXII. Watching my hometown Broncos and John Elway win his first world championship with a 31-24 victory over the Green Bay Packers
Fantasy job: I think that most people in the television business fantasize about being in front of the camera. I am relentless, so I dream about being an investigative reporter who doesn’t take no for an answer and catches all of the crooks.
Business advice: Listen to everyone. Read everything. Be a solutions-oriented person.

Jennifer Storms is used to navigating tough terrain given that she was a top-ranked skier as a teenager, so it's fitting that as senior vice president of marketing for Turner Sports, Storms is responsible for tracking Turner's constantly shifting consumer base.

"Keeping up with our changing consumer habits is evolving on an almost daily basis," Storms said. "Different consumers are touching our products, so reaching them and growing them can be like a gerbil in a wheel."

In addition to developing marketing research for Turner's sport-related properties with the NBA, NASCAR, Major League Baseball and golf, Storms oversees the planning and scheduling of Turner's on-air programming and is responsible for the network's off-channel marketing.

"Jen takes research, analyzes it and presents it so that we can go out and market our products accordingly," said David Levy, president of Turner Sports. "She sees what kind of viewers and demographics we have, and that is essential to help grow our ratings and our business."

Storms, 35 and a Colorado Springs, Colo., native, has always been involved in sports. She made Sports Illustrated's "Faces In The Crowd" section at age 13 for her skiing prowess. She also was a torch runner for the 1984 Olympics in Los Angeles. Unfortunately, that's as far as her Olympic aspirations took her, despite her early skiing success.

"I peaked too early in skiing," she said. "And I was too small. I got blown off the mountain by Picabo Street."

With her competitive skiing days behind her, Storms went on to a career in sports.

An internship with the U.S. Olympic Committee in Colorado led to a full-time job with the USOC in 1994. In 1995, she joined Turner as a programming manager and began her climb through Turner's ranks. In October 2006, she was named Turner Sports' first female senior vice president of marketing.

— John Lombardo

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