Samantha Skey is a digital media executive who has spent the last 20 years driving strategy, audience growth and revenue generation at companies ranging from CNET, The Walt Disney Company, Alloy Media, and Recyclebank. In 2013, she joined SheKnows Media as both CMO and CRO.
Skey spearheaded the launch of Experts Among Us, SheKnows Media’s contributor platform that joins bloggers, professional writers, credentialed experts, female entrepreneurs, and everyday hand-raisers with the brands that seek their support and influence. Experts Among Us, which began with 400 influencers, is now a 21,000-member network backed by SheKnows Media’s powerful, unique, and proprietary Momentum technology and the acquisition of BlogHer, digital’s greatest women’s blogging collective, in November 2014.
Coined in August 2014 by Skey, “Femvertising” is defined as advertising that employs pro-female talent, messages, and imagery to empower, not merely pander to or exploit, women and girls. Consolidating and publishing groundbreaking research in late 2014 that revealed the majority of women seek out products from brands whose ads breakdown gender stereotypes, Femvertising was covered by more than 40 leading media outlets, including TIME, NBC Nightly News, Fast Company, and Adweek.
In 2015, SheKnows Media launched the #Femvertising Awards, an annual program that, in its first year, honored premier companies like RAM Trucks, Dove, and Always for their pro-female ads and courageously responsible vision. With increased access and an empowered understanding of mission, Skey revised SheKnows' mission to “Women Inspiring Women" in 2015.