Diane Penny was named senior vice president and general manager of NBC Sports Northwest, effective immediately.

Penny, who had been with Learfield, will bae based in Portland, Ore., and reports to NBC Sports Regional Networks president Bill Bridgen.

“Diane is an accomplished sports media executive, and we look forward to her leadership to take NBC Sports Northwest to the next level,” Bridgen said.

At Learfield, Penny most recently had been VP and general manager of Beaver Sports Properties, overseeing multi-media rights of Oregon State University Athletics.

Before Learfield, she worked with OregonLive.com, Good Morning America, Lifetime and CNN.