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Building Business

Michelle Niven, 37


Oxygen senior vice president of affiliate advertising sales Michelle Nivens has always been interested in building business.

“During my time on the operator side, I worked closely with advertisers to help them build their businesses locally,” she said.

“When I came to Oxygen, I got an up close and personal look at how to start a business and build it from the ground up. Now, Oxygen has over 71 million subscribers, and over 85% of them are inserting local advertising on the network, thanks to our incredibly talented sales team.”

Niven leads the affiliate ad sales team, spearheading sales partnerships. She also works with affiliate marketing to develop campaigns and training programs for local ad sales initiatives.

Under her leadership, Oxygen has won three Cabletelevision Advertising Bureau Network Affiliate Sales Achievement Awards.

“Being an independent network,” she said, “we don’t have the leverage that the larger networks have, but we use that to our advantage by reacting quickly to business opportunities and aligning them with our larger affiliate goals.”

Prior to joining Oxygen, Niven was general sales manager for Cox Communications in Baton Rouge, La.