Rappaport begins her new assignment today and is based at the Scripps corporate office in Cincinnati, Ohio. She will work closely with station leaders to develop strategies that strengthen relationships with current advertisers and engage new content consumers.
"In addition to possessing years of branding, web development and television marketing experience, Jessica has fully immersed herself in social media marketing," said Brian Lawlor, senior vice president of the Scripps television division. "We created this position as part of an enhanced commitment to ratings leadership in all of our markets, and Jessica has the perfect mix of skills to take us where we want to go. I believe the underlying strength of our news product and Jessica's ability to expose more consumers to that product across multiple platforms is a powerful combination that advertisers will notice."
Rappaport, 48, comes to Scripps from Los Angeles-based Hollywood Branded, Inc., where she developed the social media strategy for the entertainment marketing agency.
Rappaport began her broadcasting career in the late 1980s in promotion and creative-services positions in Kentucky, Georgia, Oklahoma and Virginia, before becoming a brand management consultant for Frank N. Magid Associates, one of the country's leading research-based consulting firms.
From 2003 to 2005, she served as vice president of direct marketing for The Broadcast Team in Daytona Beach, Fla., where she developed and sold marketing programs for the broadcast industry. She spent the next five years directing the brand management, marketing and promotion strategies for four Hearst-owned TV properties in California. While there, she was selected as a participant for the Hearst Management Institute in New York.
In December 2010, Rappaport earned a master's degree in communication management from the University of Southern California. One of 19 students selected for the social media graduate program, she focused on analyzing market data, executing social media strategies, developing/writing web content and building loyal relationships online.
She earned her bachelor's degree in journalism and public relations from Western Kentucky University.
The E.W. Scripps Company is a diverse, 132-year-old media enterprise with interests in television stations, newspapers, local news and information Web sites, and feature syndication.
Scripps TV stations include:
KNXV Channel 15, ABC affiliate, in Phoenix, Ariz.
WFTS Channel 28, ABC affiliate, in Tampa, Fla.
WPTV Channel 5, NBC affiliate, in West Palm Beach, Fla.
WMAR Channel 2, ABC affiliate, in Baltimore, Md.
WXYZ Channel 7, ABC affiliate, in Detroit, Mich.
KSHB Channel 41, NBC affiliate, in Kansas City, Mo.
WCPO Channel 9, ABC affiliate, in Cincinnati, Ohio