Primary Role
Head of Marketing and Communications @
Los Angeles

Person Details

Sarah Ross, Head of Marketing and Communications at Flipagram

waywire, a video curation network, has closed a seed capital round led by First Round Capital and Eric Schmidt’s Innovation Endeavors along with a group of angel investors. waywire is focused on providing a network that will serve to fundamentally alter the tone and content of public dialogue around some of society’s most pressing issues. The network provides original, syndicated and community created video content, allowing today’s digital generation to develop informed opinions on topics and then engage in positive debates and discussions.

Backplane unites people around interests, affinities and movements. www.thebackplane.com Founded in 2011 by Matt Michelsen, Troy Carter and Alex Moore, Backplane is a Palo Alto based start-up uniting people around interests, affinities and movements. A new type of social corridor, Backplane is home to many social communities including Lady Gaga’s #LittleMonsters. Backplane investors include: Sequoia Capital, Greylock Discovery Fund, Battery Ventures, Advance/Newhouse Investment Partnership, Google Ventures, TomorrowVentures, Formation 8, Founders Fund Angel, Menlo Ventures, SV Angel, Lerer Ventures, Vast Ventures, Metamorphic Ventures, WGI Group, and individual investors.

As Head of Digital at Katalyst, Sarah Ross is responsible for the general management of all digital lines of business for Katalyst Media, inclusive of social media strategy, programming, original content, campaign creative and marketing execution for brand clients such as Kellogg, Mountain Dew, Nikon, Purina, Intel, Yahoo!, HP, Gatorade, The United Nations, the Bill & Melinda Gates Foundation, and Harpo Productions among others. Ross leads business development and revenue generation for Katalyst’s digital unit. Under Ross’ leadership, Katalyst’s social media campaigns have won industry-level awards including a SAMMY Award (Kellogg Feeding America); People’s Choice Award (Twitter Race); OMMA Award (#endmalaria); and, the Advertising Age Digital A-List (DEWmocracy).

Prior to Katalyst, Ross held the position of Chief Marketing Officer at TechCrunch, responsible for all marketing and communications at TechCrunch, inclusive of producing the TechCrunch50 conference. As part of her work with early stage technology companies, Ross developed and executed the launch strategies for a series of technology start-ups including OOMA (VoIP hardware technology); Mixx (social media news aggregation platform); Intent (wellness category blog); and, Causes (Facebook’s largest application).

For nearly a decade, Ross worked at Yahoo! in various marketing and communication positions. As a Sr. Director of Marketing for Yahoo!’s Branded Content and Partnerships team, Ross was responsible for overseeing external communications, creative production, premium service sales, product positioning and media buying for Yahoo! Movies, Yahoo! TV, Yahoo! Games, Yahoo! Sports, Yahoo! Finance, Yahoo! Pay Direct, Yahoo! Health, Yahoo! News, Yahoo! Education, Yahoo! Astrology, as well as the online and offline marketing for Yahoo!’s content relationships with Mark Burnett Productions and Paramount Studios.

Before Ross joined the Branded Content and Partnerships team, she worked as Yahoo!’s Senior Manager of Corporate Communications responsible for executive media relations, external communications and corporate positioning for Yahoo!’s distribution agreements, advertising services, public policy, crisis communications mergers and acquisitions, and litigation. Ross, additionally, managed the company’s Community Affairs organization.

Pepperdine University M.A., Advertising and Communication 1990 – 1992

B.A., Advertising 1988 – 1990

Jobs (6)


Head of Marketing and Communications


Senior Director of Marketing


Chief Marketing Officer

Board & Advisor Roles (1)


Education (1)


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