Laura Froelich ’85, Head of U.S. Content Partnerships at Twitter, started out working in advertising sales for print media, first for Condé Nast and then for Ziff Davis. In 1998, while at Ziff Davis, her colleague Kirk McDonald told her that the internet was going to be a huge game changer. Today McDonald is CEO of North America at Group M, the world’s largest media investment company. Get out of print and come work for a digital publisher, he advised. Laura had the good sense to listen to him. Her career since then has mirrored the seismic shifts in how people access news and entertainment, and the rise of social media.
Shortly after McDonald gave her that prescient advice, Laura joined him at CNET, a web publisher. After a couple of years there in sales, she led product marketing across what grew into the CNET Networks portfolio of brands. When CNET Networks was acquired by CBS, she was offered a position with CBS Sports, a chance she leapt at. “I never thought when I began work for a tech publisher that it would lead to a job focused on my passion, sports,” Laura says. “This was a great lesson in coming to work as your whole self. Because they knew my track record as well as the fact that I was a huge sports fan, CBS offered me this dream position.”
Laura spent five years as VP of Product Marketing at CBS Interactive, where she developed product marketing and monetization strategies for premium sports content including NCAA March Madness, NFL and college football, PGA Tour golf, and the suite of fantasy games from CBSSports.com. In 2014, she left CBS for a position at Twitter, where she heads a team that helps the world’s top sports, entertainment and news organizations, to participate in, and benefit from, what’s happening on Twitter.
A lifelong Jets fan, Laura grew up going to games with her father. To be a Jets fan was in her blood, she says, and they were her team, win or lose. She was a Mets, Rangers, and Knicks fan, too. “In my senior year at Spence, my parents suggested I start paying rent at Madison Square Garden because I spent more time there than I did at home,” she adds with a laugh.
When she moved to California after graduating from Brown, Laura felt bereft with her fellow Jets fans 3,000 miles away, until she discovered Twitter and could watch games with other fans virtually. An avid Twitter user since 2008, she fully appreciated the power of the platform to bring people together around common interests when she went to work for the company. “Everyone who works at Twitter comes together to serve the public conversation. This is so powerful,” she says.
A dedicated recreational athlete, Laura runs, bikes, and plays tennis, and describes herself as “an aspiring golfer.” She has competed in triathlons, marathons, and 10K races. In 2009, she began raising money for Girls on the Run, an organization that builds self-esteem in girls by training them to run 10K races and mentoring them in life skills. For 12 years, she ran a race every month to raise money for Girls on the Run, a streak that was unfortunately broken by the pandemic.
Reflecting on how she came to work for Twitter, Laura says, “Young people often feel they need to be super intentional about every move, but the best things happen when you leave your mind open to opportunities in whatever form they may take. Those opportunities may not always be crystal clear when they arrive, but I learned that I needed to be open to the possibility that opportunities outside what I see today will exist. I just have to focus on building the skills that can translate into what comes next.”
Laura views her years at Spence as the foundation for everything she has done since. “Spence allowed me to find my voice in a way I might not have in a coed school and set me up for college and success in a variety of jobs.” To today’s students, she says, “Be as curious as you possibly can be about everything you’re learning. That will help you far beyond your years at Spence.”