Each month, industry news media organization XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry's most influential female executives.
JuicyAds’ Rainey Stricklin has had a long and successful record within the industry, touching the businesses and lives of many operators and peers.
The landscape is constantly evolving with new ad types, new technologies, new tools and regulations; it’s crucial that we stay on top of those changes and determine strategically what is best for JuicyAds and the clients we serve.
From affiliate programs to the billing space and on to the traffic market where she is perhaps most widely known, Stricklin has a vast range of experience across several of adult entertainment’s most vibrant sectors.
The recipient of the 2020 XBIZ Executive Award for Senior Leadership, Stricklin also served as Communications Director on Women in Adult’s original board of directors, back in 2004, illustrating her dedication to the group and longevity in the industry.
XBIZ: What did you do before joining the industry and why did you choose adult as a career path?
Stricklin: I was a journalist before entering the adult industry, working as a daily newspaper reporter and magazine editor. I moved to California and was hired to be a writer for an adult company, WebSide-Story. One week, the ad salesperson went on vacation and I filled in … I haven’t looked back since!
XBIZ: What attracted you to the JuicyAds team and how has your role evolved?
Stricklin: About 2014, I was feeling a bit disenfranchised with the industry after a few consecutive bad experiences and considered leaving altogether. Based on feedback from friends that worked at JuicyAds, I thought that might be a good fit for me. I didn’t know Juicy Jay at the time, but they brought me on to focus on the gay market. Before too long, I took over managing the sales team and eventually marketing. Today, I work closely with Jay and the whole team on most aspects of the business.
XBIZ: You’ve been a strong source of information for the community, sharing insights at events and in articles for years. How do you stay on top of market trends and make an effort to be a lifelong learner? Who in the industry have you found especially valuable as a source of wisdom?
Stricklin: I read a lot of business books and magazines, I watch seminars, listen to podcasts and try to pay attention to what others in the adult and mainstream are doing. I’ve also worked in a wide variety of roles in the industry from advertising to affiliate management to billing. I’ve also been a webmaster and affiliate, which I think gives me a well-rounded understanding of the business.
In my 23 years in the industry, there have been many, many people who’ve taught me so many things. If I had to name a few that have been the most influential in my career I’d say, Colin Rowntree, Morgan Sommer, the late Harlan Yaffe, my brother Joe Stricklin and of course Juicy Jay, with whom I’ve worked closely for nearly six years now.
XBIZ: How do you foster the partnerships that JuicyAds relies upon between advertisers and publishers, bringing together different stakeholders, especially in these socially distanced times?
Stricklin: The JuicyAds team is entirely remote, but we’re in constant communication with each other on Slack throughout the day. We work closely with our clients using a variety of methods — phone, email, Skype, Zoom and live support. The lack of tradeshows and conventions is the aspect of client relations that has changed the most. While we have sponsored and attended most of the virtual shows that various organizations have staged this year, we do miss seeing everyone in person and being able to meet face-to-face or share a drink or a meal together.
XBIZ: What are the most challenging aspects of your job and what are a few achievements you’re most proud of?
Stricklin: One of the most challenging aspects of my job is simply staying on top of changes and trends in the advertising world. The landscape is constantly evolving with new ad types, new technologies, new tools and regulations; it’s crucial that we stay on top of those changes and determine strategically what is best for JuicyAds and the clients we serve.
I’m very proud of our sales team of veteran industry experts. Though they were all at JuicyAds prior to my arrival, I’m proud of the way the team has come together as a cohesive unit that works extremely well together and offers a high level of expertise to our clients. Winning the 2020 XBIZ Executive Awards Senior Leadership award was a highlight for me, but I’m most honored that my team nominated me for it.
I’m also very proud of my part in the JuicyAds marketing machine. I think we’re well-branded digitally, in print, on social media and at events.
XBIZ: Describe your day-to-day duties and how you stay organized, while also being flexible enough to adapt as new situations arise.
Stricklin: I have my hands in a lot of aspects of the business, so every day is different. Over the course of a typical week, I work and meet with the management team, work with the sales team, write strategy, drive marketing, analyze statistics, keep up with market knowledge, work directly with key accounts and a million other things.
The tools I use most are Evernote, Slack, Todist and Monday. Other than a couple of weekly meetings, I keep my schedule flexible and try to just do the first thing in front of me.
XBIZ: What motivates you to continually improve, be it personal or professional passions, and what do you define as “success” in life?
Stricklin: My main source of motivation is a fear of boredom and complacency. Especially in my career, I continually strive to learn new things to keep challenging myself and expanding my horizons.
The key ingredient of success for me is a healthy work/life balance. I’ve been with my wife for 18 years, I’m close with my family and have some great friendships. My work is challenging and enjoyable and I work with an incredible team that has become a second family to me. I’m happy at work and happy at home, what more can I ask for?
XBIZ: Give us a glimpse of what lies ahead for your work in the coming months, as well as any interesting rollouts from JuicyAds.
Stricklin: The next few months will be an exciting time at JuicyAds. We’ve all been working hard on the release of our much-anticipated new user interface — UX13 as we like to call it — and a host of new features and ad types like native and full-page interstitials, and pre-roll video advertising.
For me personally, that will mean researching and strategizing on what features and tools will best help the advertisers and publishers we serve.
