Lori Asbury is a highly accomplished media executive, entrepreneur and community leader. With over 30 years of experience in the television and advertising industries, Lori has an impressive track record of success in leading creative teams and driving revenue growth for major media organizations. Her education and hands-on experience at Gaylord College were instrumental in laying the foundation for her successful career. Her dedication to community service and involvement with organizations such as Mobile Meals and Second Harvest Food Bank demonstrate her commitment to making a positive impact in the world. Outside of work, Lori enjoys spending time with her family, competing in horse shows, and giving back to her community.
What year did you graduate and what was your major/minor?
I graduated in 1986, and majored in journalism radio, TV and film.
What is your favorite memory from your time at Gaylord College?
I was a student at the H.H. Herbert School of Journalism and Mass Communication before the school was renamed Gaylord College. My favorite memory was working with (what was then called) Sooner Network, the University produced news & information program. It provided hands-on training in producing a live broadcast. It helped lay the foundation and provide a solid experience for a career in Journalism. I also did an internship with the OU Athletic Department helping with the video production of Sooner athletics. I remember watching the Sooners win the national championship in football in 1985 from the OU Athletic video department studios. I’ll never forget it. BOOMER!
Do you have a favorite faculty/staff member at Gaylord?
The late Ned Hockman. He was so inspirational, but also very tough. He demanded excellence from his students because he genuinely wanted them to succeed. He challenged me in numerous ways. I will never forget him. He had a massive impact on me. A true champion of my early career, helping me carve my path to get into the business. I remained in contact with him for several years after I graduated.
How did your career path lead you to founding your own company, CMOco?
I have had a long career in Television and Advertising. I started on the video production side of the business then moved into management mostly leading creative teams tasked with marketing and advertising TV stations or networks. I worked my way up the ladder moving from market to market to advance my career. I also went back to school and got my MBA at Cornell University. This helped educate me in finance, operations, and organizational management and strengthened my pedigree allowing me to be more competitive for senior-level management positions in the television and advertising industries.
How did Gaylord College prepare you for your future career?
Having hands-on and internship experience while still in school was critical. While making good grades is important, work experience is what will set you apart and open doors, especially early on in your career. Even back in the late 1980s, the resources provided to students were extraordinary. The staff was extremely supportive and offered individual advice and guidance. I felt completely prepared to pursue a career in my field of study. It’s so exciting to see Gaylord College today and the abundant resources offered to students.
What advice would you give to current students aspiring to a career in mass communication?
Take advantage of what Gaylord College has to offer. Don’t be passive, be proactive and pursue any opportunities to get hands-on experience. Pursue internships while in college, even if for short periods, like over winter break. Work hard and don’t be entitled. Be prepared to put in long hours and go above and beyond to get ahead. Always be thinking about how you add value to your employer. The individuals who implement revenue-generating ideas will quickly rise to the top.
What do you consider to be one of the most significant moments of your career so far?
Being hired by the Fox Owned & Operated TV Stations group was a pivotal moment in my career. It allowed me to work at a high-level collaboratively with senior management across the country and forced me to focus more on the business side of television versus being solely concentrated on the creative side. I learned about business operations, human resources, and financial planning and budgeting. Working at Fox, consulting with the 35 owned & operated TV stations, prepared me for my job in network television with HGTV as well as exposed me to the inner workings of a billion-dollar business. Working for both Fox and HGTV, along with getting my MBA, provided a strong foundation and gave me the confidence to launch my agency.
What do you do for fun outside of work?
I own horses and compete at horse shows. I also enjoy spending time with my kids. My son is a freshman at OU and a student of Gaylord College, and my daughter is a junior in high school in Knoxville, Tennessee where we reside.
Are there any other organizations or projects you are involved with outside of your current job that you want to highlight?
I love community service. I think it’s good for the soul. I have been active as a volunteer with Mobile Meals and Second Harvest Food Bank in Knoxville and also served on some community organizations’ Board of Directors such as Fellowship of Christian Athletes and Shangri-La Therapeutic Academy of Riding.
