Media and Broadcasting Sales Local, Regional, National and International Advertising - Direct Response - Sponsorship - Technology
Filcro Media Staffing provides international, national, regional and local market recruitment of CRO’s, CSO’s, Presidents, Vice Presidents, Directors, Managers and Account Executives of advertising, direct response and sponsorship sales.
Filcro Media Staffing recruits senior sales executives for elaborate combinations of media platforms, media assimilators / disseminators to create “ideal” CXO’s or line managers for single or multicast multiplex media platforms and their associated operational and monetization management.
Broadcast TV & OTT
DOOH / OOH
Radio / HD
Online / Digital
Search Engine & MSO
Travel & Leisure
The firm headquartered in New York City also offers turnkey recruitment solutions for complete international, national, regional or local advertising sales force recruitment and their required sales support services structures anywhere in the United States, Europe, Asia, South America, Africa or the Middle East.
When identifying, recruiting and attracting a single key sales executive for leadership or an entire national sales force, Filcro Media Staffing utilizes proven methodologies to recruit and attract TV advertising and digital media sales executives. A honed "media sales profile" combined with over twenty-five years of media and broadcasting industry sales recruitment experience assures proper and timely identification. Hard and soft skill sets are analyzed on three levels to determine current and future capacity for each sales executive. Filcro Media Staffing is one the most effective media sales executive search firms in the world.
Filcro Media Staffing begins each media sales executive search with a complete understanding of a client's current markets - local, regional, national or international. Filcro Media Staffing utilizes a client company's current media brand penetration of markets through metrics such as SUBS, DMA's, CPM, uniques, category specific industry verticals, digital platforms and revenue to determine recruitment strategies. The firm then relates current budgets to an "ideal" and identifies the media sales executives with the proper management skills, client relationships, agency contacts and industry experience to facilitate the growth desired. Talented media recruiters that specialize in TV and digital media sales compile extensive search universes to recruit, tier and present in an expeditious manner. . When confidential change is a consideration, Filcro Media Staffing provides the sensitivities and experience to make transitions seamless, without industry or internal awareness
Skilled media sales executives are identified that manage entire media sales organizations, the development of sales staff, sales training programs, ad sales services, new business development, sales technology management, budget development, TV/online, OEM and multicast integration, sales planning, research, affiliate and digital / multicast network relationships and more.
When Filcro Media Staffing identifies advertising sales executives, they are uniquely qualified. We facilitate revenue enhancement and positive changes from a tactical and strategic perspective by utilizing specialized recruitment methodologies that are specific to the TV broadcasting and digital media and industries. - Client Rosters.
Global CRO Chief Revenue Officer Music Media & Entertainment
Music TV, Music Radio ,Music Merchandising, Music TV Networks, Music Production, Music Licensing and Music Publishing assets and monetization
BasedNew York, NY - USA Executive Search Firm Filcro Media Staffing Officer in Charge of SearchTony Filson reporting to the CEO and Investment Bankers Client U.S. holding company acquiring multinational music and music entertainment assets. Search Chief Revenue Officer (CRO) - Global Markets
Recognizing opportunities for music related content and merchandising this media holding company was formed to acquire under performing assets in and related to:
Music Artist Relations
Music Video Production
Music Entertainment Broadcasting
Music Dissemination: TV, Mobile, DOOH, Online, OD
The goal is to combine content and platforms across all music genres to provide alternative assimilation that coincides with the firm’s proprietary technology and intellectual property.
Executive Search Committee Member(s) Industry and Sector inclusion
Cable & Broadcast TV
Broadcast & Digital Radio
Mobile and Broadband
The CEO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search to identify the new CRO.
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search, The client CEO and a Managing Director of the investment bank met in New York to discuss current media holdings and those being acquired.
Filcro Media Staffing was engaged to identify the new CRO and to staff all front and back office in New York, Los Angeles, Chicago and Miami. Once the domestic markets were staffed, the firm was instructed to identify XVP level personnel for the U.K. ; EU ; Asia ; South America and The MENA.
The Music Media Networks will launch at a cadence dictated by acquisitions and monetization of infrastructure facilitated by new technology that merges cross-platform assimilation and dissemination of music entertainment.
Challenges Facing The New CRO
Guidance during the acquisition of media assets.
The merging and transformation of the acquired companies and their technologies as revenue drivers.
Establishing channels and modalities that utilize the companies proprietary technology
Setting new standards for sales planning, digital networks, ad agency and affiliate relationships in a multinational sales organization.
Review and identify key personnel with the ability to work with totally new offerings that undercut all current forms of music assimilation across 10 media platforms.
Filcro Media Staffing’s Recruitment Solution
Based on Filcro Media Staffing’s exposure to TV, Music, Technology and Media Merchandising is was determined that the proper CRO’s to recruit to monetize the organization were limited to 5 domestic and 3 international organizations. With assurances from the CEO that the search could be conducted by market driven factors, (3) three of the (8) were deemed appropriate and ultimately the merger of another media company facilitated the ability to attract our ideal at the cadence required for a global launch.
Successful CRO Recruited
This emerging and unique entity formally launched under the guidance of a highly skilled CRO responsible for generating many millions of dollars of music and entertainment revenue.
Cable TV & MSO
Radio & Music
Multicast & OEM
Filcro Media Staffing Broadcasting Executive Search Reviews
Chief Sales Officer (CSO)
Search Chief Sales Officer / Executive Vice President Client Global Media and Entertainment Conglomerate. Based New York, NY Search Firm Filcro Media Staffing Officer in Charge Tony Filson Reporting to Chairman of the Board
Client SituationAn executive search committee was formed consisting of representation from each primary constituency to identify an executive search firm to conduct the national search to identify a new global CSO/EVP. Objectives: Global Monetization and Media Asset Acquisition
Executive Search Committee Member Industry and Sector inclusion
Media Ratings Analysis
Music Publishing and Production
The executive search committee (ESC) unanimously voted to retain Filcro Media Staffing (FMS).
Filcro Media Staffing is Retained
Filcro Media Staffing with Tony Filson as Officer in Charge of Search (OIC), met with the ESC and commenced with the search by first reestablishing a consensus of the committee based on Filcro Media Staffing’s experience with similar searches for senior level media sales executives. The diversity of the business, technical and creative constituencies on the executive search committee caused debate as to whom the ideal CSO would be. After Filcro Media Staffing presented compensation and media platform budgets from previous searches in NY, CA and IL, the ESC agreed on the key experience criterion to be utilized for universe compilation.
Filcro Media Staffing was provided a strategic overview of where the board would like to see the firm from a structural and revenue perspective within 1-3 & 5 year increments. TV, Online, OEM and Mobile platforms were compartmented to assure that the budgets desired were realistic.
Some of the challenges facing the new CSO / Executive Vice President
Establishing offices in New York. Los Angeles, Chicago, Mexico, South America and Europe
Hiring sales staff and leadership for all offices
Creating a domestic and international sales operations infrastructure
Initiating domestic and global revenue share agreements
Setup digital ad network relationships
Streamline costs associated with business, technical and creative assets
Vendor Partnerships - Content Relationships
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in industry" CSO’s; EVP’s and SVP’s from appropriate media environments with a proven record of success in building solid infrastructure of companies with similar revenue generation goals in global digital and broadcast media markets.
As the board had setup 1-3 & 5 year revenue goals it was essential that the CSO had exhibited efficacy in multiple phases of revenue growth in the ten’s to hundred’s of millions of dollars at a similar cadence with startups or acquired media assets rolling out with similar distribution across the same combined media platforms.
The board required expeditious recruitment results to meet revenue projections to assure that the acquisition of a competitor could take place the following year.
Successful CSO / EVP Recruited
A CSO / EVP was identified, recruited and hired with both startup and global media conglomerate experience across three media platforms. This executive had led and grown teams in the $20 Million to $600 Million USD ranges.
From a cultural perspective the executive was well suited to work with the president of each respective operating group in technology and creative areas.
The new CSO / EVP was quick to setup US and international operations and the agreements desired by the board in line with their business plans. The proposed acquisition of media assets was facilitated.
Filcro Media Staffing’s OIC Tony Filson was complemented by the board for identifying an executive who exceeded their expectations. Subsequently, Filcro Media Staffing was asked to staff all sales and sales support staffing in New York, Los Angeles, Chicago and Miami.
Filcro Media Staffing Broadcasting Executive Search Reviews
Cable TV & MSO
Radio & Music
OEM & Multicast
A Filcro Media Staffing technology sales executive search case history for review
Media & Entertainment Television Network, Radio, Music and Digital Watermarking Technology
EVP / Senior Vice President National Broadcasting and Media Technology Sales
EVP / Senior Vice President of Domestic and International Broadcast Technology Sales. The CEO wanted to identify an executive who could play dual roles as an EVP of strategic development and SVP of Sales as the sales organizations were built-out globally.
Based New York, NY - USA Search Firm Filcro Media Staffing Officer in Charge Tony Filson Reporting to Executive search committee in New York, NY and client company CEO and President in San Diego, CA
A world leader in the development and implementation of technical work-flow and technology solutions for the media industries focusing on the copyright management, royalty distribution, E-Commerce, information, marketing and product distribution needs emerging from the confluence of the entertainment and media industries.
The firm holds a significant patent portfolio of proven watermarking technologies and applications which have emerged as the core media technology components for broadcast copyright protection architectures being developed for new digital media formats, CMS content management and broadcast distribution systems. Selected as the worldwide industry standard in copy protected Digital Audio and for the Secure Digital Music Initiative (SDMI), which has developed an architecture and specifications for playing, storing and distributing digital music and other media content, the was poised dominate audio, video and data watermarking.
The company offers media technology verification solutions spanning all media platforms, from broadcast and cable media to the Internet and a broad spectrum of physical formats from analog to digital consumer media disposables. Motion Picture Studios, TV Broadcasters, HD Radio and every Digital and Mobile Media Companies would all benefits from the firms technology, integrated seamlessly, through IT work-flow solutions.
An executive search committee was formed consisting of representation from each primary constituency to identify an executive search firm to conduct the national search to identify and recruit a new EVP / Senior Vice President of Technology Sales. The CEO based in San Diego, CA met with Filcro Media Staffing in New York prior to retaining the firm and asked that Tony Filson conduct the search as Officer in Charge (OIC) and meet with the executive search committee.
Executive Search Committee Member Industry and Sector Inclusion:
Radio Broadcasting - HD Radio
Music Production & Distribution
Network & Syndicated Programming
The Marsh & McLennan Company
JP Morgan Investment Banking
Major Consumer Electronics Manufacturers - OEM’s
The executive search committee and the investment banks with the CEO acting as point of contact, met with Tony Filson and retained Filcro Media Staffing. Tony Filson functioned as Officer in Charge to recruit the new EVP of Global Sales
Filcro Media Staffing Once Retained
Filcro Media Staffing Officer in Charge of Search Tony Filson met with the CEO and commenced with the search by first reestablishing a consensus of the search committee based on Filcro Media Staffing’s experience with similar searches and desired skill sets. There were varied opinions with regard to tactical and strategic weighting and autonomy. It was important that these issues were addressed prior to commencement. It was the opinion of Filcro Media Staffing from the onset that a talented pool of appropriate executives could be drawn from New York City and that a corporate relocation could be avoided even though the primary technology sales centers for the industry were operating out of two California geographics.
Filcro Media Staffing was provided with organizational charts and overviews of operations and personnel in New York City, NY; San Diego, CA; Los Angeles, CA and Chicago, IL. The O&D Charting provided by human resources gave great insight into what strategic changes would be required to enhance the effectiveness of the current technology sales force. This new EVP/SVP would have to be a skilled change-agent with acumen and experience more aligned to the modality of a global Fortune 50 for the sales efficacy the board was seeking .
The executive search committee gave full autonomy to the CEO and Filcro Media Staffing during the initial phase of universe establishment and tiering. It was not until the final (4) four candidates were identified that the ESC as a whole, participated in the interviewing process. The established hierarchy of desired skill sets and industry experience only changed once, with the key factor being a balance of strategic and tactical acumen. The fact that Filcro Media Staffing’s OIC Tony Filson reported to a single CEO and not the entire ESC enabled the final group of 1st tier candidates to be established and identified very quickly. Even with the re-weighting, all four of the candidates provided were considered qualified to assume the role.
Filcro Media Staffing was fortunate to have such an active CEO participate during the search who was so articulate and enthusiastic about the opportunity. This new executive was to be identified as the CEO’s “ideal” also as part of the CEO’s succession plan.
Due to industry positioning / pending litigation / prior practices and “venture capital” financing issues the search required a very well rounded EVP/SVP who would play more of a strategic role then tactical as would be the norm in other similar sales environments. An executive had to be identified that could change the entire sales function from the ground up in a very brief period of time. With personnel changes, training and best practices all requiring immediate attention while increasing sales production. The board needed an executive with prior experience within marketing and sales development of core practices in related media environments that initiated systemic changes in targeted client relationships. This experience could come a compilation of industries provided the Motion Picture, Television, Broadband and Music industry sales channels could be monetized within the desired 1-3 & 5 year sales budgets proposed.
Challenges Facing the New EVP / SVP
Sales Services & Sales Operations
Adaptation of Technology to Client Needs
Financial Management and Budget Controls
Internal Marketing - Sales Relationship
Board of Director Reporting in an Evolving and Changing Board
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in industry" EVP’s / SVP’s with a proven record of success in the creation of profitable revenue in the targeted media environments that this executive and his staff would be cultivating. Exposure to content providers, producers, media companies, advertising agencies and advertisers (GM, Coca Cola, P&G, McDonalds, Paramount), and other targeted customer groups that could utilize this media technology would be essential.
An executive capable of focusing on “broadcast data products” while also servicing and selling to broadcast advertising, broadcast networks, music and media content programming concerns was essential. As profit margins were higher for specific media platforms and delivery systems the new EVP / SVP should be someone to capitalize on these advantages.
The growth of licensing revenue from the company's rights management software was of particular concern to the OIC. This “shared” function could cause the new EVP / SVP if not completely capable of delegating with authority to lose autonomy in technology revenue generation. We needed an executive who had prior broad and diverse reporting responsibilities in the past with product development interaction, supply chain and global distribution.
With the management of the entire sales organization in New York, Los Angeles and Chicago consisting of VP’s, Directors, Managers, sales support and customer service all falling to this new executive we needed an executive who was very hands on who believed in an open door policy. Creating a new budget, sales quotas, sales objectives, sales incentive programs, development of transparent pricing and reporting on a weekly basis to the board of directors were essential and we wanted an executive who would have a brief learning curve consisting primarily of culture and current clients vs. tactical acumen.
The investment banking contingent from JP Morgan and Marsh & McLennan were insisting on an executive with strong financial controls experience. Not only would this executive be establishing incentives for the sales force, they would also be involved in attraction and retention which gave them control of stock options. Maintaining revenue projection estimates and translating that data into systemic programs for the sales teams again required a person who had built a sales organization from inception to sell to media companies like:
The firm’s department heads seemed at odds in the beginning to acquiesce control of their failing practices. The OIC also felt that an executive who was a strong external team builder who could gain consensus by empowering managers would be needed immediately.
From a strategic perspective this media executive would have to establish International joint ventures to expand globally into (3) three primary media markets. The OIC felt that prior experience in managing multiple domestic and international offices would be essential.
Successful New EVP - SVP Recruited
A Senior Vice President form one of the worlds largest advertising agencies was identifie, recruited and attracted by Filcro Media Staffing. He was a global brand builder with proven successes in integrated brand communications and in managing people and practices all over the world.
He built successful brands for major marketers in multinational markets for (Procter & Gamble, Dell, Danone, Glaxo SmithKline, Merck, Mattel and Novartis). Leading brand businesses both globally from New York and on the ground in Asia, Europe and Latin America he managed (hiring, training and motivating) people with diverse backgrounds.
His success with initiating integrated brand communications for both traditional media and media technology companies was an ideal fit for the client company based on what they demanded from the Marketing / Sales balance of experience.
The New EVP / SVP Filcro Media Staffing recruited led the integrated brand communications of P&G Pringles internationally and managed five regional teams (Europe, Latin America, Northeast Asia, Greater China and Asia Pacific). Provided consulting support to the Oracle Group (Technology) on management of its global business. Led the Orientation account (Technology) and its marketing strategies and contributed significantly to making Pringles, P&G’s most integrated brand, (sales grew +20% annually to over $2 billion, one of the top five P&G brands). He also initiated holistic strategy tools for Pringles and implemented an array of services under its wing while he developed revenue models and contributed to winning some the largest technology and consumer product clients in the industry.
He led the account and strategic planning groups, new business efforts and operations for 130+ person agency and led all services for P&G, Dell, Glaxo, SmithKline, Danone, Merck, Novartis and BAT, while increasing agency revenue +30% by winning new business from Glaxo SmithKline, Merck, BAT, Block Drug, Novartis and P&G. He also managed the development of Dell’s successful technology sales entry into Japan.
This executive is doing exceptionally well and has accomplished everything the board has required. The fact that he speaks four (4) languages fluently has contributed to his international strategic penetration. His proven record of success continues today.
This EVP / SVP scored exceptionally high on the firm’s Capacity Profile and the client company has obtained an unusually high potential executive who will serve the firm well as he takes on increased responsibilities and provides the CEO with his desired succession plan well into the future.
Cable TV & MSO
Radio & Music
Multicast & OEM
A Filcro Media Staffing TV Technology Sales Executive Search Review
First Tier U.S. Multinational Media and Entertainment Conglomerate
Based New York, NY - USA Search Firm Filcro Media Staffing OIC Tony Filson as Office in Charge of Search Reporting to Network COO and Network President, New York, NY - USA Search Senior Vice President – Network Sales Services Operations and Technology
A global media and entertainment conglomerate seeking to upgrade their sales operational and sales IT information technology infrastructure to optimize process and advertising dollars across all their media platforms.
This network with over 130,000,000 subs is advertising driven and is still growing based on branding and new programming initiatives across a multiplex of offerings.
New York, Los Angeles, Chicago, Detroit and Washington, DC offices are AOR’s relevant to this search.
The Network President and Chief Operating Officer felt it was essential to upgrade the capacity of the Networks’ sales operational function across TV, On Line, Mobile, HD Radio, Out of Home, OEM and On Demand.
Traffic, Inventory and planning functions needed to be centralized to optimize efficacy and lower sales operational costs through retooling of hardware, software, process and human resources to facilitate multicast dissemination and monetization.
Current IT systems and software required upgrading to integrate a (6) six platform plan that was seamless internal and external to the Network.
Continuity and stability from an HR perspective were also needed as turnover was exceeding the industry mean. We wanted an individual who could bring hard and soft assets together while assuring that IT and Sales were provided with proper guidance to accomplish the Network's business goals. This new Senior Vice President would be tasked with improving the culture and work environment to bring about stability and internal growth opportunities for employees
Industry and Sector inclusion
Broadcasting - Cable Television
Broadcasting - Network Television
IT Broadcast - Systems Providers
IT Broadcast - Software Providers - CONUS and OCONUS
The COO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search after conducting their own internal and national identification efforts.
Filcro Media Staffing is Retained
The FMS Officer in Charge of Search Tony Filson and the COO verbally initiated and completed the search document after one in person meeting and guidance from Human Resources. Based on Filcro Media Staffing’s intimate knowledge of the space, along with extensive executive search experience in Broadcast Sales Operations the firm was able to proceed with the search the following business day. Tony Filson was asked to review the entire IT infrastructure related.
The Filcro Media Staffing OIC and client COO looked at ideals from a revenue, performance and IT perspective and AOR’s that required immediate optimization servicing the Network Advertising Sales organization front and back offices as well as client and advertising agency relationships. Reviews of O&D charting also took place.
Some vendor (IT) relationships, succession planning issues and office relocation time lines were set at a realistic cadence so day-to-day planning, traffic and inventory would not become secondary.
Filcro Media Staffing reviewed all (IT) hardware and software relevant to sales and sales operations along with client supplied O&D charting to establish what hard and soft resources could be utilized as part of the consolidation while upgrading traffic, inventory and planning across all the new multicast media platforms.
Understanding what changes and training had to be made from a Human Resource and IT perspective, directly or on a dotted-line were important to determine at what stage(s) vendors would setup redundant systems, close down legacy resources and initiate through IT and the NOC a seamless transition to sales multicast dissemination and monetization.
Challenges facing the new Senior Vice President
Network Advertising Sales Information Technology Adaptation - Hardware and Software
Training & Development of TV Network Sales Front & Back Office
Consolidation of National Sales IT, Inventory, Traffic and Planning Resources to Network Sales in New York City While Continuing Service to East Coast, West Coast and Midwest Regions.
New Financial Reporting Guidelines
Adaptation of New and Old Technology to Client and Agency Needs
Continuity - Lowering Employee Turnover
New Agency Partnerships - Relationships Across Four Media Platforms
Adapting to a Newly Defined Multiplex
Technology to Address ADU Issues
Filcro Media Staffing Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in class" executives from TV networks who presently exceeded or matched the SUB #’s of the client company.
A real technologist with exceptional soft skills was required with below, on and above line efficacy in a national broadcaster that disseminated across multiple platforms.
Our firm’s ideal was an executive who had built a new Network and or also guided a large Network through the upgrade and consolidation process from an IT and Sales Operational perspective.
An executive capable of maintaining day-to-day operations while transitioning the Network was essential.
Team development was essential with multiple offices located throughout the United States this executive would have to guide IT, Traffic, Inventory, Sales, Sales Services and Human Resources
One part of our solution was to identify an executive who had also gone from a decentralized to centralized function in the past. This would solve many issues from the onset and let us concentrate on other skill sets. The difficulty was that few networks had integrated TV, Inventory, Wireless and OD to the extent planned for the Networks’ model. We needed a TV Executive with exceptional IT and advertising sales operational management experience.
Successful Senior Vice President Recruited
A Senior Vice President of Network Broadcast Operations based in New York City with everything required to meet the client's business objectives and move them forward to compete with other Networks that had already monetized each platform separately.
This executive was responsible for all functions in one the worlds largest media and entertainment conglomerates across multiple networks and fit in well with the new company's multiplex ambitions.
The entity was a direct competitor of the client company down to the specific genres offered across their multiplex or multiple Networks.
The new SVP facilitated similar technology, consolidation and optimization across four media platforms successfully where others in the industry had failed. He was an exceptional technologist with strong management and soft skills.
As a mentor and builder of strong teams his identification caused highly skilled people to come forward with newly needed skill sets to join him at the Network. This lowered hiring costs and allowed for an immediate adaptation to direct IT and vendors to implement advanced broadcast sales technology for our client.
The SVP has made a smooth transition, is functioning with exceptional efficacy and exceeding the client's operational and technology expectations mandated at the onset of the search.
Cable TV & MSO Sales
Broadcast TV Sales
Digital Radio Sales
Multicast & OEM Sales
A Filcro Media Staffing Sales Executive Search Review
Vice President National Online Advertising Sales
Based New York, NY - USA Executive Search Firm Filcro Media Staffing with Tony Filson as OIC Reporting to Client COO in Washington, DC - USA
The Interactive Division of a multiplex cable television network with over 100,000,000 subs. The Network is a division of a major media and entertainment conglomerate. The client enjoys niche dominance and branding on many platforms as a multiplatform, multiplex, multicaster serving a wide group of diverse demographics.
Vice President National Online Advertising Sales
The COO of the Interactive Group wanted to expand the advertising sales force by identifying a key sales executive to manage and build a national sales force in New York, Los Angeles and Chicago and the required back-office sales operational and client services infrastructure.
The COO was introduced to Filcro Media Staffing by the President of TV Network advertising sales who had conducted other senior level national advertising sales searches utilizing Filcro Media Staffing in the past.
Industry and Sector Inclusion
Book and Magazine Publishing
Interactive Media and Search Engines
The COO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search.
Filcro Media Staffing is Retained
Filcro Media Staffing Officer in Charge of Search (Tony Filson) had conducted many searches for the client company in the past and the COO was able to covey tactical and strategic goals without having to convey cultural nuance. Filcro Media Staffing’s successful experience with similar searches to monetize digital content across multiple media platforms and achieve business goals permitted a detailed understanding of what the COO was seeking in the new Vice President of Sales.
The COO of the Interactive Group was an exceptionally articulate and gifted media executive who able to covey his strategic goals clearly. His primary focus was to establish a national digital advertising sales organization that would be led by an executive who could lead and mentor others to gain internal and external consensus for convergent programs across multiple media platforms. At the same time, this new Vice President of Online Advertising Sales would be expected to function tactically across multiple verticals with clients and agencies and enjoy the duel player coach roles.
The COO wanted to remove himself from the advertising sales function to concentrate on the strategic business goals of the firm. The new sales executive we identified would be required to capitalize on convergent programs with the TV and Motion Picture Studio Divisions while building the Online Interactive Advertising Group (OIAG) to be a strong standalone entity unto itself. An online advertising sales executive who functioned with autonomy in the past while building national sales infrastructure in New York, Chicago, Detroit and Los Angeles would be required. Identifying the right cultural fit for the organization would be a challenge.
The character, morality and work ethic of this new Vice President were as important as their business acumen. Anyone speaking with the COO would immediately recognize he is a fine gentleman who wanted the new Vice President to be a reflection of what he had built over the years.
Some of the challenges facing the new Vice President
Building A National Sales Infrastructure
Mentoring Current Sales Staff
Adaptation of Creative Product to the Client
Formulation of Product for Future Platforms
Financial Management and Budget Controls
Client, Agency and Digital Network Relationship Building
Human Resource Concerns
Building Internal Consensus for Convergent Programs
Building Client and Creative Services, Inventory and Traffic
Building a Planning Process That Benefited TV and Interactive to Optimize Dollars
Filcro Media Staffing proceeded to identify over 100 executives in our initial universe of senior directors and vice presidents. Those with related convergent experience in broadcasting environments were top tiered and ultimately eight executives were recruited to participate in the search out of 23 “ideals” from broadcast and cable TV national online advertising sales environments.
It took three and a half weeks in total to identify, recruit, attract and qualify five top candidates from the eight candidates 1st tiered. The COO moved quickly to take advantage of Filcro Media Staffing’s cadence. The candidates with proven records of success were verified on (4) four levels and the pool was complete with three exceptionally qualified candidates from TV Network and Interactive Media & Entertainment environments.
The three final executives were all capable of building nationally and focusing on sales team development that could be responsive to clients and agencies tactically and strategically. Sales budgets were also similar and in line with the type of growth the COO expected over the next few years. The COO ultimately spent considerable time making his final decision as he truly felt that two of the executives reflected “exactly” what he wanted in his new Vice President.
Successful Vice President of Advertising Sales Recruited
The new Vice President ultimately hired had built a world-class national on line advertising sales organization as well as a self-sufficient New York, Los Angeles, Chicago and Detroit offices that facilitated sales, sales engineering, customer / client services and media operations. He had increased operational efficiency and customer retention by restructuring the advertising sales organization into three groups: sales, customer service and sales engineering. He was ideal to implement the type of “Change Management” that the COO wanted to differentiate Interactive Sales from the TV and Motion Picture Groups.
The new Vice President's prior experience renegotiating contracts with existing clients would also enable him to set new pricing points once he instituted the changes desired to creative content to meet the needs of new clients in desired verticals. He had lead account management teams in successfully implementing, tracking, reporting and optimizing interactive marketing campaigns to exceed specific ROI, CPA, CPL and CPS metrics. He was projected to increase sales by over 250% in his prior environment.
A prior track record of being transparent and accessible to management and board members was another key factor. The COO felt comfortable knowing that this new Vice President of National Advertising Sales was capable of detailed financial and sales reporting and being transparently accountable for his directives.
Working with and enhancing key relationships with clients and representing his prior employer(s) at industry trade shows, conferences and network events, including iMedia, IAB, Shop.Org, i-adworld, MediaPost and Ad:Tech also made him a very visible person in the interactive community and noted were speaking engagements included BtoB’s Meet the Experts and IAB’s Search Road Show .
With clear strengths in new business development, team building, financial management and a creative capacity with interactive product development this executive was a true match on every level. His education being focused on finance, the COO knew that the new Vice President would express fiscal responsibility in all the areas that reported into him.
On a cultural level the new Vice President was very much like the COO and a good fit for the organization. The new Vice President is known as a caring, honest, smart and diligent executive by those who know him personally and professionally. Our firm was very fortunate to bring forward such a talented executive to be hired who could facilitate every aspect of the COO’s immediate and long-term business objectives.
This executive has accomplished everything the COO mandated and Filcro Media Staffing was instrumental in identifying subsequent sales executives as the executive search firm of record that built the national infrastructure desired around the Vice President in New York, Los Angeles, Detroit and Chicago.
Cable TV & MSO
Multicast & OEM
Filcro Media Staffing Broadcasting Executive Search - Media Sales Search Group
This Filcro Media Staffing case history profiles Filcro Media Staffing as the search firm of record with Tony Filson as Officer in Charge of Search to recruit a National Vice President of TV Network Digital Advertising Sales to be based in New York City and lead a team of exceptional ad sales professionals.
Vice President National Advertising Sales Integrated Digital Media
Position Vice President National Advertising Sales - Integrated Media
Platforms Cable TV, Satellite TV, Mobile, Online, OTT, OEM
Offerings Traditional TV Advertising Sponsorship & Network Tentpole Events Mobile / Online / Digital Ad Nets Social Networking OEM Integration OTT Channels
Based New York, NY 10019 - USA
The Broadcaster A multicast multiplex cross-platform TV Network with advanced modality in areas relevant to monetization, dissemination, technology and broadcast industry integration to optimize advertising sales associated with (8) eight media platforms. It is the noted leader in their genre in one of the most competitive spaces across all their platforms in domestic and international markets.
Direct Report Executive Vice President Sales (EVP)
Client Situation The Executive Vice President and President of Network Sales was seeking change agents to assume leadership and enhanced revenue roles across the TV Networks’ sales offices in New York, Los Angeles, San Francisco, Detroit and Chicago.
The firm was first charged with New York and asked to identify a Vice President and Director of national advertising sales. This case history profiles the identification, recruitment and attraction of the Vice President that actually took place, subsequent to Filcro Media Staffing also recruiting the new Director of National Advertising Sales East Coast.
Solution Based on Filcro Media Staffing’s prior experience recruiting for each individual media platform and also for integrated TV Network media platform executives, Tony Filson as Officer in Charge of Search opted to start with digital revenue goals associated with each channel/multiplex channel for the Networks and initiate universe compilation based on the revenue objectives of the Network EVP of Sales.
Tony Filson directed Filcro Media Staffing’s recruitment research staff to break down New York markets based on the advertising agency and direct client spends across the business and industry verticals relevant to the demographics of each of the Networks’ channels associated with each digital platform. Combining these numbers offered many challenges as in some instances mobile and online numbers were integrated as were TV / Digital ad spend dollars that sometimes overlapped with OTA, MSO and Satellite. Some dollars were also stripped out of Network On-Air spend. Deriving social networking numbers “as drivers” was also a challenge as many of these metrics were in non-rated environments. Tony Filson opted to look at the new VP as a player coach and separate the numbers accordingly to coincide with the Network sales budget and Network revenue goals while maintaining weighting towards genre and revenue gaps the EVP wanted to fill from an agency and direct client perspective.
As the firm had also been retained to recruit in Los Angeles and Chicago we opted to identify the New York Director of National Advertising Sales first when an exceptional Director was identified that represented “substantial revenue”. Based on the proximity of the firm’s executive offices, the advertising agencies and the higher expectations of revenue budgets from New York, this was logical and proved to be effective from a process perspective even if we had to relocate the National Ad Sales Director to New York. The EVP appreciated the fact that the firm did not miss this opportunity and seized the moment.
Monetization was no doubt Filcro Media Staffing’s primary focus here but the Vice President also needed to build an esprit de corps that would require immediate attention. The EVP made it clear that the work environment should one that attracts sales professional based on a positive reputation in the industry that rewards success.
With the multitude of B2B, B2C & C2C offerings we needed a Vice President who could hit the ground running as they would have to hire additional staff as Sales Managers, Directors, National Account Executives and Sales Support staff once initial budgets were met. With so many opportunities for traditional digital ad sales and sponsorship revenue for the TV Network and Digital tentpole events it was essential that this Vice President of Digital Sales was able to recognize opportunities that most advertising sales executives would not capitalize on based on the need to establish strategic partnerships with senior level executives at the advertising agencies and direct with clients on the CMO level. This Digital Sales VP would need to create opportunities and work cohesively with TV Ad Sales in a manner that benefited ON-Air and On-Line budgets in a reciprocal manner.
VP’s as player/coaches in each geographic (East/West/Midwest) Vice Presidents in this firm have to work with ideation, RFP response, traffic, inventory, sales budget, training, sales planning, upfronts and research resources that all needed to be utilized and constantly optimized based on market conditions. The internal relationships could be complex with TV, Motion Picture, Music, Radio, Entertainment and other sister companies that could offer revenue opportunities. The Vice President in New York had to understand the importance of building solid relationships so each platform, ad agency, client and the consumer were involved in seamless assimilation and dissemination of everything required to drive a successful world class sales organizations’ business goals.
One concern of Tony Filson was the optimal mix of clients and agencies to support such the diverse offerings of the TV Networks and not overlap with the current Director and Account Executives. As examples: CPG, QSR, Automotive, Beverage, Adult Beverage, Travel, Apparel, Entertainment, Footwear, Electronic, Financial and Gaming would lean towards specific genres and in some instances, day parts and rotations with different media contacts at each agency. The Digital music offerings had their own challenges too. R&B, Country, Rock, Jazz, Latin, Pop, to name a few would no doubt offer individual challenges and advantages. Finding a person with the right agency and client mix, without conflicts, would be essential.
Filcro Media Staffing’s recruitment experience directly related to this search was essential to bring this to fruition. The firm completed the search ahead of the proposed schedule and the EVP was very pleased.
The New Vice President The new East Coast Vice President of TV Network National Digital Advertising Sales recruited by Filcro Media Staffing was hired by the EVP from an initial pool of 42 candidates, placed into 3 tiers, with 3 candidates ultimately making it into the first tier based on 18 variables.
With 20 years of combined media sales work experience the new Vice President was a well honed advertising sales executive with exceptional leadership skills and a rain maker.
Tony Filson as officer in charge of the search had recruited other executives from the same firm in the past and was drawn to the environment knowing the O&D charting of the sales organization, culture and budgets. This was a distinct advantage for the EVP and the Network in meeting the firms’ deadlines. Filcro Media Staffing had no conflict of interest nor was the new Vice President employed at a firm that had retained Filcro Media Staffing within the past year.
Most currently the new Vice President worked for one the largest media and entertainment conglomerates in the world and his client/agency roster was a perfect match as was the revenue he produced and managed to meet the TV Network Digital revenue goals for the East Coast.
Coming from a multi-billion dollar media and entertainment brand the EVP and the new Vice President had a great deal in common with their revenue expectations and the process to accomplish their revenue goals. There was a tactical and strategic meeting of the minds that would form a strong foundation to exceed budget expectations the first year.
What pleased the EVP was the unique fit this new Vice President was from so many perspectives. Not only had he worked in OTA, Cable and Satellite, his Online, Mobile and Social Networking integration was outstanding. It wss also the cultural fit. Even with stellar references on four different levels and industry accolades, the EVP made the new VP prove and justify the autonomy he would be granted was warranted.
This was a fun and rewarding executive search for everyone involved. Even with the busy schedule of the EVP and the President of Network Sales, Filcro Media Staffing managed to bring this search to fruition at the cadence promised and 3 weeks ahead of schedule.
A Media & Entertainment Conglomerate Cable TV Network Executive Search Review
Senior Director Sales Planning and Sales Planning Operations
Search Senior Director Sales Planning Based Chicago, IL - USA Search Firm Filcro Media Staffing Officer in Charge Tony Filson - New York, NY Reporting to President TV Network Sales - New York, NY
VIACOM is a leading global media company, with preeminent positions in broadcast and cable television, radio, outdoor advertising, and online. With programming that appeals to audiences in every demographic category across virtually all media, the company is a leader in the creation, promotion, and distribution of entertainment, news, sports, music, and comedy.
Viacom's well-known brands include CBS, MTV, Nickelodeon, Nick at Nite, VH1, BET, Paramount Pictures, Infinity Broadcasting, Viacom Outdoor, UPN, TV Land, Comedy Central, CMT: Country Music Television, Spike TV, Showtime, Blockbuster, and Simon & Schuster.
The President of TV Network Sales was seeking greater efficacy on a tactical and strategic level to enhance revenue.
Executive Search (ES) Member Industry and Sector Inclusion:
Cable TV Network - Multiplex
Broadcast TV Network - Major
The President identified Filcro Media Staffing Tony Filson (TF) functioning as Officer in Charge of Search. The firm has conducted numerous similar searches “above, on and below line” in the past and the familiarity with the ideal skill sets, culture and strategic initiatives relevant the TV Network's practices were advantageous the the Network and assuring an expeditious search.
Filcro Media Staffing is Retained
Filcro Media Staffing Officer in Charge of Search Tony Filson worked entirely with the President of Network Sales to establish a consensus of the type of improvements that were needed to enhance sales operations that could facilitate revenue growth. The President was very clear as to the specific functions and areas of concern that needed to be addressed in this geographic. The Midwest offered a unique opportunity for the proper Director.
Filcro Media Staffing was provided with technical, sales, operational, organizational, financial, cultural and creative overviews requested to evaluate all hard and soft assets as they relate(d) to the skills and experience required of the new Director of Sales Planning and Sales Operations (DSP). Specific tent pole events and preemption of programming in the past were examples of areas where wanted someone with a calm and collected demeanor when rapid changes were required.
The current DSP was not appropriate based on the growth the Network had experienced recently and the additional growth that was anticipated in the near future. The President wanted this position to become more strategic as opposed to tactical and to grant greater autonomy across all traffic, planning, inventory, reporting, training and associated sales functions would be mandatory. By utilizing previous documents from other similar searches, a compilation of appropriate skill sets was utilized with latitude during universe compilation and tiering.
The hierarchy of desired skill sets and industry experience established placed great emphasis on the new DSP taking initiative and formulating practices that would increase efficiency across all areas relevant to Sales Operations and establishing enhanced lines of communication with Programming.
The building and mentoring of staff to proceed with strategic initiatives involving the Midwest and West Coast was essential. Greater stewardship was needed in the development of soft and hard assets reporting into this Director of Sales Planning.
New software being reviewed at the time involved contract negotiations and establishing a new vendor relationship key to planning across three media platforms.. This technology upgrade required a person who was familiar with the review and implementation of new sales systems. The President wanted a Director of Sales Planning and Operations with the capacity to take ownership of the process as it related to a new joint IT and sales planning initiative where this new DSP would work as a committee member with the Network's IT staff as they transition and train the sales assistants, sales planners, inventory, traffic and account executives over to the new system. The ability to set a a clear syllabus with benchmarks for HR Training and Development would also fall to this person.
Universe compilation and tiering had to be setup in multiple frames for this search. With so many variables involved it would ultimately be a compilation of skills and experience as opposed to specific weighting. It was essential to give the President everything he needed with different weighting variables so he could determine the strategic value of each candidate that we “first tiered”.
Filcro Media Staffing was very fortunate to have a President of Network Sales who had such a clear vision of where he wanted the Network to be from a market and revenue perspective in the near future. As opposed to him giving the search to a EVP, SVP or VP he opted to to take a hands-on approach to assuring that the person was proper strategic fit for his expansion plans.
Geographic issues were few. Chicago offered many choices as to where and how the firm would start universe compilation. Since relocation was also an option we started with the four primary markets relevant to a DSP and worked outward from Chicago. Proper attraction on this market has generally been through relocation.
Of the targeted environments we established nationally as primary for universe compilation all were positive and relocation proved to be a moot point in the end but many of the candidates exhibited everything the president wanted in his “ideal”.
Challenges Facing the New Sr. Director Sales Planning (DSP)
Ad Sales Planning
Ad Sales Systems and IT Acumen
Ad Agency Accountability
Optimization of Revenue
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify "Directors of Sales Planning with proven efficacy in every area relevant to the President's initiatives. Subs and revenue targets were matrixed to allow greater access to high-pot Senior Managers as well as Directors. The Network is very much in a growth mode with 100 million subs and going strong.
An executive capable of focusing on sales operational team development and sales infrastructure was essential. The client base, advertising agencies, account executives and sales planning staff had to witness a “clear” difference in the policies and procedures being brought in that would enhance efficacy as well as the bottom line. This new Director's soft skills were of key importance.
The strategic skills required would prove to differentiate the top four candidates but the tactical reviews we conducted offered greater insight into day-to-day running of the department and those that really understood the strains of an upfront, preempted programming, make goods and presenting the proper plan the first time. Avoiding ADU issues by improving process was something we wanted to accomplish not just through proper assimilation of media metrics but by properly applying these analytics.
Successful Director of Sales Planning Recruited
The new Director we identified was very hands-on. She was a skilled teacher in every area of concern to the President as confirmed in our skill set reviews:
Her ability to quickly review plans prior to being presented to the account managers for submittal to the client/agency and identify potential issues was exceptional. She was known for accurately monitoring the reweigh / remix of all Upfront plans without the prior Director’s shortcomings in scaling to the Network’s growth.
Experience and Proven Capacity
Distribution of all MSA’s as well as overseeing client receipt of them in a timely fashion.
Monitoring/approving the re-expressions of dollars.
Monitoring/approving all sell-off requests.
Monitoring/approving all cutbacks
Monitoring/approving all planning rates
Monitoring/approving the distribution of ADU schedules
Monitor and prioritize sales planners’ workload and distribute work accordingly
Supervise all sales assistant and sales planners
Providing post summaries of all accounts
Handling excess inventory and oversell situations
Consultation and interaction with account executives regarding research materials, programming, added-value (vignettes, billboards) advertising needs.
Interaction with network traffic department to gauge inventory availability, restrictions, specials, etc in determining make-up of proposal.
Liaison with various departments on client's behalf when requested.
Keep abreast of industry news via “trades” to increase and strengthen knowledge of Network position and get a general/broad understanding of what's going on in the industry.
Resolve order/invoice-billing discrepancies.
Invoicing: research discrepancy, advise client, management, and finance by correspondence on results and if necessary adjusting.
Daily review of national missed spot list to modify accounts by either makegoods or clients.
Client correspondence and direct contact as necessary.
Weekly group meetings with supervisors and staff to discuss weekly activity, resolve problems, and forecast.
Everyone involved in the search felt that all of the above should be second nature to the new DSP and that ultimately led to the identification of an extremely talented new Director for the Network. The new Director had functioned as the National Sales Planning Manager for (4) four Networks as a (multiplex) owned by a direct competitor of our client.
She was responsible for managing and training the Chicago Revenue Planning staff as well as being a liaison between them and various departments in New York including, but not limited to, the inventory control department, the traffic department, and invoicing department.
She created and tested reweight/remix template for the various Networks new planning systems, trained Sales Planners to understand template, and continued to utilize templates to build plans as she Directed this environment.
Implementing office procedures to organize flow of information along the lines sought by our client and creating proposals for media buyers at advertising agencies by analyzing data and customizing it for demographic goals and budgets of specific clients were all part of her responsibility.
She also Analyzed and incorporated these demographics based on MRI data as well as other research tools in order to optimize our clients’ buys. Being extremely proactive and involved with the process of developing and maintaining client relationships to facilitate future business she was also responsible for overseeing the maintenance and delivery on all accounts and overseeing/executing cutbacks, sell-off requests, planning rates, added value requests, and re-expression of dollars.
Her ability to negotiate deals and present sales presentations to assigned sales territories and work with AE’s, V.P’s and above was proven. Her development of four National Revenue Planning Departments to develop upfront and scatter planning strategies to maximize sales and meet the company’s annual goals were just what the President wanted.
This new Director was identified in Chicago and relocation was not required.
Broadcasting - Cable Television Network Advertising Sales Executive Search Review
Director National TV Advertising Sales Automotive & CPG
Search National TV Advertising Sales Director Midwest Automotive & CPG Based Detroit, MI Search Firm Filcro Media Staffing Officer in Charge Tony Filson Reporting to President Network Sales, New York, NY
A cable television network with over 100,000,000 subs that is a division of a major media and entertainment conglomerate. This network enjoys niche dominance and it subscribes to category and geographic sales ownership. This Detroit based search was to enhance the Network's Midwest and National Ad Sales dominance within Automotive, Consumer Product and Fast Food Service(s).
The President of TV Network Sales was referred to Filcro Media Staffing from the Executive Vice President of Operations reporting into the Board of Directors. The President had previously retained (3) three other search firms that were unsuccessful and required a firm with a proven track record of success with category specific national TV advertising sales searches. The Officer in Charge(OIC) of Search at Filcro Media Staffing, reported directly to the President of Network Ad Sales of the client company during the inception of the national search and through the entire identification process.
Executive Search Members Industry and Sector Inclusion
National Cable TV Networks
The President of Network Ad Sales (PNS) identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search to identify the ideal sales executive.
Filcro Media Staffing is Retained
The Filcro Media Staffing OIC Tony Filson and the Filcro Media Director of Recruitment Research spent considerable time with the PNS to determine the needs of the network form a category, geographic and budget perspective. It was quickly established why and how other search firms had failed to identify the client’s “ideal”. Filcro Media Staffing’s experience with similar advertising sales searches was utilized immediately to set a positive course of action .
Filcro Media Staffing was provided with an overview of all internal technical, operational and sales support issues. A compensation structure was understood that included agency, client and new business categories. Filcro Media Staffing evaluated all hard and soft assets as they relate(d) to the new Director of National Sales (DNS). Filcro Media Staffing obtained an understanding of the client culture and the unique skills and experience required to obtain the new business desired in Automotive, Consumer Product and Fast Food Service sectors.
The diversity of the category mix - Automotive, Consumer Product and Fast Food Services required FMS to establish a hierarchy of desired skill sets and industry experience to proceed with universe compilation and tiering. It was determined that Automotive based on the Detroit - Midwest location would supersede other desired industry and agency contacts. This was essential to meet or exceed the budget for the next year
The President of Network Sales is a very straight forward, no nonsense executive who is also very fair. The requirements and attributes that he demands of his national sales force are uncompromising. Working with a President who is so adamant about “what” he wants is a great help during the search process. Establishing a search document was easy and accomplished immediately.
Due to Network expansion, geographics, cross-sell, domestic economic and programming issues the search offered many challenges. An executive had to be identified that could function as a “one person” point of contact with internal support in Chicago while reporting to a New York City based President. This Ad Sales executive had to establish and maintain one of the most desirable and sought after National and Regional client bases in Network TV from the Midwest Region.
Some of the biggest challenges facing the new (DNS) were:
Preconceived Ideas About the Network
Past Client Experiences with the Prior Network Midwest Sales Force
New Business Development
New York - Detroit Agency/Client Relationship Building
Client Lack of Understanding of the Network’s Audience
Ability to Speak with and “Close” Hard to Get to, Decision Makers
Experience with and Ability to handle Major Automotive, Consumer Product and Fast Food Service Clients
Ability to Work Independently with fewer Resources then New York, Chicago or LA.
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify "happily engaged" executives with a proven record of success with relevant category specific client bases. Automotive, Consumer Product, Fast Food and Beverage candidates from Michigan and Ohio were obtained and sourced through internal Filcro Media Staffing O&D charting to establish efficacy and relationship quality, prior to approach. Each candidate, in what we perceived, as a highly specialized search universe, was sourced with extreme care, based on our methodologies. Filcro Media Staffing’s understanding of internal succession planning issues in targeted environments would prove to be extremely helpful.
A sales executive capable of working autonomously and focusing on the key decision makers with a diverse client base was essential. The clients had to trust and respect this executive to the point that changing organizations (Networks) could be turned into a “positive”. A level of prior “close” personal contact with clients was established as mandatory.
With an unusual need for “client” contacts at the onset we understood that normal tactical skills were not an issue. Since the client base already existed in every qualified person within our universe prior to tiering, we focused more so on the strategic and soft skills that would be needed to make the transition successful at the Network.
We were very fortunate that The President of Network Sales never wavered in his standards or hard and soft skill-set requirements. Our firm was successful based on our ability to attract candidates that were not apparent to others and to properly assimilate and disseminate the strategic goals of the client, as they related to the new executive’s career. We established these common goals, as we perceived them, early in the search process to assure that the “ideal” candidate was working with the client, to assure a mutually desired result.
Successful Director Recruited
A director of national advertising sales with an extensive Automotive and Consumer Packaged Goods client base was identified and hired.
The executive had substantial experience in Detroit with the key decision makers within the big 3 auto makers and their regional dealer groups. His contacts in Ohio with Packaged Goods were also very strong and given the network he was leaving, there was an opportunity for increased income based on budget and environment. His business and social circle was inclusive of key Automotive and Package Goods clients. Our research group in New York was able to verify every “Agency” and “Client” relationship with ease.
The identified executive’s Armed Forces, Retail and Fast Food clients while also impressive but were considered secondary to our primary objective, which was Automotive
This executive was also familiar with “the sell” of the primary demographic, ergo, existing as well as new business would be receptive to his ability to sell and close, by numbers and intangibles. This was not an executive who sold with a “one-sheet”.
The executive was able to function in prior environments with autonomy and limited resources while still increasing budget by +50% in prior year one (1) by +36% in prior year two (2) and by +96% in prior year three (3). Just prior to our identification for the President of Network Sales he was +18% over budget projections for a still open first quarter. This proven capacity to exceed budget for the other Network(s) was highly desired by the President.
It is our opinion that this executive's strength came from nontraditional and underdog regional sales success prior to selling in top national markets. A Radio/TV/Cable TV/MSO mix with a small owned group built an ability in this executive to cross-sell and pull dollars from client print / radio / outdoor / digital and other TV budgets to close deals. Few executives exhibited the resourcefulness and media knowledge that are now inherent to this individual on many levels. All of the executive's “clients” we spoke with felt that they were “never being sold”. They felt as if he was “servicing them to achieve their media goals”.
The cultural fit was proper from the beginning and there was never a question about geographic or corporate cultural considerations. This executive proved to work as effectively with Chicago, New York or Detroit to facilitate agency and client business development as he did on a national basis. More important, this sales executive was never “an order taker” and his “client Vs. agency” business was very high.
The executive is a respected member of the Detroit community and participates with clients on many levels with family, community and charitable organizations. At a sporting event or corporate function, he is admired for his integrity, positive attitude, maturity, stability and approachable demeanor.
The executive experienced a smooth transition to the new Network, is performing exceptionally well and has been promoted.
A Regional TV Network Advertising Sales Executive Search Review of Filcro Media Staffing
Director Paid Programming Sales Sponsorship & Direct Response Advertising Sales
Director Paid Programming & Direct Response Advertising Sales
New York, NY - USA
Regional TV network with cable, broadcast & satellite distribution
Filcro Media Staffing - New York, NY - USA
Officer in Charge
CFO of client TV Network
The CFO identified Filcro Media Staffing to conduct the search and subsequently introduced Tony Filson to the President of the Network.
This regional broadcaster received must-carry and with increased inventory and expanded penetration into DMA #1 they desired enhanced revenue from paid programming and direct response by attracting the proper DR, sponsorship, paid programming sales professional. Required would be extensive experience monetizing the number one DMA in the country and the surrounding markets in the New York Metropolitan area. With some penetration into Philadelphia and Boston markets this would require regional and national TV sales acumen.
The President and CFO also noted a need to upgrade their sales support and sales operation's functions in traffic, inventory and planning. The objective would be to identify and attract an executive with sales and sales operational experience to hone the Network's tactical functionality while formalizing sales operations to interface more effectively with advertising agencies and direct clients.
Universe Compilation - Industry and Sector Inclusion
National Cable TV Networks
Regional Cable TV Networks
Broadcast TV Networks - National, Regional, Local
OTA Station Groups - National, Regional, Local
Filcro Media Staffing is Retained
Filcro Media Staffing proceeded to determine the sales operational needs and sales budget goals of the network from each DMA, across each broadcast platform. Satellite, OTA and MSO all offered varied modalities for efficacy. Reviews of media metrics and
It became clear in a brief period of time that ideal environments to recruit from had a finite number of DR, Sponsorship or Paid Programming sales executives with the combination of strategic / tactical experience and the operational / sales skill sets we were seeking. In larger heavily layered broadcast environments we found myopic candidates for the most part without the front and back-office acumen. In many smaller broadcasters we encountered a lack of experience that would not allow the Peter Principle to become a factor in the near future. Continuity, stability and capacity were key characteristics to assuring that the executive would express longevity and grow into the modernized sales infrastructure.
From an operational perspective with regard to traffic, planning and inventory there were a number of national and regional firms that offered clear benefits to the client. Properly mixing the sales and operational acumen was key to this search so we examined the sales operational infrastructure of the top competitors we wanted to recruit out of.
The client CFO opted to have their original “desired” recruitment universe amended to include operational skill sets for back-office functions as once Filcro Media Staffing was retained and presented a snapshot of the Networks competitors, the CFO opted to increase compensation to attract the ideal sales executive.
This greatly reduced the pool of candidates but quickly produced viable prospects by their capacity to meet or exceed budget and the operational responsibilities.
Some of Challenges Facing the Director of Paid Programming Sales
Expansion of New Markets
Developing Brand Awareness
New Business Development
Current Client Relationship Building
Educating Clients About the Network's Expanded Audience
Traffic, Inventory, Planning and Ideation for OTA, MSO and Satellite
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to identify "happily engaged" and “successful” paid programming and direct response TV sales executives with proven records of meeting or exceeding budgets within the client company's current demographic and the new expanded must-carry DMA’s. Subsequently, we recruited those identified and qualified them based on the mix of strategic and tactical characteristics, autonomy and sales / operational experience.
Our top three candidates recruited and attracted were all capable of working autonomously and focusing on generating income while building the firm's sales infrastructure. It was apparent however that the professional ecology of one candidate more closely resembled the ecology of the client company itself, and they were ultimately hired. Filcro Media Staffing attracted (3) qualified candidates with equal TV sales capacity, experience and acumen.
The CFO of the client TV Network had exceptional mentoring skills and he was clear from the onset as to the weighting of strategic and tactical skills that were most desired so he could mold this executive to facilitate the Network's long term plans into expanded national markets and contiguous DMA’s.
Successful Director Identified, Recruited and Attracted
A senior national account executive who also functioned as the lead media planner for one of the largest regional broadcasters in the United States. Her current budgets being met and sales operational acumen were everything the CFO and President of the client TV Network were seeking to monetize the Network's expanded markets.
She was responsible for paid programming sales and maximizing revenue for a highly regarded group of broadcast properties that were closely related to the client company's current and future programming objectives. Her capacity to sell inventory, create proposals and service accounts by interacting with outside agencies and internal traffic departments to ensure all schedules were booked correctly and run accordingly while researching and resolving invoice discrepancies with accounting was ideal.
From rates cards, RFP’s, ideation, media kits, programming information, developing and maintaining strong client relationships and managing budgets (in excess of the new Network's goals) while supervising junior staff members, the executive recruited by Filcro Media Staffing had the tactical and operational skills desired.
The new Director clearly was able to manage the day-to-day operations of the traffic department. This included overseeing the production of the program logs, supervising order entry for two networks and internally maintaining paid programming and direct response commercial inventory, balancing revenue in both Paradigm and Dealmaker and generating monthly billing batches for two TV Networks.
It was Filcro Media Staffing’s opinion that this executive's strength came from learning the business from the ground up. Tony Filson’s ability to attract her was based partly on the fact that she was not identified by her company as the asset she was. Here was a clear case of under utilized high-potential talent that was not allowed to grow or be recognized in her current environment.
The cultural fit in the new TV Network was correct and the President & CEO admired and complimented her soft and hard skills after the first interview.
The executive's transition over to the new TV Network went very well and the CFO played a key role in acclimating this paid programming executive in the proper manner. She has proven to be highly productive in every area desired by the Network.
This Filcro Media Staffing case history profiles Filcro Media Staffing as the search firm of record with Tony Filson as Officer in Charge of Search recruiting a Director of Integrated National Advertising Sales .
Director National Advertising Sales Integrated Media for The Americas
Media Industry Businesses Broadcast TV, Cable TV, Satellite TV, Mobile, Online, OEM, Digital Radio
Traditional TV Advertising
(DR) Direct Response
Based New York, NY USA
A multicast multiplex cross-platform music TV network with advanced modality in areas relevant to monetization, dissemination, licensing, technology and music industry integration to circumvent traditional roadblocks associated with (8) eight media platforms
Direct Report Chief Revenue Officer (CRO)
Search Firm Filcro Media Staffing, Officer in Charge Tony Filson
Due to increased competition in the music space regarding, affiliate agreements, licensing costs and technology developments the board of directors opted to model future multiplex music distribution across multiple music genres on the monetization of (8) media platforms as directed by a newly hired CRO.
The CRO having prior experience in a multi-billion dollar U.S. based media and entertainment conglomerate wanted to eliminate redundancy and increase the efficacy of each individual sales professional to reflect his vision of cross-platform integrated media advertising sales being conducted by singe points of contact vs. silos of competing internal media interests.
The areas of responsibility with regard to national advertising sales would be on all (8) eight media platforms that the Music TV Network would be disseminating across in The Americas.
The Filcro Media Staffing Recruitment Solution
Based on Filcro Media Staffing’s prior experience recruiting for each individual media platform and also for integrated media platform executives, Tony Filson as Officer in Charge of Search opted to start with revenue goals associated with each platform and initiate universe compilation based on the revenue objectives of the CRO.
Tony Filson directed Filcro Media Staffing’s recruitment research staff to break down New York, Los Angeles, Chicago, Boston and Miami markets based on the advertising agency and direct client spends across the business verticals relevant to the demographics of each music genre or channel associated with each platform. Combining these numbers offered many challenges as in some instances mobile and online numbers were integrated as were TV spend dollars that sometimes overlapped with OTA, MSO and Satellite. Deriving social networking numbers were also a challenge as many of these dollars were stripped from other platform budgets.
As the firm has been retained to build out New York, Los Angeles and Chicago we opted identify the New York Director of National Advertising Sales first. Based on the proximity of the firm’s executive offices, the advertising agencies and the higher expectations of revenue budgets from New York this was logical and proved to be effective from a process perspective that we could emulate in Los Angeles and Chicago.
Music monetization acumen was no doubt Filcro Media Staffing’s primary focus here. It was amazing when speaking with those outside of music and or music advertising sales to see how many of them failed to understand the proposition as it related to all the media platforms, the agency and the client and the consumer.
With B2B, B2C & C2C offerings we needed a Director who could grow rapidly as they would have to hire additional staff as Managers and Account Executives once initial budgets were met. With so many opportunities for traditional ad sales and sponsorships it was essential that this Director was able to recognize opportunities that most advertising sales executive would not capitalize on.
As player coaches in each geographic these Directors would have to work with ideation, RFP response and sales planning resources that were lean compared to some other environment they had worked in. The Director in New York had to understand the importance of building a solid foundation that worked so each platform, the agency, the client and the consumers were involved in seamless assimilation and dissemination
One concern of Tony Filson was the optimal mix of clients and agencies to support such a diverse offering of music genres. As examples CPG, QSR, Automotive, Beverage, Adult Beverage, Travel, Apparel, Entertainment, Footwear, Electronic, Financial and Gaming would lean towards specific music genres in some instances, day parts and rotations. R&B, Country, Rock, Jazz, Latin, Pop, to name a few would no doubt offer individual challenges and advantages. Finding a person with the right agency and client mix would be essential who could fit into this unique culture.
Filcro Media Staffing has had extensive experience over the years with TV and Music industry recruitment. This industry related recruitment experience allowed the firm to complete the search ahead of the proposed schedule. The CRO was very pleased.
The New Director Recruited
The new Director of National Advertising Sales recruited by Filcro Media Staffing was hired by the CRO from a initial pool of 63 candidate, placed into 3 tiers, with 4 candidate ultimately making it into the first tier.
With 14 years of combined work experience the new Director was a well honed advertising sales executive. As a matter of fact, Tony Filson had recruited for two of the firm’s that the Director had worked for in the past. Filcro Media Staffing had no conflict of interest nor was the new Director currently employed at a firm that had retained Filcro Media Staffing within the past year.
Most currently the new Director worked for the number one TV Music entity associated with the primary demographic and three of the key music genres of the new firm she would be joining.
The new Director was recruited based on her extensive mix of agency and direct client contacts that touched on EVERY area relevant to the CRO for ramp-up in New York.
Coming from a multi-billion dollar media and entertainment brand the CRO and the new Director had a great deal in common with their revenue expectations and the process to accomplish their revenue goals.
What amazed everyone was what a unique fit this new Director was from so many perspectives. Not only had she worked in OTA, Cable and Satellite, her Online, Mobile and Social Networking integration was outstanding.
Prior to working in TV the new Director had lead monetization within the music industry with the world's largest producer and distributor of music.
Starting her career in print advertising sales she was well aware of the past and how legacy media failed to grow with the needs of the consumer and the advertising industry.
Going forward she successfully sold as an individual seller generating 10’s of millions of dollars. As a team leader and manager of a national sales team she most recently, met a an 80 million dollar budget running East Coast National Sales for her last employer.
Filcro Media Staffing Broadcasting Executive Search - Advertising Sales Group
Filcro Media Staffing, All Rights Reserved Media & Advertising Sales Executive Search
A Filcro Media Staffingexecutive search case history review
Regional Vice President Sales (RVPS) Media Technology and Workflow Solutions The United States and Canadian Territories
Based New York, NY - USA - New York Metropolitan Area Executive Search Firm Filcro Media Staffing Officer in Charge of Search Tony Filson reporting to the NSVPS and President Client The World's leading media and broadcasting technology and media workflow solutions company.
Search Regional Vice President Sales - U.S. and Canadian markets
Client Situation With the expansion of broadcast technological resources, intellectual property and integrated media workflow solutions, there was a need to expand and optimize the sales organization in selected areas of the United States and Canada.
With a pending acquisition of a major competitor the President of the acquiring company was being proactive in securing additional business channels for monetization that would capitalize on the firm’s enhanced capacity to play an even greater role within unprecedented ownership of the full cycle of the media workflow process to include seamless broadcasting operations, production, post-production and content management modalities.
The executive this position reports into is a gifted National Senior Vice President of Sales and he was quick to note and articulate the areas of responsibly, experience and product knowledge that this media technology executive would require to be successful on tactical and strategic levels as an individual contributor and leader of a honed group of regional sales executives.
Business Sector Inclusions
TV Production & Post Production
Motion Picture Production & Post Production
Broadcasting Production, Post & Technical Operations
Digital Production Technologists and Solutions Providers
Media Technology Providers and VAR’s
Media Software Developers and VAR’s
Content Management System Providers
Media Workflow Solutions Competitors
Developers of Advanced Media Technology and Research
EDIUS: Behind The Scenes
Filcro Media Staffing is Retained
Filcro Media Staffing’s goals for this search were extensive. The firms recruitment efforts were targeted towards known entities and leaders in this space who were gainfully employed, happy and productive. The value prepositions of growth and financial success were real and transparent. Recruiting and attracting those offering everything the client was seeking was a tremendous amount of work drawing from every major media technology center in the United States and Canada until the ideal executive was identified, recruited and attracted at an aggressive cadence.
The new RVP we recruited would be responsible for the Eastern region territory and Canada and for developing and strengthening a set of accounts and vertical markets. Needed was a sophisticated manager to direct AE's, key relationships and ensure that the appropriate resources are available and focused to support the firm’s selling objectives and relationship goals.
The territories including: Canada, Maine, New Hampshire, Vermont, Massachusetts, Connecticut, Rhode Island, New York, New Jersey, Pennsylvania, Delaware, Maryland, Virginia, W. Virginia, and Washington D.C. were extensive in geographic reach and media market penetration as the most sought after in the industry. This new RVP would require extensive acumen in these key media technology markets.
The ability to develop and implement sales plans by Account Executive and/or accounts aligned with market segment, geographic territory, and business portfolio in support of company objectives was essential as no two accounts were exactly alike in spend or need. The new Regional Vice President would have to meet or exceed sales objectives of the assigned region / accounts by promoting and selling solutions through professional relationships that often take many years to develop.
Filcro Media Staffing having recruited media technology leadership in the past as CRO’s, CIO’s and CEO’s of the client’s targeted media communities in broadcasting and entertainment afforded the firm a distinct advantage during the recruitment phase of the search. As the new RVP would have to provide reporting and forecast using the SalesForce automation and other tools, the officer in charge of search knew that the environments being drawn from would offer this level of sales reporting accountability.
Coaching and developing a professional sales team as a group and as individuals was a key concern of the hiring manager and the SVP being a honed mentor was seeking an executive who could build continuity in a market that rewarded longevity and delivering on promises.
Implementing and championing the company's sales process to establish a culture of “solution selling” at all levels of the customer's decision-maker hierarchy would be essential. C level and line personnel were all involved in the decision process for workflow solutions and this RVP would need to be very hands-on and effective at all levels of client engagement.
With so much of the media technology industry depending of national and regional events and shows to sell and spotlight product lines and services it was essential that we identify an RVP who was a welcome guest with exceptional interpersonal skills and product knowledge who could engage customers on a human and technical level as a solution provider and not a pushy salesperson.
Travel would be extensive to meet customers and to coach Account Executives in the field, this executive required a proven record of managing resources and staff in an organized and knowledgeable manner.
The Filcro Media Staffing Recruitment Solution
Filcro Media Staffing proceeded to identify national and regional media technology sales executives with a minimum of 10 years of tactical and strategic leadership.
We sought demonstrated acumen that was articulated and admired by peers and contemporaries competing in the same space who had direct interaction with this executive and their sales organization as a whole.
Of interest was legacy vs. digital media and the ability to sell to and across an emerging multicast, multi-platform industry managing teams that efficiently conveyed a solution selling message that was consistently increasing revenue.
As public speaking and C Level interaction would be the norm we also sought a special set of skills that even some effective sales leaders lacked in the ability to convey messages to important and at times large audiences.
Looking at the markets to be served we also wanted an executive who could create markets vs. being reactive. With so much of the media workflow solutions business being generated by the capacity to create more efficient and productive process this executive would need to have access above and below line on the client side to covey opportunities that can facilitate advantages in very competitive broadcast, production and post environments.
The officer in charge at Filcro Media Staffing also wanted to understand the executives coaching, mentoring and team building capacity. With consolidation and acquisitions taking place it was important to not only know who this executive is intimately but also the people he has hired and developed as sales professionals over the years. With an immediate need for an addition to staff in one of the new RVP’s sales offices it was essential that this media technology sales executive was adapt at attracting sales executives who expressed success and continuity to create a stable and productive work environment.
Tony Filson as the officer in charge of search himself enjoys media technology and short of this executive reading white papers form Bell Labs every day there had to be an inherent curiosity and love for technology in this new RVP of sales. The client company known for being “The Cutting Edge” player in this space, the new RVP would have to be a bit of a Renaissance person with all things media. As complex and ever changing as broadcast and media technology can be, Tony Filson wanted an executive who can speak to any concern of a CIO, CTO, Producer, Director, Editor or Chief Engineer with aplomb.
The Talented New RVP of Media Technology Sales Recruited and Attracted
First we would like to state that it was a personal and professional pleasure working with the Senior Vice President as the hiring manager and the President of Sales. Both are mature-minded, honed and polished executives and gentlemen who accomplished a great deal through this national executive search. Thank you. With over 25 years of media recruitment experience this was one of the most work intensive and rewarding searches conducted by the firm.
The new Regional Vice President of Sales attracted was from a direct and close global competitor of the client company.
With current North East U.S. and Canadian markets being areas of sales responsibility this media technology sales executive was well suited to optimize return from the most profitable territories in the media technology and media workflow solutions markets globally.
His broad media hardware, media software and media enterprise acumen was exceptional. With the capacity and experience providing media workflow solutions on a granular and enterprise level, this executive was an impressive contributor and leader.
Known for attracting and building individual sellers and selling teams this executive's reputation was impeccable. Media sales professionals wanted to work for him, enjoyed working for him and grew working for him. This was a man who attracted and developed media sales executives that everyone in the media technology industry wanted to hire based on his noted leadership and high hiring standards.
At public and industry events he was a consistent, noted and effective leader conveying his firm’s message to industry leaders and decision makers. His capacity to translate media business goals into hardware and workflow solutions was unprecedented. He brought a human element to the process and developed relationships that granted him access to the largest purchasers of media technology in the world.
This executive's career ecology was a very close match to the client company's corporate ecology. Ready for a substantial increase in autonomy, compensation and a larger corporate structure this was a perfect match for the company and the recruited executive. The hiring company's culture was also a match as the SVP praised and rewarded performance in the same manner this new RVP was noted for. Both the executive and the client company believed in positive reenforcement and working with professionals as individuals with specific needs and desires for motivation. This was a complex modality that was shared and successful and played a key role as a catalyst this new relationship.
Once this new RVP was hired there were changes to the proposed corporate acquisition and also new corporate leadership was introduced. Without hesitancy the new RVP made the transition and is today one the firm’s noted press announcements profiling their continued dominance in media technology and media work flow solutions.