Media Marketing and Marketing Promotions Executive Recruitment
Filcro Media Staffing’s media marketing recruitment practices are devoted to the media and broadcasting industries. This marketing recruitment specialization greatly enhances a media organization's capacity to identify marketing executives with acumen and experience directly related to cross-platform, multicast multiplex marketing functions to enhance and drive sales and bring about greater product awareness.
Diverse broadcast synergies driving successful marketing initiatives require executives with unusual resourcefulness that understand nuance and strategic positioning and partnerships when driving sales, distribution, brand awareness, advertising, affiliate relations, affiliate sales, programming or a multitude of other areas across many genres and platforms simultaneously .
At Filcro Media Staffing our recruitment experience and efficacy are proven and exhibited on tactical and strategic levels in marketing executive search case histories for review.
TV Networks, Digital Broadcasters, Telecommunications, Mobile, MSO, Radio, Music, Social Networking, Sports, Print, On Demand and Affiliate environments are a few of the areas and industries that Filcro Media Staffing recruits for, for marketing related search assignments.
Filcro Media Staffing’s extensive media marketing recruitment experience offers the firm’s clients a distinct advantage when competing for top tier talent in the marketplace.
Broadcasters seeking the enhancement or development of additional revenue streams from their core or ancillary businesses will appreciate the understanding Filcro Media Staffing brings forward during the identification, recruitment and attraction of tactical marketing employees and marketing leadership.
Please enjoy the selected marketing case histories below.
A Filcro Media Staffing - Sports Marketing Executive Search Case History Review
Executive Vice President International Sports Marketing and Business Development
New York, NY - USA
Diversified U.S. based global sports and media company
EVP International Sports Marketing and Business Development
The CEO met with Filcro Media Staffing in New York to discuss the strategic business goals of the organization across multiple media platforms in domestic and international markets.
The CEO’s objective was to identify an executive who could function with autonomy to monetize the organization in new businesses and to a greater extent in the businesses they were currently engaged in.
As the dominant global leader in their space the CEO realized that their prevailing dominance had caused complacency and there was a need to identify an executive who could move the company forward from a revenue and participation perspective to eliminate any competitors from gaining significant market share.
The CEO granted Filcro Media Staffing autonomy to formulate a job description, compensation and where the executive would be based to assure that revenue and business objectives could be met.
Industry and Sector inclusion
Sports Marketing / Sports Product Monetization
Talent Agencies and Sports Talent Representation
Sports - TV Broadcast Networks and Cable TV Networks
Major MSO Operators
Motion Picture Studios
Sports Franchise Ownership
Sports Licensing and Sports Business Affairs Organizations
Filcro Media Staffing was Retained
The CEO was aware of Filcro Media Staffing’s reputation in the businesses that provided the organization’s core revenue streams. Cable Broadcast, On Demand, Telecommunications, MSO and Multinational Media Conglomerates were all apparent clients of the firm. The CEO was an exceptional executive who was about to change over twenty years of legacy media modality and he was doing it with bravado. There was a clear commitment by the executive personally and professionally to revolutionize the relationship between sports, the media industries, advertising agencies and the dominant global advertisers related to the demographic offered.
Some of the Challenges Facing the New Executive
Implementing business process not inherent to the sports industry
Establishing new revenue streams outside of traditional sports broadcast and franchise ownership
Renegotiating deals to include cross-platform entities as primary as opposed to secondary participants
Engage multinational media conglomerates to produce content specific to tent pole events, talent and their associated domestic and international markets
Branding, merchandising and licensing in nontraditional markets
Building infrastructure to emulate business practices in the United States, Europe, South America and Asia
Filcro Media Staffing’s Recruitment
Update 2015: This Executive Vice President continues to exceed revenue goals on a global basis. She has taken a legacy brand and built the world's most progressive sports franchise for consumers, sponsors and advertisers globally. Filcro Sports
First Tier Cable TV Network Affiliate Marketing, Affiliate Sales and Affiliates Special Events Executive Search Reviews
Director Affiliate Marketing Public Relations and Special Events
Based Stamford, CT - USA Search Firm Filcro Media Staffing Officer in ChargeTony Filson, New York, NY - USA Reporting to Human Resources, Stamford, CT - USA Client Cable TV Network Search Director Affiliate Marketing and Affiliate Special Events
The Director of Human Resources identified Filcro Media Staffing to conduct the search based on the firm completing similar searches at other competing Broadcast and Cable TV Networks.
The Senior Vice President of Programming was also familiar with the firm and was instrumental in conveying information that led to Filcro Media Staffing (FMS) being retained. Tony Filson having participated in National and Local “Affiliate Sales” as well as National and Local “Advertising Sales” searches was fully aware of the skill sets and experience required to facilitate the Network's Affiliate and Event objectives to enhance their Local Ad Sales, Public Relations and Special Event objectives through increased affiliate distribution.
Industry and Sector Inclusion
Network Television Broadcasting
Cable TV Networks
Network Affiliate Sales, Marketing & Promotion
Filcro Media Staffing is Retained
Filcro Media Staffing Officer in Charge of Search Tony Filson was asked to commence a search in the markets surrounding Stamford, CT to avoid a corporate relocation if possible. Tony Filson concurred that a suitable universe of candidates with the appropriate Affiliate Marketing and Public Relations experience within the Network’s compensation range could be identified in the targeted geographic. New York, New Jersey and Connecticut offered an ample “affiliate executive” population to establish a suitable search universe in a brief period of time.
Filcro Media Staffing initially identified Major Network and Cable Network Affiliate and Corporate Communication executives to establish a search universe. The uniqueness of this particular network offered great attraction possibilities. The ability to draw from outside the genre and concentrate more on effective performance within the established required skills sets was refreshing.
Succession plans were not required as this environment was expanding and currently attracting executives from top to bottom. Longevity and effectiveness from a tactical perspective were the client’s primary goals here.
This search was handled exceptionally well by Human Resources being that a key affiliate relations executive was not yet in place yet to participate in the interviewing process. The Director of Marketing and Public Relations as well as the regional Affiliate Sales Vice Presidents were proactive during the process and clearly stated their preferences during identification and recruitment. The new President would not start until well after Filcro Media Staffing completed the search.
The clear definitions established with the Director of Human Resources at the inception of universe compilation were key factors in the final tiring of candidates. No significant changes were made during the search process aside from the increased weighting of Cable Network as opposed to Broadcast Network candidates with the appropriate affiliate marketing, PR and special event experience.
The Event and Affiliate Marketing skills required offered some challenges at the onset. Being that extensive autonomy was required to establish synergies on many levels, we needed an affiliate executive who could function strategically and tactically on domestic and international special event projects that were “non-traditional” based on the Network’s unique niche. The special events and PR responsibilities were a mix of industry and consumer concerns that are unique to the broadcasting industry yet based on the lack of sophistication of some broadcast environments, the desired skill sets did not exist in a single person in most established networks.
The diversity of the Networks programming was never an issue. The broad and unique demographic some felt would impair universe compilation from an attraction perspective never materialized and ultimately led to being a “positive” in attracting the new director of affiliate marketing, PR and special event.
Challenges facing the new Director of Affiliate Marketing, PR and Events
Build value with affiliates through development of marketing tactics, promos, and local events
Develop affiliate marketing, PR and special event tune-in initiatives for anchor programming to generate revenue for cable affiliates.
Create high-speed access promos and VOD programs
Responsible for all special event marketing, trade shows and PR for the industry
Liaison between Marketing, Affiliate Sales and Programming
Create / Develop Affiliate Marketing, PR and Special Event materials
Manage Affiliate Marketing budgets for PR and special event
Supervise Affiliate Marketing Manager and direct reports for global events
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in industry" affiliate executives with current or prior public relations, special events and marketing experience who excelled in similar functions on a national and international level within the assigned geographic universe we were permitted to function within.
The mix of on-air, VOD and broadband experience required for the Network were key factors in our tiering of candidates. The Network was fortunate that online and VOD distribution and programming were revenue generators and capitalizing on their strengths was accomplished by utilizing models established with other multiplex clients Filcro Media Staffing had recruited for in the past. However, traditional multiplex environments with a lack of commercial programming being SUB driven would not suffice so we had to provide a commercial mix to assure that VOD and broadband would effectively meet the advertising sales requirements too.
With extensive international travel being a consideration, a proven capacity to function autonomously while enhancing value was key. We needed an affiliate executive who was known for making things happen by presenting traditional: Value, Benefits and Advantages to clients internal and external to the organization while customizing programs across multiple media platforms.
The mentoring of an affiliate manager, already in place, required strong acumen within the current and targeted affiliate markets to optimize their efforts to MSO and station groups.
Successful Director of Affiliate Marketing Recruited
A Director of Affiliate Marketing from a major group of diversified Cable TV Networks.
This Affiliate Director had managed the development and execution of five (5) annual marketing, special event and public relations campaigns aimed at current and/or prospective consumer bases (national and local extensions) and managed strategic initiatives to secure distribution of networks in at-risk markets while tracking consumer trends and patterns and competitive product activity.
She also created strategic revenue generating / retention driven market and public relations campaigns that were highly effective. Her out-of-the box promotional initiatives utilizing specially designed databases, e-mail and digital tools to increase the perceived value of cable networks and reinforce brand positioning were known in the industry to be trend setting at the time.
Her ability to direct vendors, adverting and PR agencies and internal Creative Services while managing the cross pollination of resources, on the development, production and fulfillment side of campaigns and evergreen materials (Internet content, brochures, premiums, direct mail, bill inserts, trade ads, product one sheets, commercial & radio spots, training materials and local advertising sales resources) were well honed.
She also managed development of new launch products including all collateral materials, client notifications, consumer advertising and in-market special event coordination. As the primary liaison with divisional field staff on all corporate, programming and public relations activities she had the proven skills to function with the autonomy desired for all domestic and international programs
Her development of award winning affiliate web sites and ability to create and manage execution of various MSO co-branded synergistic promotions developed to raise awareness of networks in key markets while securing launch were proven.
This affiliate marketing / PR / special event search was completed in (7) seven weeks from the date that Filcro Media Staffing was retained. The hired executive was presented during the first (3) weeks of the search and the client company moved quickly to secure their interests.
Board of Directors, CFO & CEO, New York and Florida - USA
A Multiplex Multiplatform Multicast music TV network seeking departure from legacy media distribution, merchandising and consumer music entertainment.
Looking to the future and the modalities of which music is produced, distributed, licensed and monetized across (8) eight media platforms the firm retained Filcro Media Staffing to recruit a CMO capable of leading in business, technical and creative areas relevant to marketing.
The CEO and CFO had inherited a CMO from a Music TV Network they acquired for their U.S. broadcast MSO and OTA distribution assets. This incumbent CMO’s experience and acumen was limited to local, regional and national U.S. markets.
With an emphasis now on global distribution and global marketing partnerships, it was necessary to identify, recruit and attract a CMO who could concentrate initially on The Americas and then build-out marketing resources in the U.K, Australia, EU and Asia respectively.
With key recording artists, music labels and publishers as catalysts for distribution across eight media platforms, it would be essential that this new CMO have equal capacity and efficacy with the music and broadcasting entities essential to the firm’s success.
Executive Search Committee Member(s) Industry and Sector Inclusion
OTA, MSO, Cable and Satellite TV Broadcasting
Music Labels, Publishers, Distributors
Music Artists and Their Management
OEM - Original Electronic Manufactures
Mobile Carriers and Content Providers
Broadband and Telecommunications Companies
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search, Tony Filson, met with the CEO in New York to discuss the immediate and longterm goals of the company as they related to marketing. Strategic and tactical marketing initiatives with internal and external partnerships were examined as drivers or catalysts for each business, technical and creative unit of the company.
Affiliate, public relations, technology, consumer and a host of B2B, B2C and C2C issues were discussed for domestic and international business that offered clear means to be utilized during the recruitment process.
Recruiting for this Chief Marketing officer was to commence immediately and the CEO was extremely verbose in the type of relationship he was seeking with this CMO and the level of autonomy that would be required.
With a firm understanding of the makeup of the board, the CEO and CFO as well as the respective heads of sales, affiliate distribution and music relations, it was easy to determine the right cultural fit.
The search commenced the same week with New York and California as the logical geographics and ultimately, those targeted environments brought the search to fruition. Chicago, Redmond, Atlanta and Miami also populated the initial search universe.
Challenges Facing the new Chief Marketing Officer (CMO)
Addressing Immediate Affiliate Distribution Initiatives Across (7) Seven Media Platforms
Technology Requirements for Marketing - Internal & External
Music Partner Programs for Artists, Publishers & Consumers
Genre Specific Programs Targeted at Consumers
OEM and Mobile Media Creative Templates - Device Specific
Across all Business Partner Businesses ie. Automotive, Entertainment, Electronics, CPG etc. Development of Library and Licensed Music Programs for Advertising Sales
Music Merchandising Programs to Consumers
Budgets for Technology, Creative and Business Marketing Programs
Hiring of Personnel at a Cadence to Support New Programs
Board Responsibilities With CEO, CFO, CIO and CRO
Finalizing Media Analytics and Metrics Modalities for Qualitative and Quantitative Market Research
Filcro Media Staffing’s Recruitment Modality
The new CMO would be working with honed contemporaries from a compilation of the World's largest media and entertainment companies. Many of which were recruited by Filcro Media Staffing. From their respective industries in broadcasting, music, technology and merchandising their global acumen and monetization modalities would require a CMO who could be a substantial catalyst in the success of the company.
This CMO would also drive revenue independently by conceiving, planning and executing marketing initiatives with motion picture studios and music labels to multinational CPG companies. This executive would require strong multiplatform media experience to assure that the business affairs aspects of partnerships were realistic. Based on the diverse and complex agreements surrounding distribution and their associated technology across (8) media platforms this would require exceptional reasoning to bring them to fruition.
Taking into consideration the B2B, B2C and C2C programs this CMO could not be steeped in a heavily layered environment where he or she was compartmented and unable to perform tactically and strategically. The OIC’s profile of targeted ideals consisted of those with large multinational, entrepreneur and start-up compilations of of business experience.
Total universe (26) candidates. Second round (11) candidates. Initiating the third round of interviews for the search in New York and Los Angels there were (7) seven marketing executives who met all the criterion set by the OIC at the onset of universe compilation. Between Miami, Atlanta and Redmond there were an additional (4) four candidates of interests.
After three rounds of interviews it became apparent that (3) three of the (11) eleven candidates were ideals.
Tony FIlson as the OIC again met with the CEO and CFO to discuss the final (3) candidates before a final fourth round of interviews. Each candidate was examined in detail with regard to every immediate and longterm goal of the company. The general consensus was unanimous and it wan now time for each executive to justify their findings one final time before a formal offer could be made.
Ultimately the CMO hired also had to make a decision; he had another offer in hand. Currently residing in New York City he was offered another position in the Southeast with a motion picture studio.
After careful thought and to everyone's joy the CMO accepted the CEO’s offer. The new Chief Marketing Officer with a vested interest in the success of the firm has everything required to make this opportunity the most significant career and financial success he has partaken in, in his respected career.
The Successful CMO Recruited
The new CMO recruited was a true media brand builder and strategic leader.
As the CMO of a substantial entertainment company operating in music, television, digital studio, licensing, talent management, themed attractions and touring, he had the media diversity and broad media acumen to lead across the firm’s (8) eight media platforms.
With extensive experience building media companies and brands he worked with public and private equity in many successful endeavors that were global household names in the media industry.
From the most successful “Music TV” franchise on television in history to the World’s most prolific recording artists this exceptional CMO was the driving force behind some of the most profitable media brand in history.
As a merchandiser he was a skilled leader with one the World's largest music companies. His proven experience monetizing music and music entertainment in a competitive global marketplace was formidable.
Prior to working in the entertainment industry this CMO worked for one the world's largest CPG/Food companies and was responsible for marketing brands that became household names on every self in every store in the world.
After graduate school this CMO was driving marketing initiatives with the largest multinational U.S financial institution.
Looking at this CMO’s career from the time he received his MBA to today, there is no doubt that he will continue his record of success in building media companies, media brands and media executives in a proper manner.