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, 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:
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 / SVP 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
Filcro Media Staffing Executive search skill set and experience recruitment designations for review
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