TV, Mobile and Digital Media Sales Planning and Sales Revenue Management Recruitment
Filcro Media Staffing recruits Sales Planning Managers, Directors and Vice Presidents with the proper TV and Digital experience to enhance planning, revenue management and sales reporting functions. We understand the analytic, people and media technology skills required to be successful on a single platform or leading a multi-platform multicast multiplex in domestic and international markets.
Convergence has transformed the operational dynamics of sales planning and sales operations for broadcasters and digital publishers who disseminate on multiple platforms. The accurate integrated awareness of pricing and inventory with optimized operational workflow across multiple media platforms for sales personnel is now a necessity to optimize revenue.
Traffic, Inventory, Planning, Operations, the Agency, the Client, Content Providers, the Account Executive and the Network as a whole all need to be on the same page.
The success of planning, operations and associated personnel is determined by their unique ability to assimilate media metrics and analytics and disseminate data in such a way that your sales executives, agencies, partners and clients can establish the optimal value of your inventory.
Traditional succession planning in the industry has been focused on a Sales Planning to Account Executive pathing. Our firm endorses establishing senior operational management roles for the specific purpose of enabling continuity of sales support staff, sales planners and the associated sales technology and reporting functions. This modality offers clear succession planning options and maintains continuity for advertising sales operations and campaign management.
Establishing operational means that are embedded facilitates a more productive sales environment and allows for greater scrutiny and confirmation of how workflow and revenue is optimized for everyone. Filcro Media Staffing will recruit and bring forward those who can function as needed change agents or additions to staff who formalize and enhance sales planning operations. Expanded Sales - Programmatic - Sales Planning Recruitment Group.
Filcro Media Staffing has a history of recruiting sales planners, sales planning managers, directors and the senior vice presidents who have sales planning reporting into them. The sales planning executive search below exhibits the intricacy of identifying, recruiting and attracting these highly skilled media professionals.
A Major Media and 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 100million 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.
For more senior level sales planning positions, please visit our Traffic and Inventory areas for SVP and VP searches where these functions report into leadership. Thank you.
Employers: To discuss a sales or sales planning related search, please contact: Tony Filson at 212-599-0909 on ext 215 or e-mail, Thank you.
Director Programmatic Operations Advertising Operations and Campaign Management
Based New York, NY - USA Executive Search Firm Filcro Media Staffing Officer in Charge of Search Tony Filson reporting to CEO Client Multicast Multiplatform TV Network and Digital Media Entertainment Publisher
Search Director Programmatic Ad Sales Operations and Campaign Management
Due to programmatic growth across all OTA, OTT, OEM, Online and Mobile platforms the CEO and Senior Vice President of sales wanted to optimize the environment and enhance revenue through this executive search.
The TV Network broadcasting OTA to over 20 million households, OTT across 100+ Digital Networks and multiple OEM and Mobile channels the programmatic operational, client services, workflow, analytics and publishing partner modalities all needed to be optimized and formalized prior to a large spurt of distribution growth that was about to take place in domestic and international markets.
This was a new layer to function between publishing partners, advertising agencies, direct advertisers, client services, creative content providers, sales and the associated vendors for analytics and technology. Recruiting a Director with a similar career ecology to that of the company's ecology capable of accelerated growth tactically and strategically was essential to assure continuity. The copious amounts of available digital inventory across 100+ entertainment channels and the associated programmatic revenue, at a desirable CPM, justified the addition to staff. Optimization alone, the first month, would reflect a “profit center” vs. “cost center” justification for the entire first year to include all salaries, software and associated vendor services.
Business Sector Inclusions
Digital Broadcast Technology - Programmatic
Advertising Agencies Digital
Digital Ad Serving Companies
TV Networks - Online Ad Sales Operations
Filcro Media Staffing is Retained
Summary: The CEO and Senior Vice President of Sales wanted to be proactive in optimizing programmatic revenue workflow and technology prior to domestic and international growth. Current programmatic operations and revenue would also benefit so the ROI was substantial. Ultimately, the new Director recruited, met all requirements and facilitated the firm’s business goals.
The Filcro Media Staffing Recruitment Solution
Four recent searches conducted in the TV Network and Digital spaces related to the Network’s programmatic objectives facilitated immediate results. Many media entities with similar programmatic goals provided the Officer in Charge (OIC) with ample primary and secondary associations to identify a robust initial universe.
This search was sophisticated based on the immediate and long term gaols of the Network across multiple media platforms as a multiplex multicaster with over 100 channels. Many of the DSP/SSP’s, verification systems like DoubleVerify, IAS, Moat and others combined with data providers like Lotame and Bluekai required broad acumen from a technology and operational perspective to manage external vendors. Some environments were too layered to produce the granular subject matter expertise and autonomy we were seeking to act as a change agent with prior workflow.
Prospective candidates with “just” start-up experience were deemed too myopic as were those from “just” heavily layered multinationals. This search required candidates with large and small company exposure be brought forward to fit the unique technology culture and projected rapid growth. The environment is by any standards creative and the SONY, BMG, Universal, OMD, WPP, Coca Cola, P&G, Paramount Picture, Disney mix on the client services side required mature acumen and honed hard and soft skills.
From a technology perspective we wanted a person who could manage current vendors and software while setting a path for domestic and international market expansion. One legacy ad serving program was creating challenges, few who fit the ecology and or similar career paths as the other executives on cross-functional internal teams had exposure to this robust yet dated software, that was being phased out, at the time of this search. With OEM, OTT, OTA, SAT, Cable, MSO and Mobile all important, this heavily weighted requirement was having negative ramifications. After a broad market overview and consultation with the SVP and CEO we recommended a re-weighting of the technology prerequisites.
Consensus after re-weighting
Manage all publisher partnerships to optimize inventory to increase yield
Manage publisher network to optimize for pricing, packaging of media, advertising placements
Work with finance to establish best practices for monthly invoicing
P/L for programmatic business, review analytics of audience/publishers to determine best practices for programmatic, direct and data clients
Manage all aspects of revenue management as it relates to ad inventory
Point person for all 3rd party relationships including DSP/SSP’s, Verification systems (DoubleVerify, IAS, Moat, etc.), Data (Lotame, Bluekai, etc.), Comscore, etc.
Manage advertising programs, site ad tag configurations, troubleshooting and custom advertising implementations.
Partner with or direct Sales, Yield, Product, and Technology and Vendors to identify and implement new solutions with Company's ad serving technology.
Act as primary point of contact for proper ad integration
Responsible for ensuring that sites are tracked for traffic assignment purposes
Daily management including trafficking, pacing, optimization, and reporting of ad campaigns.
FTP and testing of all ad creative for compliance of site specifications as well as functionality.
Manage creative collection; obtain client approvals and inter-department communication.
Manage all ad creative and site specifications for compliance as well as functionality.
Responsible for reporting requests.
Mentor staff as related to CONUS and OCONUS expansion
Migrate all technology, vendors, clients, agencies, content providers and employees to the new systems
It took approximately six weeks to bring this search to fruition from Filcro Media Staffing being engaged to the formal offer being extended and accepted by the new Director. There were four internal Network executives involved in the hiring process and two Filcro Media Staffing employees. One of the Network executive was located in another part of the United States.
The new Director of Programmatic Operations & Campaign Management
The new Director recruited had years of experience, including seven years of technical and managerial experience in online advertising operations. He clearly had an advanced understanding of the online advertising industry vendors/entities, workflow, pricing models, regulations and all associated technology. Adept with desktop, mobile, video and programmatic ad serving platforms, the CEO of the Network stated that as a multicast multiplex broadcaster he was a perfect fit to lead the Network going forward.
With excellent project management (PM) and communication skills he had a history of conceiving, planning and implementing programs and brining them to fruition autonomously.
He exhibited career stability and growth in every environment he worked in and also managed the staff reporting into him in a manner that created a healthy work environment. Those that reported into him grew and would work for him again.
Promoted from a line level position in ad operations to the associate director within three years, he showed solid progression in a demanding and respected world class internet technology company. His understanding of workflow was exceptional and he developed roles within ad operations that did not exist before to better serve the technical needs of internal and external customers.
From a cultural perspective, the new director of operations fit in well with those who would be his contemporaries. He also had the ability to function with equal effectiveness in the business, creative and technical environments that had sub-cultures within the company. Thai ability to work well with all levels of staff was well suited to systemically transitioning the company through growth.
The new director made an easy transition that allowed the Network to realize immediate financial gains in every area related to their inventory. Recruiting this Director provided the Network with the business, technical and creative advantages they were seek prior to CONUS and OCONUS marker expansion.