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RssAccomplished digital entertainment executive and thought leader with extensive success in cable, satellite, TV & internet verticals. Creative & strategic, P&L, lead and inspire teams and hands-on.

Looking for marketing, sales, operations and/or distribution management in the media or entertainment field. Creative and revenue focused areas appeal to my experience and passion. Great branding and customer service skills with a positive ROI focus.

Marketing

Encino, CA

About Me

Industry:

Marketing & Advertising

Occupation:

Marketing

Ideal Companies:

warner bros, directv, time warner cable, yahoo, verizon, at&t, showtime, cbs, disney, UFC.
 

Education level:

Trade School

Will Relocate:

No

Location:

Encino, CA

Work Experiences

4/2008 - 1/2009

MWG Media

Director / VP

  • • Led, researched and developed Web 2.0 New Media content incubator and website development for women 30+ with original HD series and video content, music, shopping, social networking, widget applications, SMS and mobile partnerships and digital distribution. • Managed the Business Development process from website RFP through branding and identity, advertising, syndication and monetization models. Created online and offline marketing/publicity strategy, partnerships, distribution scalability, organic video product placement, CRM, content development, promotions and PR plans. • Devised and built MWG Media Distribution Platform of over 25 online, EST, VOD, Game Console and alternative set-top box distribution network from concept to contract completion. o Designer/Author of the company’s SheTeeVee blog.

5/2006 - 4/2008

The Tube Music Network

Director / VP

  • The Tube Music Network – the world’s first all music digital channel was a revolutionary start-up by Les Garland, co-founder of MTV, VH-1 and The Box. Total reach exceeded 17MM households including 8 of the top 10 markets. • Day-to-day management of the channel’s multicast distribution via 90 broadcast television stations across the country and the digital cable retransmission carriage in those markets. • Director of the brand on TV, website, e-commerce platform and communications, including all customer and affiliate communications, research studies, email blasts, e-newsletters and marketing pieces. • Maintained affiliate website, all databases and reporting metrics; created off-line and online marketing collateral. Managed weekly E/I programming and led quarterly programming broadcast reviews. • Oversaw 65+ TV station digital launches from contract completion, engineering readiness, staff training and brand review, PR efforts, affiliate compliance and co-op marketing campaigns executed.

10/2000 - 5/2005

DIRECTV

Director / VP

  • DIRECTV is the #1 DBS satellite service with over 17MM subscribers; the leader in HD, PPV, Sports and original programming, consistently rated #1 in customer satisfaction over its multi-video cable and satellite competitors. • Managed up to 10 employees and multiple ad agencies (Deutsch, RappCollinsWorldwide, Razorfish, Tag, Fugitive et al), vendors, PR, legal and in-house web and creative services teams. • P&L responsibility for PPV and Special Products and DIRECTV telemarketing. Regularly achieved $500MM annual goal with a $30MM marketing budget. Consolidated telemarketing vendors to save DIRECTV $17MM in costs annually. • Acting Director of DIRECTV Relationship Marketing department - increased ARPU to industry high of ~$70. Further, DIRECTV achieved #1 satisfaction status ever since this initiative. Successfully segmented entire customer base for better target marketing and a lower overall cost per sale. • Charged with promoting 40+ PPV movies/month plus 12-20 concerts, adult product and 60 live and taped sporting and niche events each year. My team consistently attained 20% better buy rates on average than our competition. Through pricing and packaging, discounts, sweepstakes and added value offers we devised innovative marketing strategies, which were soon imitated by our industry peers. • Marketing executive behind the historic U2 on DIRECTV Month in 2001 – a million dollar FREEVIEW campaign with U2, DIRECTV, VH-1 and Best Buy. • Business owner of the DIRECTV FREEVIEW concert series, a monthly music program that aired new music DVD releases at no cost to customers. National customer awareness raised to 78% from 50%. Research showed awareness of this series made customer 5x less likely to disconnect. Executed numerous marketing partnerships with FYE, Target, Tower Records, MSN, Music Choice and Labels. • Responsible for the DIRECTV HD monthly subscription package launch. Managed business model, multiple cross-functional teams, set timelines, marketing calendar and revenue goals. • Launched the PPV ordering site of DIRECTV.com. My team researched and designed a fully interactive site where programming could be explored and purchased. This new channel of ordering soon made up 20% of the annual PPV revenue achieved each year. • Launched and managed DIRECTV PPV coupon policy and related company discounting programs. • Launched PPV Picks, a weekly e-newsletter that went from 0 to 1MM households in 18 months with the best open rate and lowest unsubscribe rate of any email program in the company. • Won the 2003 Belding Bowl Sweepstakes Prize with our agency, DEUTSCH on our PPV Movie Campaign. A twist on this campaign now serves as the 2007/08 DIRECTV general market campaign. • Acquired TiVo content and created programming showcases to sell PPV movies and events. First department to successfully embed TIVO ‘click and buy’ functionality into national PPV movie cross channel commercials on the DIRECTV platform. • Managed the barter arrangements with Westwood One radio and Jetblue Airlines, as well as a deal with E! Entertainment that featured weekly DIRECTV Music and PPV Movie segments. • Point person for multi-year BLOCKBUSTER/DIRECTV retail, web and TV partnership.

1/1992 - 10/2000

Adelphia/TCI/United Artists Cable

Manager

  • Planned and executed the day-one go-to-market launch and marketing of five product lines in this #2 market: Digital Cable, Paging, Long Distance Telephone, Broadband and Pay Per View/VOD. Supervised the respective product specialist direct reports in each category with P&L responsibility. • Managed all customer acquisition and premium channel sales and marketing duties for TCI southern California and Arizona properties. Created annual budgets and marketing campaigns using direct mail, FSIs, newspaper ads, telemarketing, radio, outdoor, web banners, retail tie-ins and media buys. • Managed the L.A. Times’ TV Guide relationship and trafficked all cross channel spots for the region. • Assisted the Ad Sales Group by creating added -value marketing offers and contests to extend and reward the ad sales buys of our best cable TV advertisers. • Co-Host and Co-Producer of Cable Interactive Live, a live monthly TV show, which ran for 5 years! • Trained and coached customer service team on effective campaign sell-in and increased ARPU by 25%. • Won major marketing awards from SET, TVKO, HBO, Request, SHOWTIME, UFC, CTAM and Playboy.

Education

1981

Trade School Degree

Western College

  • Paramedical Studies

Keywords