Set the tone, marketing vision, and creative direction for the station brands. Managed all aspects of the production cycle (from conceptualization through pre-production, production, and post-production) for a range of multi-channel advertising, marketing, and media collateral including promotion videos, off-channel ads, and digital/social videos. Owned and continually refined the creative process to expand viewership in a highly competitive industry and ensure strategic alignment with business and financial objectives.

• Led and facilitated brainstorming sessions with the team to develop unique, data-informed social marketing campaigns, on-air promotions, and a suite of creative initiatives while continually optimizing brand messaging.

• Drove sustained improvements in overall ratings; changed the #3 ranking of WSLS to #1 in the 7 pm time period.

• Managed all aspects of corporate marketing and branding; produced presentation materials, developed and maintained websites, and authored video scripts and presentations. 

  • Ensured strict alignment with established brand standards (voice, style, values) in all marketing assets.

• Cultivated and strengthened relationships with partners, sponsors, and clients to drive brand recognition.

• Managed and administered ~$600K in creative budgets, including: Marketing, Commercial, Community, Programming, and Lifestyle Show. Partnered with the GM to develop creative and production budgets.

  • Exceeded 100% of revenue goal in Year 1.

• Identified and remediated gaps in marketing operations; established creative policies and marketing processes that are standardized, scalable, and informed by industry best practices.

  • Overcame significant resistance to change in an industry undergoing major transformation and digitization. 

• Directed the development of a suite of campaigns including: daily topical and proof of performance advertising, content sweeps campaigns, brand marketing, seasonal weather image, news image, and station campaigns.

• Managed all aspects of on-air inventory, media planning, and ad scheduling; conducted deep dives into rating system data to identify cross-audience marketing and content development opportunities.

• Developed and launched a suite of creative initiatives including: a weather brand (Know Your Zone), Top 10 Deals, Ask 10, In Your Town (local news on the road), and the Halloween drive-through socially distant event during the pandemic.

• Expanded the brand’s online presence via a pipeline of social content and digital commercials/campaigns.

• Launched station initiative, WSLS Insider, to track omnichannel audience data and generate actionable insights.