Filcro Media Staffing Advertising Sales Media Staffing For The Media Industr

Media Sales
Local, Regional, National and International

Media & Broadcasting Sales
Advertising, Direct Response, Sponsorship, Technology
Filcro Media Staffing provides international, national, regional and local market recruitment of CROs, CSOs, Presidents,
Vice Presidents, Directors, Managers and Account Executives of advertising, direct response, media technology and
sponsorship sales. This is an extensive page to browse.
Filcro Media Staffing recruits media sales executives for varied combinations of media platforms, media products, media
assimilators and disseminators. The firms media sales recruitment experience attracts highly talented media sales
executives on strategic and tactical levels for single or multicast media platforms and their associated media product
monetization.
Broadcast TV Cable TV Mobile DOOH Gaming
Social Networking Radio / HD Outdoor Online Music
Search Engine Print Satellite Place Based OEMs
Filcro Media Staffing headquartered in New York City recruits complete international, national, regional or local ad sales
forces and their required sales support structures anywhere in the United States for domestic and international markets.
When identifying, recruiting and attracting a single key sales executive for leadership or an entire national sales force Filcro
Media Staffing utilizes proven methodologies to recruit and attract advertising and media sales executives. A honed "media
sales profile" combined with over twenty-five years of media and broadcasting industry sales recruitment experience
assures proper and timely identification. Hard and soft skill sets are analyzed on three levels to determine current and
future capacity for each sales executive. Filcro Media Staffing is one the most effective media sales executive search firms
in the world.
Filcro Media Staffing begins each media sales executive search with a complete understanding of a
client's current markets - local, regional, national or international. Filcro Media Staffing utilizes a
client company's current media brand penetration of markets through metrics such as SUBS,
DMA's, uniques, category specific verticals, platforms and revenue to determine recruitment
strategies. The firm then relates current budgets to an "ideal" and identifies the sales executives
with the proper management skills, client relationships, agency contacts and industry experience to
facilitate the growth desired. Talented media recruiters that specialize in media sales compile extensive search universes to
recruit, tier and present in an expeditious manner.
When confidential change is a consideration, Filcro Media Staffing provides the sensitivities and experience to make
transitions seamless without industry or internal awareness.
Skilled sales executives are identified that manage entire sales organizations, the development of sales staff, sales training
programs, ad sales services, new business development, sales technology management, budget development, online and
multicast integration, sales planning, research, affiliate and digital / multicast network relationships and more.

Global CRO
Chief Revenue Officer
Music Media & Entertainment
Music TV, Music Radio ,Music Merchandising, Music TV Networks, Music Production, Music Licensing and Music
Publishing assets and monetization
Based New York, NY - USA
Executive Search Firm Filcro Media Staffing
Officer in Charge of Search Tony Filson reporting to the CEO and Investment Bankers
Client U.S. holding company acquiring multinational music and music entertainment assets.
Search Chief Revenue Officer (CRO) - Global Markets
Client Situation
Recognizing opportunities for music related content and merchandising this media holding company was formed to acquire
under performing assets in and related to:
Music Production
Music Publishing
Music Artist Relations
Music Video Production
Music Entertainment Broadcasting
Music Dissemination: TV, Mobile, DOOH, Online, OD
The goal is to combine content and platforms across all music genres to provide alternative assimilation that coincides with
the firms proprietary technology and intellectual property.

Executive Search Committee Member(s) Industry and Sector inclusion
Investment Banking
Cable & Broadcast TV
Broadcast & Digital Radio
Technology
When Filcro Media Staffing identifies an advertising sales executive, they are uniquely qualified. We enhance revenue and
make positive changes from a tactical and strategic perspective by utilizing specialized recruitment methodologies that are
specific to the monetization of the media and broadcasting industries. - Client Rosters.
To browse through media and broadcasting advertising sales executive search case histories conducted
by the firm please utilize this link. For the Tony Filson OIC Roster this link

Mobile Cable TV & MSO Broadcast TV Radio & Music Online Multicast & OEM DOOH

Filcro Media Staffing
Broadcasting Executive Search Reviews

Music Publishing
Mobile and Broadband
The CEO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search to identify
the new CRO.
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search, The client CEO and a Managing Director of
the investment bank met in New York to discuss current media holdings and those being acquired.
Filcro Media Staffing was engaged to identify the new CRO and to staff all front and back office in
New York, Los Angeles, Chicago and Miami. Once the domestic markets were staffed, the firm was
instructed to identify XVP level personnel for the U.K. ; EU ; Asia ; South America and The MENA.
The Music Media Networks will launch at a cadence dictated by acquisitions and monetization of
infrastructure facilitated by new technology that merges cross-platform assimilation and
dissemination of music entertainment.
Challenges Facing The New CRO
Guidance during the acquisition of media assets.
The merging and transformation of the acquired companies and their technologies as revenue drivers.
Establishing channels and modalities that utilize the companies proprietary technology
Setting new standards for sales planning, digital networks, ad agency and affiliate relationships in a multinational
sales organization.
Review and identify key personnel with the ability to work with totally new offerings that undercut all current forms
of music assimilation across 10 media platforms.
Filcro Media Staffings Recruitment Solution
Based on Filcro Media Staffings exposure to TV, Music, Technology and Media Merchandising is was determined that the
proper CROs to recruit to monetize the organization were limited to 5 domestic and 3 international organizations. With
assurances from the CEO that the search could be conducted by market driven factors, (3) three of the (8) were deemed
appropriate and ultimately the merger of another media company facilitated the ability to attract our ideal at the cadence
required for a 2013 launch.
Successful CRO Recruited
This emerging and unique entity will formally launch under the guidance of a highly skilled CRO responsible for generating
many billions of dollars of music and entertainment revenue. Due to the competitive nature of this space we have limited
this review. Thank you.

Chief Sales Officer (CSO)
Search Chief Sales Officer / Executive Vice President
Client Global Media and Entertainment Conglomerate.
Based New York, NY
Search Firm Filcro Media Staffing
Officer in Charge Tony Filson
Reporting to Chairman of the Board
Client Situation 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 a new global CSO/EVP. Objectives: Global
Monetization and Media Asset Acquisition
Executive Search Committee Member Industry and Sector inclusion
Television Broadcasting
Telecommunications
Motion Picture
Media Ratings Analysis
Music Publishing and Production
Social Networking
The executive search committee (ESC) unanimously voted to retain Filcro Media Staffing (FMS).
Filcro Media Staffing with Tony Filson as Officer in Charge of Search (OIC), met with the ESC and commenced with the
search by first reestablishing a consensus of the committee based on Filcro Media Staffings experience with similar
searches for senior level media sales executives. The diversity of the business, technical and creative constituencies on
the executive search committee caused debate as to whom the ideal CSO would be. After Filcro Media Staffing
presented compensation and media platform budgets from previous searches in NY, CA and IL, the ESC agreed on the
key experience criterion to be utilized for universe compilation.
Filcro Media Staffing was provided a strategic overview of where the board would like to see the firm from a structural and
revenue perspective within 1-3 & 5 year increments. TV, Online, OEM and Mobile platforms were compartmented to
assure that the budgets desired were realistic.
Some of the challenges facing the new CSO / Executive Vice President
Establishing offices in New York. Los Angeles, Chicago, Mexico, South America and Europe
Hiring sales staff and leadership for all offices
Creating a domestic and international sales operations infrastructure
Initiating domestic and global revenue share agreements
Setup digital ad network relationships
Streamline costs associated with business, technical and creative assets
Vendor Partnerships - Content Relationships
Filcro Media Staffing proceeded to Identify the "best in industry" CSOs; EVPs and SVPs from appropriate media
environments with a proven record of success in building solid infrastructure of companies with similar revenue generation
goals in global digital and broadcast media markets.
As the board had setup 1-3 & 5 year revenue goals it was essential that the CSO had exhibited efficacy in multiple phases
of revenue growth in the tens to hundreds of millions of dollars at a similar cadence with startups or acquired media
assets rolling out with similar distribution across the same combined media platforms.
The board required expeditious recruitment results to meet revenue projections to assure that the acquisition of a
competitor could take place the following year.
Successful CSO / EVP Recruited
A CSO / EVP was identified, recruited and hired with both startup and global media conglomerate experience across three
media platforms. This executive had led and grown teams in the $20 Million to $600 Million USD ranges.
From a cultural perspective the executive was well suited to work with the president of each respective operating group in
technology and creative areas.
The new CSO / EVP was quick to setup US and international operations and the agreements desired by the board in line


Mobile Cable TV & MSO Broadcast TV Radio & Music Online OEM & Multicast DOOH
with their business plans. The proposed acquisition of media assets was facilitated.
Filcro Media Staffings OIC Tony Filson was complemented by the board for identifying an executive who exceeded their
expectations. Subsequently, Filcro Media Staffing was asked to staff all sales and sales support staffing in New York, Los
Angeles, Chicago and Miami.

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

Search
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.
Reporting to Executive search committee in New York, NY and client company CEO and President in San Diego, CA
Client
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, HD Radio and every Digital and Mobile Media Companies would all benefits from the firms
technology, integrated seamlessly, through IT work-flow solutions.
Client Situation
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:
Radio Broadcasting - HD Radio
Advertising
Music Production & Distribution
Network & Syndicated Programming
The Marsh & McLennan Company
J P Morgan Investment Banking
Major Consumer Electronics Manufacturers - OEMs
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 Staffings 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 Staffings
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 CEOs ideal also as part of the CEOs
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
Change Management
Best Practices
Sales Services & Sales Operations
Adaptation of Technology to Client Needs
Sales Training
Financial Management and Budget Controls
Internal Marketing - Sales Relationship
Board of Director Reporting in an Evolving and Changing Board
Filcro Media Staffing proceeded to Identify the "best in industry" EVPs / SVPs 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 VPs, 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 J P 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 firms 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&Gs 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
Dells successful technology sales entry into J apan.
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 firms 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.

A Filcro Media Staffing TV Technology Sales Executive Search Review
First Tier U.S. Multinational Media and Entertainment Conglomerate

Senior Vice President
Network Multicast Multiplatform
Sales Technology & Operations
OIC Tony Filson as Office in Charge of Search
Reporting to Network COO and Network President, New York, NY - USA
Search Senior Vice President Network Sales Services Operations and Technology
Client
A global media and entertainment conglomerate seeking to upgrade their sales operational and sales IT information
technology infrastructure to optimize process and advertising dollars across all their media platforms.
This network with over 130,000,000 subs is advertising driven and is still growing based on branding and new
programming initiatives across a multiplex of offerings.
New York, Los Angeles, Chicago, Detroit and Washington, DC offices are AORs relevant to this search.
Client Situation
The Network President and Chief Operating Officer felt it was essential to upgrade the capacity of the Networks sales
operational function across TV, On Line, Mobile, HD Radio, Out of Home, OEM and On Demand.
Traffic, Inventory and planning functions needed to be centralized to optimize efficacy and lower sales operational costs
through retooling of hardware, software, process and human resources to facilitate multicast dissemination and
monetization.
Current IT systems and software required upgrading to integrate a (6) six platform plan that was seamless internal and
external to the Network.
Continuity and stability from an HR perspective were also needed as turnover was exceeding the industry mean. We
wanted an individual who could bring hard and soft assets together while assuring that IT and Sales were provided with
proper guidance to accomplish the Network's business goals. This new Senior Vice President would be tasked with
improving the culture and work environment to bring about stability and internal growth opportunities for employees
Industry and Sector inclusion
Broadcasting - Cable Television
Broadcasting - Network Television
IT Broadcast - Systems Providers
IT Broadcast - Software Providers - CONUS and OCONUS
The COO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search after
conducting their own internal and national identification efforts.
The FMS Officer in Charge of Search Tony Filson and the COO verbally initiated and completed the
search document after one in person meeting and guidance from Human Resources. Based on Filcro
Media Staffings intimate knowledge of the space, along with extensive executive search experience in
Broadcast Sales Operations the firm was able to proceed with the search the following business day.
Tony Filson was asked to review the entire IT infrastructure related.
The Filcro Media Staffing OIC and client COO looked at ideals from a revenue, performance and IT
perspective and AORs that required immediate optimization servicing the Network Advertising Sales
organization front and back offices as well as client and advertising agency relationships. Reviews of
O&D charting also took place.
Some vendor (IT) relationships, succession planning issues and office relocation time lines were set at
a realistic cadence so day-to-day planning, traffic and inventory would not become secondary.
Filcro Media Staffing reviewed all (IT) hardware and software relevant to sales and sales operations along with client
supplied O&D charting to establish what hard and soft resources could be utilized as part of the consolidation while
upgrading traffic, inventory and planning across all the new multicast media platforms.
Understanding what changes and training had to be made from a Human Resource and IT perspective, directly or on a
dotted-line were important to determine at what stage(s) vendors would setup redundant systems, close down legacy
resources and initiate through IT and the NOC a seamless transition to sales multicast dissemination and monetization.
Challenges facing the new Senior Vice President
Network Advertising Sales Information Technology Adaptation - Hardware and Software
Change Management
Training & Development of TV Network Sales Front & Back Office
Consolidation of National Sales IT, Inventory, Traffic and Planning Resources to Network Sales in New York City
While Continuing Service East Coast, West Coast and Midwest Regions.
New Financial Reporting Guidelines
Adaptation of New and Old Technology to Client and Agency Needs
Continuity - Lowering Employee Turnover
New Agency Partnerships - Relationships Across Four Media Platforms
Adapting to a Newly Defined Multiplex
Technology to Address ADU Issues
Filcro Media Staffing Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in class" executives from TV
networks who presently exceeded or matched the SUB #s of the client company.
A real technologist with exceptional soft skills was required with below, on and above line
efficacy in a national broadcaster that disseminated across multiple platforms.
Our firms ideal was an executive who had built a new Network and or also guided a
large Network through the upgrade and consolidation process from an IT and Sales
Operational perspective.
An executive capable of maintaining day-to-day operations while transitioning the Network was essential.
Team development was essential with multiple offices located throughout the United States this executive would have to
guide IT, Traffic, Inventory, Sales, Sales Services and Human Resources
Mobile
Sales
Cable TV & MSO
Sales
Broadcast TV
Sales
Digital Radio
Sales
Online
Sales
Multicast & OEM
Sales
DOOH
Sales
One part of our solution was to identify an executive who had also gone from a decentralized to centralized function in the
past. This would solve many issues from the onset and let us concentrate on other skill sets. The difficulty was that few
networks had integrated TV, Inventory, Wireless and OD to the extent planned for the Networks model. We needed a TV
Executive with exceptional IT and advertising sales operational management experience.
Successful Senior Vice President Recruited
A Senior Vice President of Network Broadcast Operations based in New York City with everything required to meet the
client's business objectives and move them forward to compete with other Networks that had already monetized each
platform separately.
This executive was responsible for all functions in one the worlds largest media and entertainment conglomerates across
multiple networks and fit in well with the new company's multiplex ambitions.
The entity was a direct competitor of the client company down to the specific genres offered across their multiplex or
multiple Networks.
The new SVP facilitated similar technology, consolidation and optimization across four media platforms successfully where
others in the industry had failed. He was an exceptional technologist with strong management and soft skills.
As a mentor and builder of strong teams his identification caused highly skilled people to come forward with newly needed
skill sets to join him at the Network. This lowered hiring costs and allowed for an immediate adaptation to direct IT and
vendors to implement advanced broadcast sales technology for our client.
The SVP has made a smooth transition, is functioning with exceptional efficacy and exceeding the client's operational and
technology expectations mandated at the onset of the search.

A Filcro Media Staffing Sales Executive Search Review
Vice President
National Online Advertising Sales
Executive Search Firm Filcro Media Staffing with Tony Filson as OIC
Reporting to Client COO in Washington, DC - USA
Client
The Interactive Division of a multiplex cable television network with over 100,000,000 subs. The Network is a division of a
major media and entertainment conglomerate. The client enjoys niche dominance and branding on many platforms as a
multiplatform, multiplex, multicaster serving a wide group of diverse demographics.
Search
Vice President National Online Advertising Sales
Client Situation
The COO of the Interactive Group wanted to expand the advertising sales force by identifying a key sales executive to
manage and build a national sales force in New York, Los Angeles and Chicago and the required back-office sales
operational and client services infrastructure.
The COO was introduced to Filcro Media Staffing by the President of TV Network advertising sales who had conducted other
senior level national advertising sales searches utilizing Filcro Media Staffing in the past.
Industry and Sector Inclusion
Motion Picture
Music Entertainment
Book and Magazine Publishing
Interactive Media and Search Engines
The COO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search.
Filcro Media Staffing Officer in Charge of Search (Tony Filson) had conducted many searches for the client company in the
past and the COO was able to covey tactical and strategic goals without having to convey cultural nuance. Filcro Media
Staffings successful experience with similar searches to monetize digital content across multiple media platforms and
achieve business goals permitted a detailed understanding of what the COO was seeking in the new Vice President of
Sales.

The COO of the Interactive Group was an exceptionally articulate and gifted media executive who able to covey his strategic
goals clearly. His primary focus was to establish a national digital advertising sales organization that would be led by an
executive who could lead and mentor others to gain internal and external consensus for convergent programs across multiple
media platforms. At the same time, this new Vice President of Online Advertising Sales would be expected to function
tactically across multiple verticals with clients and agencies and enjoy the duel player coach roles.
The COO wanted to remove himself from the advertising sales function to concentrate on the strategic business goals of the
firm. The new sales executive we identified would be required to capitalize on convergent programs with the TV and Motion
Picture Studio Divisions while building the Online Interactive Advertising Group (OIAG) to be a strong standalone entity unto
itself. An online advertising sales executive who functioned with autonomy in the past while building national sales
infrastructure in New York, Chicago, Detroit and Los Angeles would be required. Identifying the right cultural fit for the
organization would be a challenge.
The character, morality and work ethic of this new Vice President were as important as their business acumen. Anyone
speaking with the COO would immediately recognize he is a fine gentleman who wanted the new Vice President to be a
reflection of what he had built over the years.
Some of the challenges facing the new Vice President
Change Management
Building A National Sales Infrastructure
Mobile Cable TV & MSO Broadcast TV Digital Radio Online Multicast & OEM DOOH

Broadcasting Executive Search - Media Sales Search Group
Mentoring Current Sales Staff
Adaptation of Creative Product to the Client
Formulation of Product for Future Platforms
Financial Management and Budget Controls
Client, Agency and Digital Network Relationship Building
Human Resource Concerns
Building Internal Consensus for Convergent Programs
Building Client and Creative Services, Inventory and Traffic
Building a Planning Process That Benefited TV and Interactive to Optimize Dollars
Optimizing multicast, multiplex, multi-platform monetization synergies
Filcro Media Staffing proceeded to identify over 100 executives in our initial universe of senior directors and vice presidents.
Those with related convergent experience in broadcasting environments were top tiered and ultimately eight executives were
recruited to participate in the search out of 23 ideals from broadcast and cable TV national online advertising sales
environments.
It took three and a half weeks in total to identify, recruit, attract and qualify five top candidates from the eight candidates 1st
tiered. The COO moved quickly to take advantage of Filcro Media Staffings cadence. The candidates with proven records of
success were verified on (4) four levels and the pool was complete with three exceptionally qualified candidates from TV
Network and Interactive Media & Entertainment environments.
The three final executives were all capable of building nationally and focusing on sales team development that could be
responsive to clients and agencies tactically and strategically. Sales budgets were also similar and in line with the type of
growth the COO expected over the next few years. The COO ultimately spent considerable time making his final decision as
he truly felt that two of the executives reflected exactly what he wanted in his new Vice President.
Successful Vice President of Advertising Sales Recruited
The new Vice President ultimately hired had built a world-class national on line advertising sales organization as well as a
self-sufficient New York, Los Angeles, Chicago and Detroit offices that facilitated sales, sales engineering, customer / client
services and media operations. He had increased operational efficiency and customer retention by restructuring the
advertising sales organization into three groups: sales, customer service and sales engineering. He was ideal to implement
the type of Change Management that the COO wanted to differentiate Interactive Sales from the TV and Motion Picture
Groups.
The new Vice President's prior experience renegotiating contracts with existing clients would also enable him to set new
pricing points once he instituted the changes desired to creative content to meet the needs of new clients in desired
verticals. He had lead account management teams in successfully implementing, tracking, reporting and optimizing
interactive marketing campaigns to exceed specific ROI, CPA, CPL and CPS metrics. He was projected to increase sales by
over 250% in his prior environment.
A prior track record of being transparent and accessible to management and board members was another key factor. The
COO felt comfortable knowing that this new Vice President of National Advertising Sales was capable of detailed financial
and sales reporting and being transparently accountable for his directives.
Working with and enhancing key relationships with clients and representing his prior employer(s) at industry trade shows,
conferences and network events, including iMedia, IAB, Shop.Org, i-adworld, MediaPost and Ad:Tech also made him a very
visible person in the interactive community and noted were speaking engagements included BtoBs Meet the Experts and
IABs Search Road Show .
With clear strengths in new business development, team building, financial management and a creative capacity with
interactive product development this executive was a true match on every level. His education being focused on finance, the
COO knew that the new Vice President would express fiscal responsibility in all the areas that reported into him.
On a cultural level the new Vice President was very much like the COO and a good fit for the organization. The new Vice
President is known as a caring, honest, smart and diligent executive by those who know him personally and professionally.
Our firm was very fortunate to bring forward such a talented executive to be hired who could facilitate every aspect of the
COOs immediate and long-term business objectives.
This executive has accomplished everything the COO mandated and Filcro Media Staffing was instrumental in identifying
subsequent sales executives as the executive search firm of record that built the national infrastructure desired around the
Vice President in New York, Los Angeles, Detroit and Chicago.

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
Officer in Charge Tony Filson - New York, NY
Reporting to President TV Network Sales - New York, NY

Client
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.
Client Situation
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 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)
Change Management
Mentoring
Ad Sales Planning
Ad Sales Systems and IT Acumen
Ad Agency Accountability
Client Accountability
Strategic Partnerships
Financial Controls
Optimization of Revenue
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 100 million 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 Directors shortcomings in scaling to the Networks growth.
Experience and Proven Capacity
Distribution of all MSAs 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 AEs, V.Ps 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 companys annual goals were just what the President wanted.
This new Director was identified in Chicago and relocation was not required.

Broadcasting - Cable Television Network Advertising Sales Executive Search Review
Director
National TV Advertising Sales
Automotive & CPG

Search National TV Advertising Sales Director Midwest Automotive & CPG
Based Detroit, MI
Reporting to President Network Sales, New York, NY
Client
A cable television network with over 100,000,000 subs that is a division of a major media and entertainment
conglomerate. This network enjoys niche dominance and it subscribes to category and geographic sales ownership.
This Detroit based search was to enhance the Network's Midwest and National Ad Sales dominance within
Automotive, Consumer Product and Fast Food Service(s).
Client Situation
The President of TV Network Sales was referred to Filcro Media Staffing from the Executive Vice President of
Operations reporting into the Board of Directors. The President had previously retained (3) three other search firms
that were unsuccessful and required a firm with a proven track record of success with category specific national TV
advertising sales searches. The Officer in Charge(OIC) of Search at Filcro Media Staffing, reported directly to the
President of Network Ad Sales of the client company during the inception of the national search and through the
entire identification process.
Executive Search Members Industry and Sector Inclusion
National Cable TV Networks
The President of Network Ad Sales (PNS) identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as
Officer in Charge of Search to identify the ideal sales executive.
The Filcro Media Staffing OIC Tony Filson and the Filcro Media Director of Recruitment Research spent considerable
time with the PNS to determine the needs of the network form a category, geographic and budget perspective. It was
quickly established why and how other search firms had failed to identify the clients ideal. Filcro Media Staffings
experience with similar advertising sales searches was utilized immediately to set a positive course of action .
Filcro Media Staffing was provided with an overview of all internal technical, operational and sales support issues. A
compensation structure was understood that included agency, client and new business categories. Filcro Media
Staffing evaluated all hard and soft assets as they relate(d) to the new Director of National Sales (DNS). Filcro Media
Staffing obtained an understanding of the client culture and the unique skills and experience required to obtain the
new business desired in Automotive, Consumer Product and Fast Food Service sectors.
The diversity of the category mix - Automotive, Consumer Product and Fast Food Services required FMS to establish
a hierarchy of desired skill sets and industry experience to proceed with universe compilation and tiering. It was
determined that Automotive based on the Detroit - Midwest location would supersede other desired industry and
agency contacts. This was essential to meet or exceed the budget for the next year
The President of Network Sales is a very straight forward, no nonsense executive who is also very fair. The
requirements and attributes that he demands of his national sales force are uncompromising. Working with a
President who is so adamant about what he wants is a great help during the search process. Establishing a search
document was easy and accomplished immediately.
Due to Network expansion, geographics, cross-sell, domestic economic and programming issues the search offered
many challenges. An executive had to be identified that could function as a one person point of contact with internal
support in Chicago while reporting to a New York City based President. This Ad Sales executive had to establish and
maintain one of the most desirable and sought after National and Regional client bases in Network TV from the
Midwest Region.
Some of the biggest challenges facing the new (DNS) were:
Preconceived Ideas About the Network
Past Client Experiences with the Prior Network Midwest Sales Force
New Business Development
New York - Detroit Agency/Client Relationship Building
Client Lack of Understanding of the Networks Audience
Ability to Speak with and Close Hard to Get to, Decision Makers
Experience with and Ability to handle Major Automotive, Consumer Product and Fast Food Service Clients
Ability to Work Independently with fewer Resources then New York, Chicago or LA.
Filcro Media Staffing proceeded to Identify "happily engaged" executives with a proven record
of success with relevant category specific client bases. Automotive, Consumer Product, Fast
Food and Beverage candidates from Michigan and Ohio were obtained and sourced through
internal Filcro Media Staffing O&D charting to establish efficacy and relationship quality, prior
to approach. Each candidate, in what we perceived, as a highly specialized search universe,
was sourced with extreme care, based on our methodologies. Filcro Media Staffings
understanding of internal succession planning issues in targeted environments would prove to be extremely helpful.
A sales executive capable of working autonomously and focusing on the key decision makers with a diverse client
base was essential. The clients had to trust and respect this executive to the point that changing organizations
(Networks) could be turned into a positive. A level of prior close personal contact with clients was established as
mandatory.
With an unusual need for client contacts at the onset we understood that normal tactical skills were not an issue.
Since the client base already existed in every qualified person within our universe prior to tiering, we focused more so
on the strategic and soft skills that would be needed to make the transition successful at the Network.
We were very fortunate that The President of Network Sales never wavered in his standards or hard and soft skill-set
requirements. Our firm was successful based on our ability to attract candidates that were not apparent to others and
to properly assimilate and disseminate the strategic goals of the client, as they related to the new executives career.
We established these common goals, as we perceived them, early in the search process to assure that the ideal
candidate was working with the client, to assure a mutually desired result.
Successful Director Recruited
A director of national advertising sales with an extensive Automotive and Consumer Packaged Goods client base
was identified and hired.
The executive had substantial experience in Detroit with the key decision makers within the
big 3 auto makers and their regional dealer groups. His contacts in Ohio with Packaged
Goods were also very strong and given the network he was leaving, there was an
opportunity for increased income based on budget and environment. His business and
social circle was inclusive of key Automotive and Package Goods clients. Our research
group in New York was able to verify every Agency and Client relationship with ease.
The identified executives Armed Forces, Retail and Fast Food clients while also impressive but were considered
secondary to our primary objective, which was Automotive
This executive was also familiar with the sell of the primary demographic, ergo, existing as well as new business
would be receptive to his ability to sell and close, by numbers and intangibles. This was not an executive who sold
with a one-sheet.
The executive was able to function in prior environments with autonomy and limited resources while still increasing
budget by +50% in prior year one (1) by +36% in prior year two (2) and by +96% in prior year three (3). J ust prior to
our identification for the President of Network Sales he was +18% over budget projections for a still open first quarter.
This proven capacity to exceed budget for the other Network(s) was highly desired by the President.
It is our opinion that this executive's strength came from nontraditional and underdog regional sales success prior to
selling in top national markets. A Radio/TV/Cable TV/MSO mix with a small owned group built an ability in this
executive to cross-sell and pull dollars from client print / radio / outdoor / digital and other TV budgets to close deals.
Few executives exhibited the resourcefulness and media knowledge that are now inherent to this individual on many
levels. All of the executive's clients we spoke with felt that they were never being sold. They felt as if he was
servicing them to achieve their media goals.
The cultural fit was proper from the beginning and there was never a question about geographic or corporate cultural
considerations. This executive proved to work as effectively with Chicago, New York or Detroit to facilitate agency
and client business development as he did on a national basis. More important, this sales executive was never an
order taker and his client Vs. agency business was very high.
The executive is a respected member of the Detroit community and participates with clients on many levels with
family, community and charitable organizations. At a sporting event or corporate function, he is admired for his
integrity, positive attitude, maturity, stability and approachable demeanor.
The executive experienced a smooth transition to the new Network, is performing exceptionally well and has been
promoted.
Home - Reviews - Contact - This Page - Clients

A Regional TV Network Advertising Sales Executive Search Review of Filcro Media Staffing

Director Paid Programming Sales
Sponsorship & Direct Response Advertising Sales

Search Director Paid Programming and Direct Response Advertising Sales
Client Regional TV network with cable, broadcast and satellite distribution
Search Firm Filcro Media Staffing - New York, NY - USA
Reporting to CFO of client TV Network
Client Situation
The CFO identified Filcro Media Staffing to conduct the search and subsequently introduced Tony Filson to the
President of the Network.
This regional broadcaster received must-carry and with increased inventory and expanded penetration into DMA #1
they desired enhanced revenue from paid programming and direct response by attracting the proper DR, sponsorship,
paid programming sales professional. Required would be extensive experience monetizing the number one DMA in the
country and the surrounding markets in the New York Metropolitan area. With some penetration into Philadelphia and
Boston markets this would require regional and national TV sales acumen.
The President and CFO also noted a need to upgrade their sales support and sales operation's functions in traffic,
inventory and planning. The objective would be to identify and attract an executive with sales and sales operational
experience to hone the Network's tactical functionality while formalizing sales operations to interface more effectively
with advertising agencies and direct clients.
Universe Compilation - Industry and Sector Inclusion
National Cable TV Networks
Regional Cable TV Networks
Broadcast TV Networks - National, Regional, Local
OTA Station Groups - National, Regional, Local
Filcro Media Staffing proceeded to determine the sales operational needs and sales budget goals of the network from
each DMA, across each broadcast platform. Satellite, OTA and MSO all offered varied modalities for efficacy. Reviews
of media metrics and

It became clear in a brief period of time that ideal environments to recruit from had a finite number of DR, Sponsorship
or Paid Programming sales executives with the combination of strategic / tactical experience and the operational / sales
skill sets we were seeking. In larger heavily layered broadcast environments we found myopic candidates for the most
part without the front and back-office acumen. In many smaller broadcasters we encountered a lack of experience that
would not allow the Peter Principle to become a factor in the near future. Continuity, stability and capacity were key
characteristics to assuring that the executive would express longevity and grow into the modernized sales
infrastructure.
From an operational perspective with regard to traffic, planning and inventory there were a number of national and
regional firms that offered clear benefits to the client. Properly mixing the sales and operational acumen was key to this
search so we examined the sales operational infrastructure of the top competitors we wanted to recruit out of.
The client CFO opted to have their original desired recruitment universe amended to include operational skill sets for
back-office functions as once Filcro Media Staffing was retained and presented a snapshot of the Networks
competitors, the CFO opted to increase compensation to attract the ideal sales executive.
This greatly reduced the pool of candidates but quickly produced viable prospects by their capacity to meet or exceed
budget and the operational responsibilities.
Some of Challenges Facing the Director of Paid Programming Sales
Expansion of New Markets
Developing Brand Awareness
New Business Development
Current Client Relationship Building
Educating Clients About the Network's Expanded Audience
Change Management
Traffic, Inventory, Planning and Ideation for OTA, MSO and Satellite


Filcro Media Staffing proceeded to identify "happily engaged" and successful paid programming and direct response
TV sales executives with proven records of meeting or exceeding budgets within the client company's current
demographic and the new expanded must-carry DMAs. Subsequently, we recruited those identified and qualified them
based on the mix of strategic and tactical characteristics, autonomy and sales / operational experience.
Our top three candidates recruited and attracted were all capable of working autonomously and focusing on generating
income while building the firm's sales infrastructure. It was apparent however that the professional ecology of one
candidate more closely resembled the ecology of the client company itself, and they were ultimately hired. Filcro Media
Staffing attracted (3) qualified candidates with equal TV sales capacity, experience and acumen.
The CFO of the client TV Network had exceptional mentoring skills and he was clear from the onset as to the weighting
of strategic and tactical skills that were most desired so he could mold this executive to facilitate the Network's long
term plans into expanded national markets and contiguous DMAs.
Successful Director Identified, Recruited and Attracted
A senior national account executive who also functioned as the lead media planner for one of the largest regional
broadcasters in the United States. Her current budgets being met and sales operational acumen were everything the
CFO and President of the client TV Network were seeking to monetize the Network's expanded markets.
She was responsible for paid programming sales and maximizing revenue for a highly
regarded group of broadcast properties that were closely related to the client company's
current and future programming objectives. Her capacity to sell inventory, create proposals
and service accounts by interacting with outside agencies and internal traffic departments to
ensure all schedules were booked correctly and run accordingly while researching and
resolving invoice discrepancies with accounting was ideal.
From rates cards, RFPs, ideation, media kits, programming information, developing and maintaining strong client
relationships and managing budgets (in excess of the new Network's goals) while supervising junior staff members, the
executive recruited by Filcro Media Staffing had the tactical and operational skills desired.
The new Director clearly was able to manage the day-to-day operations of the traffic department. This included
overseeing the production of the program logs, supervising order entry for two networks and internally maintaining paid
programming and direct response commercial inventory, balancing revenue in both Paradigm and Dealmaker and
generating monthly billing batches for two TV Networks.
It was Filcro Media Staffings opinion that this executive's strength came from learning the business from the ground
up. Tony Filsons ability to attract her was based partly on the fact that she was not identified by her company as the
asset she was. Here was a clear case of under utilized high-potential talent that was not allowed to grow or be
recognized in her current environment.
The cultural fit in the new TV Network was correct and the President & CEO admired and complimented her soft and
hard skills after the first interview.
The executive's transition over to the new TV Network went very well and the CFO played a key role in acclimating this
paid programming executive in the proper manner. She has proven to be highly productive in every area desired by
the Network.

This Filcro Media Staffing case history profiles Filcro Media Staffing as the search firm of record with Tony Filson as Officer
in Charge of Search recruiting a Director of Integrated National Advertising Sales
.
Search
Director National Advertising Sales
Integrated Media for The Americas

Media Industry Businesses
Broadcast TV, Cable TV, Satellite TV, Mobile, Online, OEM, Digital Radio
Traditional TV Advertising
(DR) Direct Response
Sponsorship
Mobile
Social Networking
Online
OEM Integration
Based New York, NY USA
Client
A multicast multiplex cross-platform music TV network with advanced modality in areas relevant to monetization,
dissemination, licensing, technology and music industry integration to circumvent traditional roadblocks associated with (8)
eight media platforms
Direct Report Chief Revenue Officer (CRO)
Search Firm Filcro Media Staffing, Officer in Charge Tony Filson
Client Situation
Due to increased competition in the music space regarding, affiliate agreements, licensing costs and technology
developments the board of directors opted to model future multiplex music distribution across multiple music genres on the
monetization of (8) media platforms as directed by a newly hired CRO.
The CRO having prior experience in a multi-billion dollar U.S. based media and entertainment conglomerate wanted to
eliminate redundancy and increase the efficacy of each individual sales professional to reflect his vision of cross-platform
integrated media advertising sales being conducted by singe points of contact vs. silos of competing internal media interests.
The areas of responsibility with regard to national advertising sales would be on all (8) eight media platforms that the Music
TV Network would be disseminating across in The Americas.
The Filcro Media Staffing Recruitment Solution
Based on Filcro Media Staffings prior experience recruiting for each individual media platform and also for integrated media
platform executives, Tony Filson as Officer in Charge of Search opted to start with revenue goals associated with each
platform and initiate universe compilation based on the revenue objectives of the CRO.
Tony Filson directed Filcro Media Staffings recruitment research staff to break down New York, Los Angeles, Chicago,
Boston and Miami markets based on the advertising agency and direct client spends across the business verticals relevant to
the demographics of each music genre or channel associated with each platform. Combining these numbers offered many
challenges as in some instances mobile and online numbers were integrated as were TV spend dollars that sometimes
overlapped with OTA, MSO and Satellite. Deriving social networking numbers were also a challenge as many of these dollars
were stripped from other platform budgets.
As the firm has been retained to build out New York, Los Angeles and Chicago we opted identify the New York Director of
National Advertising Sales first. Based on the proximity of the firms executive offices, the advertising agencies and the
higher expectations of revenue budgets from New York this was logical and proved to be effective from a process

Broadcasting Executive Search - Advertising Sales Group

perspective that we could emulate in Los Angeles and Chicago.
Music monetization acumen was no doubt Filcro Media Staffings primary focus here. It was amazing when speaking with
those outside of music and or music advertising sales to see how many of them failed to understand the proposition as it
related to all the media platforms, the agency and the client and the consumer.
With B2B, B2C & C2C offerings we needed a Director who could grow rapidly as they would have to hire additional staff as
Managers and Account Executives once initial budgets were met. With so many opportunities for traditional ad sales and
sponsorships it was essential that this Director was able to recognize opportunities that most advertising sales executive
would not capitalize on.
As player coaches in each geographic these Directors would have to work with ideation, RFP response and sales planning
resources that were lean compared to some other environment they had worked in. The Director in New York had to
understand the importance of building a solid foundation that worked so each platform, the agency, the client and the
consumers were involved in seamless assimilation and dissemination
One concern of Tony Filson was the optimal mix of clients and agencies to support such a diverse offering of music genres.
As examples CPG, QSR, Automotive, Beverage, Adult Beverage, Travel, Apparel, Entertainment, Footwear, Electronic,
Financial and Gaming would lean towards specific music genres in some instances, day parts and rotations. R&B, Country,
Rock, J azz, Latin, Pop, to name a few would no doubt offer individual challenges and advantages. Finding a person with the
right agency and client mix would be essential who could fit into this unique culture.
Filcro Media Staffing has had extensive experience over the years with TV and Music industry recruitment. This industry
related recruitment experience allowed the firm to complete the search ahead of the proposed schedule. The CRO was very
pleased.
The New Director Recruited
The new Director of National Advertising Sales recruited by Filcro Media Staffing was hired by the CRO from a initial pool of
63 candidate, placed into 3 tiers, with 4 candidate ultimately making it into the first tier.
With 14 years of combined work experience the new Director was a well honed advertising sales executive. As a matter of
fact, Tony Filson had recruited for two of the firms that the Director had worked for in the past. Filcro Media Staffing had no
conflict of interest nor was the new Director currently employed at a firm that had retained Filcro Media Staffing within the
past year.
Most currently the new Director worked for the number one TV Music entity associated with the primary demographic and
three of the key music genres of the new firm she would be joining.
The new Director was recruited based on her extensive mix of agency and direct client contacts that touched on EVERY
area relevant to the CRO for ramp-up in New York.
Coming from a multi-billion dollar media and entertainment brand the CRO and the new Director had a great deal in common
with their revenue expectations and the process to accomplish their revenue goals.
What amazed everyone was what a unique fit this new Director was from so many perspectives. Not only had she worked in
OTA, Cable and Satellite, her Online, Mobile and Social Networking integration was outstanding.
Prior to working in TV the new Director had lead monetization within the music industry with the world's largest producer and
distributor of music.
Starting her career in print advertising sales she was well aware of the past and how legacy media failed to grow with the
needs of the consumer and the advertising industry.
Going forward she successfully sold as an individual seller generating 10s of millions of dollars. As a team leader and
manager of a national sales team she most recently, met a an 80 million dollar budget running East Coast National Sales for
her last employer.

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Filcro Media Staffing, All Rights Reserved

A Filcro Media Staffing executive search case history review

Regional Vice President Sales (RVPS)
Media Technology and Workflow Solutions
The United States and Canadian Territories
Based New York, NY - USA - New York Metropolitan Area
Executive Search Firm Filcro Media Staffing
Officer in Charge of Search Tony Filson reporting to the NSVPS and President
Client The World's leading media and broadcasting technology and media workflow solutions company.
Search Regional Vice President Sales - U.S. and Canadian markets
Client Situation With the expansion of broadcast technological resources, intellectual property and integrated media workflow
solutions, there was a need to expand and optimize the sales organization in selected areas of the United States and
Canada.
With a pending acquisition of a major competitor the President of the acquiring company was being proactive in securing
additional business channels for monetization that would capitalize on the firms enhanced capacity to play an even greater
role within unprecedented ownership of the full cycle of the media workflow process to include seamless broadcasting
operations, production, post-production and content management modalities.
The executive this position reports into is a gifted National Senior Vice President of Sales and he was quick to note and
articulate the areas of responsibly, experience and product knowledge that this media technology executive would require
to be successful on tactical and strategic levels as an individual contributor and leader of a honed group of regional sales
executives.

Business Sector Inclusions
TV Production & Post Production
Motion Picture Production & Post Production
Broadcasting Production, Post & Technical Operations
Digital Production Technologists and Solutions Providers
Media Technology Providers and VARs
Media Software Developers and VARs
Content Management System Providers
Media Workflow Solutions Competitors
Developers of Advanced Media Technology and Research
EDIUS: Behind The Scenes
Filcro Media Staffings goals for this search were extensive. The firms recruitment efforts were targeted towards known
entities and leaders in this space who were gainfully employed, happy and productive. The value prepositions of growth
and financial success were real and transparent. Recruiting and attracting those offering everything the client was seeking
was a tremendous amount of work drawing from every major media technology center in the United States and Canada
until the ideal executive was identified, recruited and attracted at an aggressive cadence.
The new RVP we recruited would be responsible for the Eastern region territory and Canada and for developing and
strengthening a set of accounts and vertical markets. Needed was a sophisticated manager to direct AE's, key
relationships and ensure that the appropriate resources are available and focused to support the firms selling objectives
and relationship goals.

The territories including: Canada, Maine, New Hampshire, Vermont, Massachusetts, Connecticut, Rhode Island, New York,
New J ersey, Pennsylvania, Delaware, Maryland, Virginia, W. Virginia, and Washington D.C. were extensive in geographic
reach and media market penetration as the most sought after in the industry. This new RVP would require extensive
acumen in these key media technology markets.

The ability to develop and implement sales plans by Account Executive and/or accounts aligned with market segment,
geographic territory, and business portfolio in support of company objectives was essential as no two accounts were exactly
alike in spend or need. The new Regional Vice President would have to meet or exceed sales objectives of the assigned
region / accounts by promoting and selling solutions through professional relationships that often take many years to
develop.
Filcro Media Staffing having recruited media technology leadership in the past as CROs, CIOs and CEOs of the clients
targeted media communities in broadcasting and entertainment afforded the firm a distinct advantage during the recruitment
phase of the search. As the new RVP would have to provide reporting and forecast using the SalesForce automation and
other tools, the officer in charge of search knew that the environments being drawn from would offer this level of sales
reporting accountability.
Coaching and developing a professional sales team as a group and as individuals was a key concern of the hiring manager
and the SVP being a honed mentor was seeking an executive who could build continuity in a market that rewarded
longevity and delivering on promises.
Implementing and championing the company's sales process to establish a culture of solution selling at all levels of the
customer's decision-maker hierarchy would be essential. C level and line personnel were all involved in the decision
process for workflow solutions and this RVP would need to be very hands-on and effective at all levels of client
engagement.
With so much of the media technology industry depending of national and regional events and shows to sell and spotlight
product lines and services it was essential that we identify an RVP who was a welcome guest with exceptional interpersonal
skills and product knowledge who could engage customers on a human and technical level as a solution provider and not a
pushy salesperson.
Travel would be extensive to meet customers and to coach Account Executives in the field, this executive required a
proven record of managing resources and staff in an organized and knowledgeable manner.

The Filcro Media Staffing Recruitment Solution
Filcro Media Staffing proceeded to identify national and regional media technology sales executives with a minimum of 10
years of tactical and strategic leadership.
We sought demonstrated acumen that was articulated and admired by peers and contemporaries competing in the same
space who had direct interaction with this executive and their sales organization as a whole.
Of interest was legacy vs. digital media and the ability to sell to and across
an emerging multicast, multi-platform industry managing teams that efficiently
conveyed a solution selling message that was consistently increasing
revenue.
As public speaking and C Level interaction would be the norm we also
sought a special set of skills that even some effective sales leaders lacked in
the ability to convey messages to important and at times large audiences.
Looking at the markets to be served we also wanted an executive who could
create markets vs. being reactive. With so much of the media workflow solutions business being generated by the capacity
to create more efficient and productive process this executive would need to have access above and below line on the
client side to covey opportunities that can facilitate advantages in very competitive broadcast, production and post
environments.
The officer in charge at Filcro Media Staffing also wanted to understand the executives coaching, mentoring and team
building capacity. With consolidation and acquisitions taking place it was important to not only know who this executive is
intimately but also the people he has hired and developed as sales professionals over the years. With an immediate need
for an addition to staff in one of the new RVPs sales offices it was essential that this media technology sales executive was
adapt at attracting sales executives who expressed success and continuity to create a stable and productive work
environment.
Tony Filson as the officer in charge of search himself enjoys media technology and short of this executive reading white
papers form Bell Labs every day there had to be an inherent curiosity and love for technology in this new RVP of sales.
The client company known for being The Cutting Edge player in this space, the new RVP would have to be a bit of a
Renaissance person with all things media. As complex and ever changing as broadcast and media technology can be,
Tony Filson wanted an executive who can speak to any concern of a CIO, CTO, Producer, Director, Editor or Chief
Engineer with aplomb.
The Talented New RVP of Media Technology Sales Recruited and Attracted
First we would like to state that it was a personal and professional pleasure working with the Senior Vice President as the
hiring manager and the President of Sales. Both are mature-minded, honed and polished executives and gentlemen who
accomplished a great deal through this national executive search. Thank you. With over 25 years of media recruitment
experience this was one of the most work intensive and rewarding searches conducted by the firm.
The new Regional Vice President of Sales attracted was from a direct and close global competitor of the client company.
With current North East U.S. and Canadian markets being areas of sales responsibility this media technology sales
executive was well suited to optimize return from the most profitable territories in the media technology and media workflow
solutions markets globally.
His broad media hardware, media software and media enterprise acumen was exceptional. With the capacity and
experience providing media workflow solutions on a granular and enterprise level, this executive was an impressive
contributor and leader.
Known for attracting and building individual sellers and selling teams this executive's reputation was impeccable. Media
sales professionals wanted to work for him, enjoyed working for him and grew working for him. This was a man who
attracted and developed media sales executives that everyone in the media technology industry wanted to hire based on
his noted leadership and high hiring standards.

At public and industry events he was a consistent, noted and effective leader conveying his firms message to industry
leaders and decision makers. His capacity to translate media business goals into hardware and workflow solutions was
unprecedented. He brought a human element to the process and developed relationships that granted him access to the
largest purchasers of media technology in the world.
This executive's career ecology was a very close match to the client company's corporate ecology. Ready for a substantial
increase in autonomy, compensation and a larger corporate structure this was a perfect match for the company and the
recruited executive. The hiring company's culture was also a match as the SVP praised and rewarded performance in the
same manner this new RVP was noted for. Both the executive and the client company believed in positive reenforcement
and working with professionals as individuals with specific needs and desires for motivation. This was a complex modality
that was shared and successful and played a key role as a catalyst this new relationship.
Once this new RVP was hired there were changes to the proposed corporate acquisition and also new corporate leadership
was introduced. Without hesitancy the new RVP made the transition and is today one the firms noted press
announcements profiling their continued dominance in media technology and media work flow solutions.
Filcro Media Staffing offers specialized media recruitment for the business, technical and creative interests of the media
and broadcasting industries. Executive search assignments are conducted globally and in every major media center in the
United States to meet the demanding needs of building, operating, monetizing and growing media assets and services.
Additional Case Histories | Home | Media Recruitment Groups | Technology Specialization - Link to the above RVP Media
Technology Sales Search
Vice President
National Advertising Sales

Search Vice President National Advertising Sales (VPNAS)
Search Firm Filcro Media Staffing, New York, NY - USA
OIC Tony Filson, New York, NY - USA
Reporting to Senior Vice President, New York, NY - USA
A National Digital Radio Advertising Sales Broadcasting Executive Search

Client A Radio Network with U.S. and international operations on broadcast and digital platforms
with exclusivity in technology, platform and media markets.

Client Situation The CEO and Senior Vice President of the client company are literal owners of a media
platform and after many years of building a substantial brand and operational
infrastructure they were seeking monetization.
The firm, poised to capitalize on B2B, B2C and C2C revenue streams from OEMs,
Consumers and Advertisers was seeking national sales leadership to build a respected
sales organization.

Executive Search Committee Member(s) Industry and Sector Inclusion

Sports Teams
OTA, MSO, Radio, Digital, Cable and Satellite TV Broadcasting
OEM - Original Electronic Manufactures
Investments Banking Firms
Management Consulting
Broadband and Telecommunications Companies
Broadcast Engineering Companies


The Filcro Media Staffing Officer in Charge of Search, Tony Filson, met with the Senior Vice President in New York to
discuss the immediate and longterm revenue goals of the company.
In the initial meeting the following was determined: revenue goals, available inventory, U.S. geographic penetration, OEM
product roll-out and cadence, current agency / sponsor / client relationships, budgets, proposed sales organization
structure, sales front and back-office needs, internal cross-functional teams and resources.
Filcro Media Staffing with extensive advertising sales executive search experience was able to provide the Senior Vice
President with a realistic time-line comparing similar national advertising searches based on budgets, markets and build-
out requirements.
A consensus was achieved immediately as to the level of individual, experience and ideal relationships to bring forward.
Tony Filson commenced with universe compilation the following business day.
Summary: The search was completed on time and on budget to meet all of the firms requirements and in excess of
400% of their revenue goals.

Challenges facing the new Vice President of National Advertising Sales (VPNAS)

Educating Clients and Agencies About a New Media Platform
Establishing Front and Back Office Sales Resources in NYC
Setting Guidelines for Pricing on Inventory For a New Product
Formulating Local, Regional and National Modalities
Meeting Immediate Budget Goals as a Player / Coach
Determine Home, Automotive, Mobile, OEM and Client Monetization Roll-Out
Across Various Business Verticals
Guide Cross-Functional Teams for Technology, Ideation & Sales Support
Setup White Labeling of Network Offerings

Filcro Media Staffings Recruitment Modality

The new Vice President of Advertising Sales would have to meet a moderately aggressive budget at the onset. while
attending to other duties. It was essential that Filcro Media Staffing identify and recruit sales executives with exceptionally
strong direct client relationships. These relationships would be critical in shortening initial inventory objectives as strategic
initiatives based on new technology across a new media platform was best pre-approved by the client
Filcro Media Staffing having broad experience recruiting similar national sales executives was able to establish a short list
of ideal environments to recruit from where the tactical and strategic objectives of the search could be met.
With our ideal VP targeting for the search in the initial 20M to 30M range as contributors, we were seeking a 400% to
600% cushion to assure success. We followed this modality based on knowledge from previous searches and the O&D
charting with compensation structures used internally by Filcro Media Staffing for recruitment.
With compensation and budgets established the Officer in Charge of Search Tony Filson moved on to direct client and
agency relationships. Noting four prior searches for national sales where six of the eight desired clients could be targeted
the Automotive, QSR, Beverage, Financial, Telecommunications and Travel and Leisure accounts were all accounted
for. This led to a manageable universe.
Starting with over 20 targeted sales executives from our research and over 40 who approached Filcro from a known
presence in the industry. First round vetting established second round interviews of (12) candidates. Initiating the third
round of interviews for the search in New York (8) met with Filcro Media Staffing in New York with the Director of
Research and the Officer in charge of search. (3) Ideal candidates were produced and the SVP met with all of them at
Filcro Media Staffings offices in New York City.
The SVP of the client company after meeting with all three candidates was interested in hiring two of them. He
subsequently arranged for both candidates to meet with additional executives including the CEO outside of New York.
As both candidates were so qualified, it was difficult at one point for the SVP to make a final determination. If the sales
organization was more mature, the SVP stated they might have hired both candidates.
With a pending acquisition by the client company of a noted entertainment brand and their creative content, it fell to the
candidate who had prior work experience with this major media and entertainment conglomerate. This was not the only
factor that caused the client to hire him over the other candidate but it was a determining factor.
From initially engaging Filcro Media Staffing to the actual start date of the new Vice President less
time expired than was slated for the search. Filcro Media Staffing completed the search under budget, under market
comp and in less time than was alloted for the search.
The new Vice President's transition to the client company was successful.

The Successful National Vice President of Advertising Sales Recruited

The new Vice President of Advertising Sales is a results-driven,
dynamic sales leader with 20+years of overall experience and a proven
track record of leading and driving record-breaking sales performance
across multiple media platforms. His ability to identify and capitalize on
new sales opportunities through relentless team leadership efforts are
noted in the industry. His experience selling and negotiations with
senior-level executives at Fortune 50 and key client companies as well
as top media agencies nationwide combined with strong relationships
with senior executives at the top advertising agencies, made him ideal to
lead. Effective as an organization-wide communicator in prior environments he will do well the internal cross-functional
teams.
Hired to restructure , and direct sales for broadcast and digital media brands in the past he has proven efficacy in front
and back office sales as a contributor and player / coach.
With a record of exceeding budgets and driving new brands for media and entertainment
conglomerates the New VP of Sales has direct client relationships and agency contacts is
the business verticals desired by the CEO and SVP.
Working in his career with a list of CXO level decision makers directly at the client and
the senior most staff at the world's largest advertising agency the new VP of sales was able to coordinate meetings
immediately.
At one firm, he was promoted five times in seven years, His drive, ability to motivate
others and convey messages to vastly varied audiences impressed even the most skilled
sales executives he worked with and for.
Located on the East Coast no relocation was required. This executive has made a
smooth transition and the SVP and CEO of the client company were exceptionally pleased
with the results of this national advertising sales executive search
Sales Group Links: http://www.filcro-media-staffing.com/html/filcro_media_staffing_advertising.html
Marketing Sub Groups - Sports - Music - TV - Affiliate
This Case History ALT Page: www.filcro-media-staffing.com/html/radio_advertising.html


Filcro Media Staffing - Broadcasting & Media Recruitment Practice Groups
Broadcasting and media executive search experience and skill set designations for clients and candidates

Accounting Advertising Sales Affiliate Sales Broadcast Operations
Business Affairs Broadband Closed Captioning Corporate
Creative Services Development Editorial Engineering
Facilities Finance Human Resource IT
Interactive Inventory Legal Marketing
Media / Music On- Air Promotions Production / Post Program Practices
Programming Real Estate Research Sales
Sales Planning Sports / Systems Talent Payment Technology
Traffic TV / Radio GMs Our Industry Cares Home Page / Clients

Home - Contact - Case Histories - Employers - Modalities
For TV Network Origination Sales and Production Sales: Link
Please note the page you are on is for Media Advertising Sales Executive Search, Thank you.
http://www.ExecutiveSearch.TV Filcro Media Staffing,all Rights Reserved 1985-2014 Executive Search Reviews References

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