Cable TV Network
Affiliate Marketing, Public Relations and Special Events

   Director Affiliate Marketing, Public Relations and Special Events

Stamford, CT - USA based
FMS OIC reporting to Human Resources, Stamford, CT - USA

Client: Cable TV Network with 60 million subs devoted to sports, adventure and the outdoor lifestyle.

Search: Director Affiliate Marketing - Public Relations and Special Events

Client Situation: The Director of Human Resources identified Filcro Media Staffing to conduct the search based on FMS completing similar searches at other Broadcast and Cable Networks. The Senior Vice President of Programming was also familiar with the firm and was instrumental in conveying information that led to Filcro Media Staffing (FMS) being retained. FMS having participated in National and Local “Affiliate Sales” as well as National and Local “Ad Sales” searches was fully aware of the skill sets and experience required to facilitate the Network’s Affiliate and Event objectives to enhance their Local Ad Sales, Public Relations and Special Event objectives.

Industry and Sector inclusion:

• Network Television Broadcasting
• Cable TV Networks
• Network Affiliate Sales, Marketing & Promotion

FMS was retained.

FMS Officer in Charge of Search TF was asked to commence a search in the markets surrounding Stamford, CT to avoid a corporate relocation if possible. FMS concurred that a suitable universe of candidates with the appropriate Affiliate Marketing and Public Relations experience within the Network’s compensation range could be identified in the targeted geographic. New York, New Jersey and Connecticut offered an ample “affiliate executive” population to establish a suitable search universe in a brief period of time.

FMS initially identified Major Network and Cable Network Affiliate and Corporate Communication executives to establish a search universe. The uniqueness of this particular network offered great attraction possibilities. The ability to draw from outside the genre and concentrate more on effective performance within the established required skills sets was refreshing.

Succession plans were not required as this environment was expanding and currently attracting executives from top to bottom. Longevity and effectiveness from a tactical perspective were the client’s primary goals here.

This search was handled exceptionally well by Human Resources being that a key executive was not yet in place to participate in the interviewing process. The direct Marketing and Public Relations report and Affiliate Sales Vice Presidents were proactive during the process and clearly stated their preferences during identification and recruitment.

The clear definitions established with the Director of Human Resources at the inception of universe compilation were key factors in the final tiring of candidates. No significant changes were made during the search process aside from the increased weighting of Cable Network as opposed to Major Network candidates with the appropriate affiliate marketing, PR and special event experience.

The Event and Affiliate Marketing skills required offered some challenges at the onset. Being that extensive autonomy was required to establish synergies on many levels, we needed an affiliate executive who could function strategically and tactically on domestic and international special event projects that were “nontraditional” based on the Network’s unique niche. The special events and PR responsibilities were a mix of industry and consumer concerns that are unique to the broadcasting industry yet based on the lack of sophistication of some broadcast environments, the desired skill sets did not exist in a single person in most established networks.

The diversity of the Networks programming was never an issue. The broad and unique demographic some felt would impair universe compilation from an attraction perspective never materialized and ultimately led to being a “positive” in attracting the new director of affiliate marketing, PR and special event.

Some of the challenges facing the new Director of Affiliate Marketing, PR and Events:

• Build value with affiliates through development of marketing tactics, promos, and local event
• Develop affiliate marketing, PR and special event tune-in initiatives for anchor programming to generate revenue for cable affiliates.
• Create high-speed access promos and VOD programs
• Responsible for all special event marketing, trade shows and PR for the industry
• Liaison between Marketing, Affiliate Sales and Programming
• Create/Develop Affiliate Marketing, PR and Special Event materials
• Manage Affiliate Marketing budgets for PR and special event
• Supervise Affiliate Marketing Manager and direct reports for global events

Solution: FMS proceeded to Identify the "best in industry" affiliate executives with current or prior public relations, special events and marketing experience who excelled in similar functions on a national and international level within the assigned geographic universe we were permitted to function within.

The mix of VOD and Broadband skill sets required for the Network were key factors in our tiering of candidates. The Network was fortunate that distribution and programming were revenue generators and capitalizing on their strength was accomplished by utilizing models established with other Multi-Plex clients we had recruited for in the past. However, traditional multi-plex environments with a lack of commercial programming would not suffice so we had to provide a commercial mix to assure that VOD and Broadband would effectively meet the Ad Sales requirements too.

With extensive international travel being a consideration, a proven capacity to function autonomously while enhancing value was key. We needed an executive who was known for making things happen by presenting traditional: Value, Benefits and Advantages to clients internal and external to the organization.

The mentoring of an affiliate manager already in place, required strong apparent acumen within the current and targeted markets. Industry contacts were key.

Successful candidate(s) identified: A Director of Affiliate Marketing from a major group of diversified Networks.

This Director had managed the development and execution of five (5) annual marketing, special event and public relations campaigns aimed at current and/or prospective consumer bases (national and local extensions) and managed strategic initiatives to secure distribution of networks in at-risk markets while tracking consumer trends and patterns and competitive product activity.

She also created strategic revenue generating / retention driven market and public relations campaigns that were highly effective. Her out-of-the box promotional initiatives utilizing specially designed databases, e-mail and digital tools to increase the perceived value of cable networks and reinforce brand positioning were known in the industry to be trend setting at the time.

Her ability to direct vendors, adverting and PR agencies and internal Creative Services while managing the cross pollination of resources, on the development, production and fulfillment side of campaigns and evergreen materials (Internet content, brochures, premiums, direct mail, bill inserts, trade ads, product one sheets, commercial & radio spots, training materials and local advertising sales resources) were well honed.

She also managed development of new launch products including all collateral materials, client notifications, consumer advertising and in-market special event coordination. As the primary liaison with divisional field staff on all corporate, programming and public relations activities she had the proven skills to function with the autonomy desired for all domestic and international programs

Her development of award winning affiliate web sites and ability to create and manage execution of various MSO co-branded synergistic promotions developed to raise awareness of networks in key markets while securing launch were proven.

This marketing/PR/special event search was completed in (7) seven weeks from the date that Filcro Media Staffing was retained. The hired executive was presented during the first (3) weeks of the search and the client company moved quickly to secure their interests.

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