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First Tier Cable TV Network Affiliate Marketing, Affiliate Public Relations and Affiliates Special Events Executive Search Case History by Filcro Media Staffing
 Director Affiliate Marketing
Sports Public Relations and Network Special Events
Based Stamford, CT - USA
Search Firm Filcro Media Staffing
Officer in Charge Tony Filson, New York, NY - USA
Reporting to Human Resources, Stamford, CT - USA
Client Cable TV Network
Search Director Affiliate Marketing and Affiliate Special Events
Client Situation
The Director of Human Resources identified Filcro Media Staffing to conduct the search based on the firm completing similar searches at other competing Broadcast and Cable TV 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.
Tony Filson having conducted similar International, National and Local “Affiliate Sales” as well as National and Local “Advertising Sales” affilaite searches was fully aware of the skill sets and experience required to facilitate the Network's Affiliate and Event objectives and enhance their Ad Sales, Public Relations and Special Event objectives through increased affiliate distribution for domestic and international markets. MSO, Satellite, Mobile, Station Group, OEM and new OTT distribution were all considerations.
Industry and Sector Inclusion
- Network Television Broadcasting OTA
- Cable TV Networks
- Producers of Sports Programming
- Related Network Affiliate Sales, Marketing & Promotions Environments
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search Tony Filson was asked to commence the search in the markets surrounding Stamford, CT to avoid a corporate relocation, if possible. Tony Filson 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 at the cadence discussed to complete the search.
Filcro Media initially identified Major and Cable Network Affiliate and TV Network Corporate Communications executives with prior Affiliate Messaging 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 affiliate marketing efficacy was refreshing.
This search was handled exceptionally well by Human Resources as the key affiliate relations executive was not in place yet to participate in the interviewing process.
The Director of Marketing and Public Relations as well as the regional Affiliate Sales Vice Presidents were proactive during the recruitment process and clearly stated their preferences during the initial round of interviews. The new TV Network President would not start until after Filcro Media Staffing completed this search, fortunately we were able to garner his input through the transition period..
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 vs. Broadcast with the appropriate affiliate marketing, PR and special events experience.
The Special 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 “non-traditional” based on the Network’s unique niche in global markets. The front-facing special events and PR responsibilities created a unique mix of requirements. Most if not all Cable Nets of this large size had separate areas dedicated to these functions.
The diversity of the Network sports programming was never an issue. The broad sports programming that some felt would impair “attraction” never materialized and ultimately led to being a “positive” factor hiring the proper director even though their sports acumen was limited to MLB and NFL..
Challenges facing the new Director of Affiliate Marketing, PR and Events
- Build value with affiliates through development of marketing tactics, promos, and local events that did not conflict with team and league agreements.
- Develop affiliate marketing, PR and special event tune-in initiatives for anchor programming to generate revenue for cable affiliates.
- Create high-speed (HD) access promos and VOD programs for new OTT and OEM partners.
- Responsible for all special event marketing, trade shows and PR for the industry in New York, Las Vegas and International shows
- Liaison between Marketing, Affiliate Sales and Programming to assure continuity in messaging
- Create / Develop Affiliate Marketing, PR and Special Events materials for B2B, B2C
- Manage Affiliate Marketing budgets for PR and special events in line with Affiliate Sales projections vs. actuals
- Supervise Affiliate Marketing Manager and direct reports for global, national, regional and local sporting events that require Network attendance.
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing 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 on-air, VOD, OEM and broadband experience required for the Network were key factors in our tiering of candidates. The Network was fortunate that online and VOD distribution were revenue generators at competitors we were recruiting out of with similar multiplex broadcast modalities. However, traditional multiplex environments with a lack of commercial programming being SUB driven would not suffice so we had to eliminate many who lacked prior ad sales, cross-functional team experience. We maintained every MBO/KPI and SUB goal number desired.
With extensive international travel being a consideration, a proven capacity to function autonomously was key. We needed an affiliate executive who was known for making things happen by presenting traditional: Value, Benefits and Advantages to clients internal and external to the organization while customizing programs across multiple media platforms at times in multiple languages.
The mentoring of an affiliate manager, already in place, would required strong acumen within the current and targeted international affiliate markets to optimize their efforts to MSO’s, station groups and international broadcasters. The current affiliate manager had no international affiliate sales or marketing experience..
Successful Director of Affiliate Marketing Recruited
A Director of Affiliate Marketing from a major group of diversified Cable TV Networks.
 This Affiliate Director had managed the development and execution of five (5) annual marketing, special events and public relations campaigns aimed at current and/or prospective consumer bases (International, 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 with all the associated sports leagues, teams and governing bodies.
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 the cable networks and reinforce brand positioning were known in the industry to be trend setting at the time.
Her ability to direct vendors, adverting / 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 in multiple languages for all US, LATAM, EU and ASIA markets.
Her development of award winning affiliate web sites and affiliate client “on-line tools” and the 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 affiliate 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.
Tony Filson was the officer in charge of this search.
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