First Tier Cable TV Network Affiliate Marketing, Affiliate Public Relations and Affiliate 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.
Search Groups Affiliate Marketing | Corp Comm | Sports
Reporting to Human Resources, Stamford, CT - USA
Client Cable TV Network
Search Director Affiliate Marketing and Affiliate Special Events
The Director of Human Resources identified Filcro Media Staffing to conduct the search based on the firm completing similar searches at competing Broadcast and Cable TV Networks. The Senior Vice President of Programming was also familiar with Filcro Media 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” affiliate 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, Corporate Communications and Special Event objectives through increased affiliate distribution for domestic and international markets. MSO, Satellite, Mobile, OTA Networks, Station Groups, OEM and new OTT distribution were all considerations in tandem with sports league and sports team relationships.
Industry and Sector Inclusion
- Network Television Broadcasting OTA
- TV Station Groups
- Regional Sports Networks
- Cable TV Networks
- Producers of Sports Programming
- Sports PR and Sports Management Firms
- 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 and two others, if required. 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.
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 and understand the type of image he wanted to present to the industry..
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. Filcro Media Staffing’s experience with MLB, NHL, MBA, Boxing and extreme sports and teams also helped during the search.
The Special Event and Affiliate Marketing skills required offered some challenges at the onset with those who lacked the sports acumen we were seeking. Extensive autonomy would be required in the new Director 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 Networks’ sports programming was never an issue with the final tier of candidates. 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 heavy weighting of MLB and NFL.
Challenges Facing the 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 extensive team and league agreements.
- Develop affiliate marketing, PR and special event tune-in initiatives for anchor programming to generate revenue for cable affiliates.
- Create 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 the International shows
- Liaison between Marketing, Affiliate Sales and Programming to assure continuity in messaging and branding
- Create / Develop Affiliate Marketing, PR and Special Events materials for B2B, B2C and also C2C for Network social media
- 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.
- Maintaining close ties with sports leagues
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 we were recruiting within.
The mix of on-air, VOD, OEM and broadband affiliate promotion experience required for the Network were key factors in our tiering of candidates. The Network was fortunate that online, mobile 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, but represented one of the most successful sports programming entires in TV and also had one of the most successful affiliate divisions in the industry. We maintained every MBO/KPI and SUB goal number desired in the executives we brought forward from an experience perspective.
With extensive international travel being a consideration, a proven capacity to function autonomously and remotely 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. With programming serving a diverse global audience there was no way to weight the primary US markets with LATAM, ASIA, EU & MENA needs. This executive would have to establish priorities based on programming and events that can never be determined at beginning of any season for any sports team or league.
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, Satellite, Station Groups, Regional Broadcasters and International Broadcasters OCONUS. The current affiliate manager had no international affiliate sales or marketing experience. The importance of the new Director's capacity with international affiliate relations could not be emphasized enough
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 marketing and digital tools with unique creative content to increase the perceived value of the cable networks and reinforce brand positioning were known in the industry to be highly effective and respected.
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, TV 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 all had proven efficacy.
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) three weeks of the search and the client company moved quickly to secure their interests by expediting their internal interviews.
Tony Filson was the officer in charge of this search.
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