A municipally owned diversified utility system providing electric, water, wastewater and
fiber-optic telecommunication, MSO and information services. A Filcro Media executive search case history for review.
CATV and Associated Telecommunications
(GM) / (GSM) / (RSM) / (LSM)
Location Bristol Virginia and Mooresville, North Carolina
Search General Manager – GM / GSM / LSM - Local & Regional Sales
Reporting to President & CEO; Executive Vice President & CFO
Search Firm Filcro Media Staffing
Officer in Charge Tony Filson
The first municipal entity in the United States to build a fiber-to-the-premise network offering the “triple-play” of MSO based telephone, cable and Internet services.
An executive search committee was formed consisting of members of the board of directors the President and CEO, CFO and CMO. The client facing increased competition from MSO, Satellite, Telco and Telecommunications providers overlapping in their geographic wanted to identify a more sales centric GM GSM with operational and customer service modality proven to increase subscribers and retention.
- Broadcast Television
- Cable Television
- Telecommunications - Telephone and ISP
The (ESC) identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search.
Filcro Media Staffing is Retained.
The Filcro Media Staffing Officer in Charge of Search worked initially with the CEO and CFO to establish a consensus of the desired long and short term business goals for increasing subscribers and enhancing the retention of subscribers in an increasingly competitive market.
Filcro Media Staffing was provided with technical, strategic, operational, organizational, financial and cultural overviews to evaluate all hard and soft assets. Subsequently, it was determined by Tony Filson that the the skills and experience required of the new GM GSM / LSM could be targeted in four distinct markets. This information was invaluable in setting a cadence and understanding the resources needed to attract the proper GM / GSM. Moving forward with a clear understanding of the client’s unique culture and business structure the company as a whole was an integral part of the local communities it served.
The CFO and CEO had very clear “ideals” as to what their business and residential subscriber goals were in the communities they serviced. The priorities of the search were clear. The new GM would have to have a proven track record of success with both business and residential subscriber growth and providing services that enhanced retention and the up-selling of tiered telecom and CATV services as traditional MSO triple-play offerings.
Challenges Facing the New General Manager (GM)
- Change management
- MSO and telecom competition in the same geographics
- Local, State and National legislative awareness
- Financial management and budget controls
- Customer service
- Increasing sales through brand awareness to business customers
- Community relations
- Establishing products and services that meet the needs of a growing customer base
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify sales centric "GM’s" (GSM’s & LSM’s) with a proven record of success in building and enhancing hard and soft assets in similar markets with comparable business and consumer subscriber bases.
Working outwards from the geographic in an attempt to identify local candidates not requiring relocation proved to be highly successful.
A GM / GSM capable of focusing on local and regional sales and enhancing the relationship with marketing would be essential if brand awareness was to be increased with new and current business and residential clients.
Customer service needed to enhance sales by identifying opportunities that could increase business and residential participation. This new GM would need tactical and strategic experience in this critical area to assure that every contact with a customer was assuring that they were aware of the many services offered that could enhance their business and telecommunications needs or provide entertainment value for the family.
In such competitive cross markets where services are bundled this new GM would also need experience pricing and creating tiers of service that met unique needs based on Telco, MSO and Telecommunications competition. Defining clear options for consumer and business product lines would have to part of this new GM’s track record of success.
Successful New GM Recruited
A 25-year cable industry executive with progressive levels of leadership working as a marketing executive and General Manager at Time Warner Cable, Charter Communications and Adelphia
This executive had a clear record of success in optimizing process and returns in competitive markets similar to the client’s objectives engaging the firm. His ability to develop employees and resources to increase subscribers, lower costs and increase margins was exactly what was needed going forward.
The board and the representatives of the various constituencies were unanimous in their decision to hire this honed cable executive.
The executive did not require relocation and became acclimated quickly. His performance has exceeded expectations and we trust that he will continue to grow the organization and service the communities well that depend on these vital services.
Filcro Media Staffing, All rights reserved, Filcro Media Staffing, Inc.
National Media and Broadcasting Executive Search Firms - http://www.ExecutiveSearch.TV
MSO CATV General Manager Case History: http://www.executivesearch.tv/html/gm_virginia.html