Creative Services Director, WJAR-TV Providence, RI 2015-Present
Results at a legacy station:
Nov2016 target newscast +12%. May2016 targeted newscast grew 48% from its lead-in.#1 A25-54 in 18 of 20 time periods. Feb2016: W25-54 margin of victory over rest of market (WJAR vs WPRI+WNAC+WLNE) increased from 2.1 to 10.6 ratings points. Only station to have demo growth.
Creative:
Write most image and all sweeps promos. Identify & acquired new creative tools and train staff on them. Mentor & coach creative team, sharing +20 years of experience.
Social Media:
Developed social media video workflow for web editors. Followed up with coaching. Engagement increased 40% in first week. Also, won NBC Affiliate Marketing Region 1 “Timeless” Facebook challenge with highest engagement per reach.
Brand Development:
Re-branded station to “Turn To 10,” a past slogan the station left behind. Decision affirmed in research. Oversaw revision of station logo to improve visibility on digital.
Sweeps Strategy:
Year-to-year, NBC10 continued to win, while increasing share and our audience became younger. I’ve used quick outside media buys to support in-trouble newscasts. Even convinced corporate to make a policy exemption for WJAR so I could move resources.
Promo Scheduling:
Reshaped WJAR syndicated promotions schedule, resulting in improved ratings for 2pm and 3pm hours. Perform all promo trafficking, from contracting to fill.
Media Buying Experience:
Manage large outside media budget designed to dominate share-of-voice. Serve as Facebook Business Manager.
Geographic Targeting:
Tactical media buys on radio & cable to target an audience segment representing 1/3 of my market where spill from Boston TV presents a unique competitive landscape.
Trade Negotiations:
Work with radio groups, Pawtucket Red Sox and other partners.
Community Affairs:
Serve as community affairs director. Worked with Serve Rhode Island to move a station awards ceremony to the Rhode Island State House with the Governor in attendance.
Senior Promotions Producer, WCVB-TV Boston, MA 2007-2015
Writer, producer with hands-on production skills; directing shoots, video editing and graphics. Proficient with Adobe CC and Avid.
Entrusted with all promotion of Chronicle, locally produced news magazine. During my time creating all daily topical and brand image promotion Chronicle’s audience has become younger, beats nationally syndicated programs at 7:30pm Monday-Friday. First place with younger women 18-49. Solid, consistent growth in all 18-49 viewers.
Coordinate Sales and Creative Services departments’ launch of Facebook contests. Design and edit all creative for contests, online and on-air. Ensure everyone meets deadlines. Work generates thousands of new Facebook fans.
Wrote, produced, edited and color-corrected viewer-centric, Emmy Award winning EyeOpener morning news campaign. During course of my efforts, EyeOpener became Boston’s dominate morning newscast.
Leader, mentor and collaborator with other producers, editors and designers. Using my experiences as a graduate of Johns Hopkins writing program, and tapping into deep reserve of hands-on experience, I effectively critique other’s work– I don’t hammer what’s wrong, I develop what can be better– resulting in them earning Emmy Awards.
Manage digital media and online advertising for Creative Services Department. Create web ad units.
Develop and implement production workflows. Researched and created Adobe Premiere CC Audio Production Workflow to meet Chronicle’s unique needs, allowing them to simultaneously work in stereo for broadcast and split-channel for archive. Designed and documented new workflow for production of daily promotion of syndicated programming, my workflow dramatically reduced time needed to prepare promos for shows such as “Ellen” and “Live with Kelly and Michael.”
Work on WCVB’s Social Media Task Force; started and manage Chronicle Pinterest page (www.pinterest.com/chronicle5). One of station’s early Facebook administrators.
WPRI-TV Promotions Writer/Producer/Editor Providence, RI 2005-2007
In charge of department during department head absences. Provide mentoring for producers. Work with event organizers such as Great Chowder Cook-Off with promotional spots, web videos and booth support.
New England Sports Network Creative Services Writer/Producer Boston, MA 2005
Developed strategy to leverage popularity of Red Sox games to promote other NESN programming. Executed first regular promotion campaign for “Charlie Moore Outdoors” show. Left when offered two year contract at WPRI/WNAC.
WJLA-TV Promotions Writer/Producer Washington, DC 1999-2005
Planned and directed shoots. Worked with outside groups such as the American Heart Association, the Baseball Hall of Fame and The Smithsonian Natural History Museum. Multiple Emmy Nominations.
WBAL-TV Promotions Producer Baltimore, MD 1997-1999
Responsible for daily promotion of 11pm newscast, station’s most profitable product. In charge of millions of dollars worth of on-air inventory. Wrote and produced three live updates daily. Wrote and produced image promotions for various day-parts. Wrote and produced heavy schedule of sweeps spots. Produced breaking news cut-ins for News Department, as needed.
WBFF-TV Promotions Producer Baltimore, MD 1996-1997
Only promotions producer for Fox affiliate. Responsible for all news promotion; from on-air to radio.
WTVR-TV Promotions Producer Richmond, VA 1995-1996
Hired as Promotions Assistant, left as a Producer. Emmy Nomination.
2014 Merit Award, Best Use of Digital Media.
Massachusetts Broadcasters Association
2011 Emmy Award, Promotion News Promo-Campaign.
Boston/New England Region
2005 ABC Alpha Award, Best Network Tie-In Spot.
National Award among ABC Affiliates; worked with Peter Jennings
2012 Alpha Nomination, Best Sports Promotion.
National Award among ABC Affiliates.
2010 Emmy Nomination, Promotion News Promo-Single Spot.
Boston/New England Region
2009 Emmy Nomination, Promotion News Promo-Single Spot.
Boston/New England Region
2005 Emmy Nomination, PSA Campaign.
National Capitol and Chesapeake Region
2004 Emmy Nomination, Promotion: News.
National Capitol and Chesapeake Region
2004 Emmy Nomination, Promotion: Station Image.
National Capitol and Chesapeake Region
2000 Emmy Nomination, Promotion: Programming.
National Capitol and Chesapeake Region
1995 Emmy Nomination, Writing: PSA/Promotion.
National Capitol and Chesapeake Region
Adobe Creative Suite
Avid non-linear editing
Avid Interplay / Isis shared storage system
Final Cut Pro
IB Publish
BitCentral Shared Storage / Precis / Oasis
Mixpo
ENPS newsroom system
iNews newsroom system
WideOrbit Traffic
Social Media: Facebook, Pinterest, Twitter