Marketing Development

Paul W. Sherno

*** ****** **** **

Silver Spring, MD 20901

abiw7c@r.postjobfree.com

Broadcast Creative Accomplishments

1. Recognized as an exceptional leader, mentor and builder of high-

performance promotion teams. I know how to make promos that look

great with little to no budget.

2. Developed breakthrough creative directions and tactical plans that

produced the highest rated prime-time news special in WDC history.

3. Improved market share of EU network 320% by completely restructuring

creative direction of promotional messages.

4. Re-structured internal procedures at CBS Atlanta promotion department

producing an impressive 52% increase in customer retention during

revenue critical time-periods.

5. Developed training program for marketing department that modernized,

and standardized producer output, resulting in significantly increased

customer retention and impressively decreased employee turnover in

business critical positions.

New Media Creative Accomplishments.

1. Directed development and creative of 3 smartphone apps, one became top

seller in Japan and Italy.

2. Managed development and niche-strategies for ambitious social

networking platform catering to hardcore political junkies.

www.teamliberal.com + www.teamconservative.com

3. Created and launched an innovative digital sub-channel; [Local POINT

TV] from inception to air in 5 months. www.localpointtv.com

4. Developed an innovative local broadcast business model that captured

an extremely desirable demo, lost almost entirely to the internet into

an enthusiastic audience.

5. Created powerful new local advertising tools that opened un-mined

revenue streams for business.

Video Projects: http://www.youtube.com/watch?v=pjo-A75vMdg

Print Examples: http://s814.photobucket.com/albums/zz67/differentium/

App Project: http://itunes.apple.com/us/app/assassin-

fps/id331789161?mt=8

Experience

differentium LLC Washington DC [August 08- Present]

VP Marketing and Audience Development

. Responsible for creating new products, content and marketing/PR for

digital media platforms.

. Managed development, strategy and creative direction of social media

websites.

. Directed development and marketing for smartphone apps.

. Directed coders, designer and marketers from start to finish.

. Managed contract staff, project budgets and project P&L.

. Developed business partnerships to help fund and market various

projects/products.

Local POINT TV Washington DC [July 06-August 08'

Director of Channel Creative and Operation

. Created brand, promotional tactics and USP for a new television

channel; Local POINT TV from inception to air in 5 months including all

contracts, acquisitions.

. Developed all Local POINT TV Brand identity and promotional elements.

. Developed and produced extensive amounts of local content & packaging

to support the channel.

. Developed innovative advertising tools strategies for modern

advertisers and audiences.

. Developed breakthrough revenue model to attract new dollars to

operation.

CBS 46 Atlanta GA [September 03- July 05']

Director of Marketing and Creative Services

. Developed and executed fast-build brand strategies that accelerated

recognition and preference for a 'challenged local TV station'.

. Created dynamite station and news promos that built awareness 75% in

spite of serious competitive off air media imbalances.

. Transformed under-performing marketing department into serious

firepower for CBS 46 by guiding and mentoring promo team.

Oxide-Global Marketing [August 00-July 03']

Vice-President Strategy & Creative Services:

. Produced creative and strategy solutions for national and

international media clients.

. Directed creative development and implementation of multi-million

dollar branding campaigns.

. Developed brand positions & day-to-day tactical applications that

dramatically enhanced audience retention.

Pittard Sullivan [May 98'-August 00']

Vice-President Creative Services:

. Oversaw creative development and implementation of multi-million

dollar branding campaigns for national and international clients.

. Developed innovative 'audience looping' strategies to keep audience on

owned properties.

. Created all video and print communication materials that targeted

emerging market segments.

WJLA-TV Channel 7 ABC Washington, DC [August 96'- May 98']

Vice President Marketing Creative Services:

. Responsible for all creative and strategic output of WJLA.

. Directed EMMY award winning creative department.

. Personally won 2 EMMY's for news promotion.

. Managed all on-air and off-air advertising creation and public

relations functions for WJLA-TV.

KOIN-TV Channel 6, CBS Portland, OR [Jan. 96- August 96']

Director of Promotion and Creative Services:

. Responsible for ratings improvements, moving KOIN-TV from last place,

to 1st and 2nd place in 8 months.

. Managed re-structuring of marketing department, as well as development

of comprehensive strategic plans covering critical aspects of station

operation.

Education

American University, BA Communications

Languages

Fluent English and Spanish

References

"I have been fortunate to work with Paul and would be thrilled to cross

paths with him again. He has a unique combination of creative and executive

management skills, and he is extremely accomplished and experienced in

marketing, advertising, audience development, and new media."

Daniel D. Kunitz, Publisher, POLITICO, co-founder Local POINT TV

"Paul Sherno is one of the sharpest marketing minds I've ever worked with.

He excels at brand strategy and creative execution. In addition, Paul is an

executive who is able to lead, inspire and educate his co-workers and

direct reports. In my opinion, any company would be lucky to have Paul

Sherno on their executive team."

Will Sliger, VP Creative GoDaddy.com productions.

"Paul is a creative force who also understands the business side of things.

He is extremely resourceful, and works tirelessly until he has achieved the

goals he has set for himself. He is a motivated self-starter who is not

afraid to push the envelope, which is essential in today's environment. I

would recommend Paul to any company looking for a hard-working, progressive

thinker."

Mary-Claire Burick, Vice President, Washington Operations, Allbritton

Communications

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