Sales Manager

DANA L. PEARSON

**** ********* ***** *** ******, OH 43054

Home: 614-***-**** Cell: 614-***-****

Email: **********@*****.***

ADVERTISING SALES / MARKETING CONSULTANT

Dana was a great asset to channel 4 with her thorough knowledge and understanding of the local market. She was always on the lookout for new pockets

of revenue and strategies to grow existing business. It was a pleasure working with her!” – Account Manager, NBC 4

Created sales packages and pricing for products, including sponsorships,

new business programs, web, text and mobile, and events using market

research, leading television web site (nbs4i.com) and television-based

solutions for clients to secure new business and increase share of national

and local media buys. Achieved or exceeded five 2007 metrics.

Spearheaded sales efforts and planning process for the NBC 4 Health

and Fitness Expo, an annual event with 100+ exhibitors and 25,000

attendees. Achieved or exceeded sales goal annually by as much as 25%.

Sold broadcast, print, web and event sponsorships; developed group

deals in multiple markets.

Collaborated with the Ohio State University Hospital to develop the area’s

first hospital-based Medicare HMO, including product development,

corporate branding, marketing and enrollment materials. Exceeded Year I

enrollment goal by 25%.

PROFESSIONAL EXPERIENCE

WCMH-TV NBC 4, Columbus, Ohio 2000-2008

Director of Results/Marketing Manager

Directed national and local business development efforts including broadcast, web, event marketing and convergence programs; created sales

promotions and marketing programs; established BP goals; developed client relationships; managed and mentored 10 person sales team.

Expanded sales of key accounts and created new business opportunities through client

ascertainment, targeted proposals, strategic negotiations and closing sales to help clients achieve goals

Created sales promotions and customized solutions for clients; monetized initiatives (Red, White

& Boom; Firefighters 4 Kids Toy Drive; Football FridayNight High School Football). Identified sales

prospects, presented and closed sales resulting in increased NTR revenue streams ($4.2 M in 2007).

Managed creative and production process for client campaigns using internal and external resources

for web, television and event implementation.

Increased revenues by 22% year to year with 100% team participation (2007) through effective

management of contract and relationship with national sales consultant.

Produced client television commercials, promotional announcements, internet campaigns and collateral

materials to support initiatives

Liaised among internal departments and station leadership to develop new projects and ensure smooth

execution of sales promotions; served as sales business development representative across all 19

television stations in company

Created and managed sales intern program; recruited and supervised 18 interns and managed their

work.

Received GE Ovation Award, 2003 for Sales and Implementation of first Health & Fitness Expo

COLUMBIA GAS, Columbus, Ohio 1997-2000

Developed marketing programs and implemented advertising strategies to promote sales of gas products and services. Managed marketing

budget in excess of $4.2M.

Advertising and Promotions Manager

Served on executive committee to develop and implement education campaign for statewide Customer

Choice © program which achieved 30 % market penetration in the first year.

Dana Pearson Page 2

Developed co-op advertising program and partnerships with builders, manufacturers and dealers of

natural gas products.

Implemented statewide marketing programs and trained, managed, mentored sales staff of 65.

Managed dedicated staff of 6 at outsourced fulfillment center, including customer service protocol, sales

and tracking resulting in 94% customer satisfaction level.

Devised/executed tactics and strategies for company participation in trade shows and evaluated

effectiveness.

Managed selection process for advertising agencies and vendors. Oversaw day to day relationships.

Directed creative team to develop materials on time and within budget.

Directed photo and video shoots. Produced print, web, and broadcast advertising, direct mail, videos,

brochures, newsletters, internal communications, and signage in support of sales and marketing

initiatives. Developed and maintained sales and marketing website and intranet.

OHIOHEALTH, Columbus, Ohio 1990-1997

Developed and managed $3.7M communications budget; negotiated media contracts and oversaw media placement for all corporate and service

line advertising; developed communications plans; wrote and produced advertising and marketing materials.

Corporate Communications Manager

Instituted corporate identity and branding for health care system. Served as Key Player on executive

team to develop positioning, name, logo and implementation plan across all audiences. Created

branding standards and ensured adherence throughout the organization.

Created marketing communications strategies and collateral materials to support healthcare

services including: OhioHealth Development Foundation, women’s health, orthopedics, corporate

health, physician referral, fitness center, cardiology, and ambulatory care centers.

Increased awareness from 6th place to 3rd place in market among targeted population for Grant

Medical Center’s Maternity Services, through development and implementation of an effective

communications strategy.

Syndicated and promoted on national television “Life Choices with Eric Chapman,” by securing

sponsorships and TV time placement.

Negotiated media placement of all corporate and service line advertising. Directed efforts of

advertising agencies, freelance graphics design and production companies to develop materials on line

and within budget.

EDUCATION / TRAINING

Bachelor of Arts, Communications, The Ohio State University, Columbus, Ohio

Project Management Certification, American Management Association Six Sigma Green Belt, GE

Center for Sales Strategy: “Talent Focused Management,” “Customer Focused Selling,”

“The Marketing Mind”

PROFESSIONAL ASSOCIATIONS / AWARDS

Director, The Advertising Federation of Columbus (Fundraising, Advertising and Membership Chair)

Director, Mental Health America Franklin County (lead fundraising and branding initiatives)

Member, Ohio Broadcasters Association Volunteer, Juvenile Diabetes Association

Addy Awards, Advertising Federation of Columbus

Prism Award, Internal Communications, PRSA

Contact this candidate