media

CHRISTOPHER L. HOFF

***** ******** **. • Knoxville, TN 37934

Home/Cell Phone: 865-***-**** • e-mail: ******@*******.***

SUMMARY

A seasoned media marketing and research professional with 10+ years experience of business development, revenue growth, strategic planning and leadership for Broadcast, Cable MSO, Network Group and Media Research companies. Principle strengths include:

• A skilled problem solver able to communicate and leverage national and local media data metrics.

• Excels at creating insightful, compelling and actionable reports that make Sales, Marketing and Senior Management more successful.

• Business development knowledge as a sales process strategist that helps internal and external clients generate and increase revenue and gain market share.

• Proven expertise in cultivating, negotiating and implementing partnerships with primary, syndicated and competitive research vendors.

• An enthusiastic leader and project manager passionate about coaching and staff development.

AREAS OF EXPERTISE

Qualitative & Quantitative Research Methodology • Linear, New Media & Web Analytics •

Primary, Proprietary & Syndicated Research Analysis • Demographic Analysis Mapping •

Market Competitive Analysis • Programming Estimates • Client Relations • Consumer Insights •

Brand Marketing and Positioning • Problem Solver

RELEVANT METHODOLOGY/SOFTWARE PROFICIENCIES

Nielsen: NSI & NTI, NPower, Galaxy Explorer, MarketBreaks, Arianna, Claritas, NetRatings, @Plan • Scarborough • MRI & Simmons • SRC SpotKnowledge • TNS Media Intelligence • OTX •

Nielsen AdViews/Monitor-Plus • ComScore • Omniture • Rentrak • R.L. Polk • AdMall • SoundScan

MANAGEMENT

Revenue Growth • Forecasting & Planning • Skilled Negotiator • Vendor Management •

Business Development • Market Sample Management • Questionnaire Design •

Team Leadership & Development • Project Management • Group & Individual Training

RELATED PROFESSIONAL EXPERIENCE

Senior Research Analyst, Comcast Spotlight, TN 07/2007 - 12/2009

• Directly influenced local and national ad sales and marketing efficiency in three markets by implementing and managing multiple new research initiatives.

• Authored communications that portrayed a clear picture of the market nuances and opportunities to all levels that increased share of market and revenue potential.

• Introduced successful client acquisition programs by developing strategies integrating all aspects of available market research.

• Orchestrated business processes improvements by effectively training sales, support and divisional research personnel on best practices for local market research use.

Strategic Research Manager, Scripps Networks, TN 03/2006 - 07/2007

• Commended for communicating insightful research to Affiliate Marketing department for branding initiatives positioning Scripps Networks as the leader in lifestyle media for NCTA presentations.

• Initiated several customized research pieces, used by Scripps Networks Affiliate Sales department, in successful distribution contract negotiations with major MSO's.

• Specifically recognized by Senior Network Management for Project Management skills in creating value positioning presentations of new media (VOD & BB) and new technology (HDTV, IPTV, Mobile).

• Consistently praised for delivering key analysis for upfront estimates to Senior Level Research and Network Management.

• Supervised two research analysts.

Research Director, WSMV-TV (NBC), Nashville, TN 01/2003 - 03/2006

• Spearheaded successful positioning of audience delivery and competitive data that consistently placed the station as a revenue and brand leader in the market.

• Designed exclusive viewing qualitative analysis presentations that helped ad sales drastically increase share of business with new and existing clients, as well as earning industry recognition.

• Demonstrated maximum and efficient use of all research resources through effective relationship management of all research vendors.

• Supervised a full-time research analyst, as well as non-paid interns.

Client Service Executive, Nielsen Media Research, Atlanta, GA & Dallas, TX 09/2000 - 01/2003

• Strategically negotiated multi-year ratings service contracts with TV Station (including TV Groups) and Ad Agency management.

• Increased revenue within assigned regional multi-market territory by 20%+ annually.

• Earned sales award in 01/2001 for high productivity sales of custom analysis and syndicated research applications.

• Effectively conducted trainings communicating Nielsen methodology and custom research resources for all organizational levels at broadcast TV stations and advertising agencies.

• Participated in industry conferences, as well as local professional organization events.

NOTE: Additional career history includes positions as an Ad Sales Account Executive. Details upon request.

HONORS/AWARDS

Member of the Scarborough Television Advisory Board, the Meredith Broadcasting Group (2005-2006)

“Best Practices Award for Qualitative Data” Scarborough Sales Research & Marketing Conference (2006)

PROFESSIONAL ORGANIZATIONS

Cable & Telecommunications Association for Marketing (2006-Present)

EDUCATION

Bachelor of Arts in Journalism, University of Georgia

Major: Telecommunication Arts • Minor: Business Management

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