Sales Manager
Resume:
FRED H. COHEN
Williamsville, N.Y. 14221
mobile 716-***-****
*********@*****.***
Highly organized, detail-oriented and self motivated sales, marketing and research professional with documented success in the design,
coordination and achievement of aggressive business development initiatives. Skilled in situation analysis, strategic planning and program
execution. Proven and demonstrated ability to cultivate profitable relationships with key decision makers.
PROFESSIONAL EXPERIENCE
SENIOR ACCOUNT EXECUTIVE Viamedia, Williamsville, NY October 2012 to December 2013
Sold cable television advertising and digital media solutions (SEO, SEM and Pre-Roll Videos) to advertisers of all sizes
• Managed 71 accounts, several dozen advertising agencies and billings of more than $704,000.
• Secured 29 new accounts, eight new advertising agencies and $245,500 in new revenue.
• Grew existing client revenue from $326,000 to 458,500 (41%).
• Developed unique sales opportunities and supporting collateral materials used to close new and incremental business.
AGENCY / MAJOR ACCOUNTS MANAGER Metro Group Publications, Cheektowaga, NY April 2010 to September 2012
Oversaw advertising agency and major account business nationwide, led the efforts of sales and co-op advertising staff
personnel and sold a variety of print, direct mail, insert and digital advertising products and services.
• Designed, carried out and managed sales and co-op team’s year-forward business plans and operating budgets.
• Secured more than four dozen new accounts and $831,000 in new revenue.
• Grew team’s existing client revenue from $932,000 to $1,046,000 (12%).
• Introduced online lead-generation tools and mobile coupon/online/print advertising bundles for sale to advertisers.
• Operating Committee member with P&L responsibility and regular reporting to owners and investor group.
RETAIL ADVERTISING DIRECTOR Metro Group Publications, Cheektowaga, NY August 2006 to April 2010
Led the firm’s retail advertising sales organization, its 26 staffers and $11.4 million revenue budget.
• Hired, trained and coached sales and sales management personnel
• Developed, tested and launched new print, direct mail, insert and digital media products.
• Designed sponsorship opportunities and cross-platform advertising programs & trained staff on sales approach for both.
• Operating Committee member with P&L responsibility and regular reporting to owners and investor group.
NATIONAL SALES MANAGER, Great Lakes Region Adelphia Media Services, Buffalo, NY February 1998 to July 2006
Oversaw national spot cable television advertising business from Buffalo to Cleveland, helping advertising agencies and
clients alike achieve their audience delivery goals. Grew revenues grew from $1.1 million to $8.9 million during tenure.
• Established inventory pricing and utilization guidelines to yield greatest possible revenue across all cable systems.
• Guided the sales efforts of cable television advertising rep-firm Account Executive teams nationwide in their pursuit of
new and incremental cable television and Video-On-Demand advertising revenues for the region.
• Developed and sold bundled advertising packages, sponsorship programs and integrated marketing solutions.
• Managed the second largest cable television interconnect in NYS.
CLIENT SERVICES MANAGER Adelphia Media Services, Buffalo, NY June 1997 to February 1998
Directed the provision of marketing support services to team members, advertising agencies and clients nationwide.
• Managed the design and publication of advertising sales collateral materials, sponsorship packages and multi-media
presentations used to increase Adelphia’s share of WNY-area advertising dollars.
• Developed and carried out promotional events and managed the provision of sales assistance to Account Executives and
management staff in pursuit of sales goals.
• Managed all marketing communications efforts ensuring consistent messaging across all offices and platforms
LOCAL SALES MANAGER Adelphia Media Services, Buffalo, NY March 1996 to June 1997
Led the firm’s local advertising sales organization, its 11 staffers and multi-million dollar WNY-area revenue budget.
• Hired, trained and coached Account Executives in the process of cable television advertising sales.
• Priced and packaged cable television advertising inventory to take advantage of highly targeted programs
• Developed & administered special promotional activities in pursuit of sales goals.
• Grew local cable television advertising revenue from $2.9 million to $4.1 million.
Resume – Fred H. Cohen, pg. 2
MARKETING & RESEARCH DIRECTOR Adelphia Media Services, Buffalo, NY March 1995 to March 1996
Oversaw all research and marketing functions for the WNY office
• Wrote and executed marketing and advertising plans, designed collateral materials, managed the firm’s client database and
created multi-media presentations used to increase Adelphia’s share of WNY-area advertising dollars.
• Purchased and maintained all research systems, educated advertising agencies on the value of cable television advertising
and trained sales personnel on the proper application of qualitative & quantitative research to the media planning process.
MARKETING & RESEARCH CONSULTANT June 1994 to March 1995
Provided solutions to marketing problems through the design and application of customized research tools. Specialized in
needs analysis, opinion polling, customer satisfaction measurement and communication audits.
DIRECTOR OF MARKETING & RESEARCH SERVICES GRA, Amherst, NY September 1992 to June 1994
Led the firm’s efforts to secure new research project revenues, managing all work associated with such projects
• Led consumer, B2B and institutional research projects utilizing phone interviews, focus groups and personal intercepts.
• Designed project methodology and survey instruments, oversaw project execution, analyzed and summarized data and
presented findings to clients.
• Developed new revenue streams by positioning electronic data collection as the survey technique of choice.
• Established job costing procedures and innovative pricing strategies for company products and services and managed
state-of-the-art Computer Assisted Telephone Interviewing (CATI) facility and corporate research staff.
MARKETING SPECIALIST Multisorb Technologies, Inc., Buffalo, NY September 1989 to August 1992
Directed all research, marketing, trade show and promotional efforts for this manufacturing firm
• Studied current and emerging markets for company products and applied findings to the development of strategic goals,
focusing specifically on product line extensions and new product fit.
• Introduced PC-based forecasting tools for field sales force. Monitored sales of products worldwide and published tracking
reports for corporate Board of Directors.
• Established pricing policies and monitoring systems used to ensure continuity in pricing activities. Systems proved
instrumental in recovering lost revenues, in preventing further cash drain and in achieving established revenue targets.
• Managed the design and execution of corporate advertising plans, communication programs, collateral materials and
public relations efforts. Responsible for all trade show activities and post-show follow-up.
MANAGER, ANALYSIS & INFORMATION Nielsen Media Research, New York, NY April 1983 to August 1989
Directed all research functions for Nielsen Station Index (NSI), the local division of Nielsen Media Research
• Designed, carried out and published studies of television viewing behavior for the advertising community
• Developed software products and specialized reporting systems enabling users to more effectively plan, buy and sell
television time. These included MegaBase, Nielsen’s local market on-line database service, Monitor Plus, the firm's
commercial monitoring system and N-PAR, a single-source, fully integrated product usage and audience research tool
designed for use by packaged goods companies, service marketers, broadcasters and advertising agencies
• Created sales presentations used to secure multi-million dollar contracts for electronic audience measurement.
• Trained all department members in research methodology, sampling techniques, data interpretation and analysis.
• Managed project costing, scheduling, delivery estimates and resource planning.
EDUCATION
Master of Business Administration - December 1988 Bachelor of Science, Business Administration - May, 1982
Zicklin School of Business, Bernard M. Baruch College State University of New York at Oswego
City University of New York, New York, NY Oswego, NY
Concentration: Marketing Management Concentration: Marketing Minor: Economics
SOFTWARE APPLICATIONS
Proficient in use of: MS Office (Excel, Word, Outlook, PowerPoint), STRATA, TapScan, The Survey System
RESEARCH TOOLS
Proficient in use of: Arbitron, Claritas, Donnelly, IRI, MRI, Nielsen, Scarborough, Simmons, The Media Audit
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