Rick Spennato Mobile 954-***-****
Summary of Qualifications
Versatile and results-driven senior sales executive with vast experience in forming and leading high-performance sales
teams. General Manager with strong strategic, financial and operational skills. Sales and sales management success in
existing, new, depressed, and highly competitive markets. Extensive background hiring and developing sales, sales
management and operations personnel at the local, regional and national levels. Access to a large selection of talented
business and sales professionals from past work experiences in various markets. Diverse and seasoned business
professional who has been successful in multiple disciplines and different industries.
I have expertise in the following areas: sales management, sales training, sales process, sales, new business
development, strategic planning, execution, leadership excellence, coaching, financial metrics, recruiting, team
building, change management, account management, retention, digital marketing, online advertising, and media.
09/12 to REACHLOCAL, South Florida
Present Regional Sales Director
Spearhead sales/operational functions of the regional office and champion sales metrics, growth, retention, anticipated churn and other critical data (19% net incremental sales growth, largest increase/overall sales revenue in regional market’s history based on $12MM/yearly starting baseline)
Create and implement strategic initiatives regarding digital media/online marketing to include search engine marketing (SEM, PPC), search engine optimization (SEO), SaaS (software, technology), websites, social media, display advertising, banner advertising, retargeting, online marketing analytics, bundled packages, etc.
Increase ReachLocal’s customer base (18%) by conceiving both a “consumer insight” plan focused on acquiring new accounts and a “cross-sell” initiative focused on up-selling and/or retaining existing clients
Recruit, hire, train and develop sales professionals/future leaders of ReachLocal (24 reps, 3 managers)
Represent ReachLocal and champion our brand through tactical/strong customer service, networking and community involvement
Develop and execute plans, identifying/prioritizing target verticals and key accounts
Led the integral, critical role of management’s change agent for ReachReloaded (revamping of company’s overall organizational and sales structure, compensation plans, etc.)
01/06 to TRIBUNE COMPANY, (South Florida Sun-Sentinel/El Sentinel/Forum Publications), Fort Lauderdale, Florida
08/12 National/Major Retail Sales Director
Oversee national/major account managers/executives in their pursuit of maximizing advertising revenue through the
full line of Tribune, Sun-Sentinel and subsidiary products. Manage the overall strategic operating objectives and goals
of the group. Plan, organize, and control departmental operations while identifying resources needed to achieve
objectives/goals. Negotiate contracts, implement strategies, coordinate/execute projects, recommend advertising
rates, establish review performance targets/incentive plans and create new business development initiatives.
Revenue responsibility of $95MM/yearly (managed approximately 75 people, with 6 direct reports)
Oversee national: financial, media, movies, auto, travel, hospitality, telecommunication, insurance, packaged/consumer goods, political, direct response, etc., and major retail: department stores, furniture, hospitals, educational, etc.
Orchestrate national buys including the Los Angeles Times, Chicago Tribune, Newsday (New York), Orlando Sentinel, Sun-Sentinel, etc., via Tribune Media Net, Tribune Direct, and Tribune Interactive
Integrate cross-selling opportunities via multimedia platforms including print, inserts, direct mail, database marketing, online, promotions, sponsorships and broadcast (i.e., the CW television network)
Facilitator of the “transformative change” initiative (restructuring of the business model due to the rapid, various shifts in media buying)
08/01 to KNIGHT RIDDER, (Miami Herald/El Nuevo Herald/Biscayne Bay Publishing Company), Miami, Florida
01/06 President/Publisher/General Manager/International VP of Sales
Manage new business, niche publication ventures for Biscayne Bay Publishing Company, a Knight Ridder company.
Develop business metrics, sales strategies, distribution/circulation, promotion/marketing, Internet, compensation,
and P&L models for the individual business units. Build/rebuild/troubleshoot targeted magazines and help secure new
publications to launch in various Knight Ridder markets. Develop joint partnerships with other Knight Ridder
companies (i.e., The Miami Herald/El Nuevo Herald) and outside organizations (i.e., The Palm Beach Post).
International VP of Sales for HCP/Aboard, a subsidiary of Biscayne Bay Publishing Company (custom publications/videos serving the travel/tourism market: primarily in-flight and hotel books)
Publisher of South Florida Real Estate Marketplace
President of Apartment Magazine
New Business General Manager for Biscayne Bay Publishing Company
07/98 to PRIMEDIA, Broward/Palm Beach Apartment Guide (HPC Publications), Boca Raton, Florida
07/01 Publisher/General Manager
Management of the sales, operations and production of the publication. Responsible for budgeted revenue goals set
for the market. Hire, train, develop and evaluate personnel. Coordinate daily administrative and office functions.
Monitor collection procedures, contracts, commissions and all monthly reports. Oversee production to ensure
deadlines are met, and to implement appropriate cost controls. Manage/drive revenue growth, profit, profit growth
operating income and operating margin.
Delivered 25.3% or $338K positive variance to plan in profitability for 1999
Achieved 13.11% or $197K positive variance to plan in net revenue for 1999
Finished #3 in the country (out of 96 markets) in Internet sales for 1999
Ranked #10 market in the country (out of 103 offices) in total billing of $4.2M for 2000
Increased market penetration by 8.2% and market share by 9.6% in 2000
Launched a “redeployment” campaign in order to achieve the growth numbers indicated in each category metric
FLORIDA STATE UNIVERSITY, Tallahassee, Florida
B.S. Degree, Minor: Communication
FRANKLIN & MARSHALL COLLEGE, Lancaster, Pennsylvania
LinkedIn Profile- www.linkedin.com/pub/rick-spennato/1/8a9/3b4
Personal Website- http://rick-spennato.branded.me