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Sales Manager

Fort Lauderdale, FL
February 29, 2016

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Rick Spennato Mobile 954-***-****

Home 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.

Core Competencies

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



B.S. Degree, Minor: Communication

FRANKLIN & MARSHALL COLLEGE, Lancaster, Pennsylvania

Additional Information

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