Business Development Digital Sales

PETER W. BURTON

SENIOR SALES & BUSINESS DEVELOPMENT LEADER

Newport Beach, CA • 323-***-**** • ************@*****.*** • linkedin.com/in/peburton/ Results-driven sales, business development, and operations leader with 15+ years of strategic and hands-on leadership experience in creating growth strategies, scaling operations, and developing omnichannel strategies to deliver multimillion-dollar revenues. Sales & Growth Leadership: Excel in providing strategic direction and thought leadership to develop sustainable revenue pipelines, oversee the end-to-end sales operation, and drive brand building, delivering consistent growth in revenue in highly competitive markets. Business Scaling & Transformation: Proven success in optimizing organizational structure, streamlining operations, leading digital transformation, and securing strategic partnerships to turn around underperforming firms, including scaling a business from $0 to $250M. Team Development & Change Leadership: Track record of building high-performing diverse teams, leading corporate cultural/performance transformation, fostering collaboration, and engaging with C-Suite leadership to realize organizational change and consistent growth. AREAS OF EXPERTISE

• Executive Leadership

• Strategic Planning & Direction

• New Business Development

• Organizational Development,

Restructuring & Turnarounds

• Sales & Marketing Strategy

• Sales Management

• Go-To-Market Strategy (GTM)

• Omnichannel Strategy

• Digital & Social Brand Marketing

• Digital Sales Solutions

• Brand Development & Positioning

• Budget & P&L Management

• Portfolio Advisement & Private Equity

• Strategic Negotiations

• Data Analytics & Reporting

• Market & Media Research

• Project Management & Execution

• Strategic Relationship Building

• Vendor Management

• Training, Mentoring & Coaching

CAREER HIGHLIGHTS

• Created and scaled a brand-new revenue stream accounting for 30% of the current business at Beasley Media Group by training and guiding sales personnel to upsell digital capabilities to broadcast and new clients.

• Drove digital sales from $0 to $4M within 4 years at Beasley Media Group by developing and executing impactful omnichannel strategies that enabled sales efforts and growth in a severely disrupted industry and disrupted business conditions.

• Built and scaled the Television buying division, now representing 35% of the total business, as the COO at Converze Media, creating more revenue opportunities for the agency and facilitating rapid business and market growth.

• Developed the digital pipeline from the ground up to $2M in revenue at Entercom Communications in Los Angeles by overhauling sales offerings and strategy, streamlining collaboration across cross-functional departments, and optimizing market engagement.

• Drove brand development at Bonneville International Communications to receive a NAB Crystal Award and become a two-time finalist of the NAB Marconi Award, increasing organizational reputation and brand recognition.

• Won the broadcasting rights for the Los Angeles Rams on their return to LA from St. Louis at Entercom Communications by initiating and securing a strategic partnership with ESPN, leading to considerable revenue and consumer engagement growth.

• Realized a $6M increase in profitability and 40% growth in margins at Lincoln Financial Media by overseeing national and local sales operations, optimizing non-traditional revenue streams, driving local direct and agency business, and streamlining sales processes. PROFESSIONAL EXPERIENCE

Stage 2 Capital Catalyst, Newport Beach, CA

Limited Partner Mar 2023 to Present

• Recruited to provide strategic guidance and thought leadership to the Private Equity firm’s early-stage B2B software companies in the areas of sales and marketing to scale business operations, including advice on capital raising and GTM strategies. Beasley Media Group, Las Vegas, NV

Vice President, Market Manager Apr 2019 to Present

• Lead a 5-station market cluster consisting of multiple formats targeting diverse audiences to drive consistent growth in challenging business environments, including overseeing the pivot to the digital media business and development of new digital revenue streams.

• Spearheaded organizational transformation and performance turnaround by driving change across corporate culture, workflows, organizational structure, sales operations, strategic relationships, and service/product offerings.

• Own, develop, and execute strategic sales plans, including creating local digital sales and execution strategies, to build additional pipelines, sign new business, and grow the existing business from sourcing to close.

• Build, train, and manage a high-performing sales team to sell, upsell, and cross-sell products/services to strengthen existing revenue streams and create new business, driving incremental growth for the organization.

• Drive brand development and management efforts, leveraging market insights and customer feedback, to successfully rebuild 3 of the organization’s 5 brands and improve brand equity to become top ratings performers.

• Develop and execute customer-centric strategies to consistently beat the market in pace YoY (currently performing at 30%+), build close relationships with senior executives to influence decision-making, and foster a culture of collaboration to drive business priorities. Converze Media, Huntington Beach, CA

Chief Operating Officer Jan 2018 to Apr 2019

• Led organizational and cultural transformation to turn around performance, optimize workflows, enhance internal collaborations, and drive process automation initiatives, resulting in consistent growth and multimillion-dollar revenues.

• Managed key vendor relationships to optimize cost and quality controls and created new revenue opportunities by building a television division as well as new innovative digital offerings, resulting in new product pipelines for the agency and its clients. Entercom Communications (formerly Bonneville International), Los Angeles, CA Vice President General Manager May 2008 to Dec 2017

• Built and scaled the business from the ground up into a $20M operation and led an extensive team of 50 across multiple functions, including sales, digital, research, marketing, HR, and business operations.

• Analyzed market insights to inform strategic planning and facilitate data-driven decisions on investments, including proposing and implementing a significant digital investment to become a market leader in the territory.

• Created impactful growth strategies to build and grow pipelines, resulting in ~110% YoY net income increases and 3X top-line growth across 9 years, empowered sales teams to execute evolving sales strategies, and managed sales efforts to achieve/exceed sales targets.

• Improved publishing methodologies to generate the highest market audience engagement and enhance marketing platform efficiencies, increasing digital revenue by 300%+ within 2 years and our Facebook platform audience by 600%+ across 3 years.

• Implemented digital search, social, and media tools to generate 50% product growth in 2015/16, increased staff retention to 95% by fostering a culture of equity, and established key strategic partnerships to realize business objectives. ADDITIONAL EXPERIENCE

Vice President, Director of Sales General Sales Manager • Lincoln Financial Media • San Diego, CA Vice President, US Sales • MediaOnDemand.com • New York, NY Restructured and rebuilt the entire U.S. sales team who sold directly to Wall Street Firms to turn around sales performance and maximize top-line revenue, generating $7M in revenue within 1 year and successfully positioning the company for sale. EDUCATION AND CERTIFICATIONS

Bachelor of Arts (BA) in Government and Politics, Minor in Economics • University of Maryland • College Park, MD Certificate in Sales Strategies and New Business Development • Center for Sales Strategy AWARDS AND HONORS

NAB Crystal Award • National Association of Broadcasters NAB Marconi Award (two-time finalist) • National Association of Broadcasters

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