Executive Sales Leader

CAREER SUMMARY

• Executive Sales Leader with **+ years of transformational experience spanning growth-focused efforts concerning revenue acceleration, multimedia marketing strategies, and team leadership, leveraging background in delivering innovative, results- driven solutions and developing top talent to achieve optimal business performance and ROI.

• Generated $100,000 in new local direct revenue at KNOE-TV by rebuilding the sales team and optimizing revenue opportunities across multiple stations and digital product portfolios.

• Drove significant revenue growth at Cox Media by orchestrating integrated marketing solutions, including OTT, SEM, and social media campaigns, while improving operational efficiency through streamlined digital fulfillment processes.

• Increased new local direct revenue by 15% in 2017 while managing a $18M annual budget, pioneering innovative sales strategies for local, national, and political advertising at Nexstar Media Group.

• Led a high-performing sales team, fostering a culture of excellence that consistently exceeded local broadcast and digital advertising revenue goals through strategic client engagement and solution-based selling. CORE COMPETENCIES

Revenue Growth & Profit Maximization Strategic Sales Planning Team Leadership & Development Client Relationship Management Digital Advertising Strategies Budget Forecasting & Management Multi-Screen Marketing Solutions Cross-Functional Collaboration Sales Strategy Execution P&L Ownership Project Management Consultative Sales Approach Community Engagement Performance Optimization Creative Sales Promotion & Ideas Generation Tech Stack: Microsoft Office Suite TV Station Inventory Management Wide Orbit & Matrix Software PROFESSIONAL WORK EXPERIENCE

GRAY MEDIA GROUP, INC. – MONROE, LA

Director of Sales 2024

• Held P&L responsibility for an $8M budget, leading a team of 5 direct and 5 indirect reports, while rebuilding the sales team to optimize revenue opportunities across multiple stations and digital product portfolios.

• Improved station culture and team performance by fostering a positive, motivating work environment, collaborating with department heads, and rewarding high-performance associates for innovative solutions.

• Drove $100K in new local direct revenue through the launch of creative, revenue-driving initiatives, utilizing inter-department collaboration, healthy competition, and strategic partnerships to boost station profitability.

• Led team development efforts, aligning the workforce with company goals and creating a high-performing, adaptable team that consistently delivered results.

COX MEDIA – BATON ROUGE, LA

Media Consultant II / Internal Sales Leader 2018 – 2024

• Exceeded $1M budget targets by driving innovative sales strategies and leveraging digital acumen to optimize client acquisition, retention, and revenue growth through targeted marketing solutions.

• Increased client count by 20%, boosting enrollment and traffic via personalized advertiser campaigns while orchestrating a suite of integrated marketing solutions across OTT, SEM, and social media platforms.

• Led key initiatives on the ERG Team and Sales Advisory Board, developing and implementing state-wide sales strategies, including successful marketing plans for ITI Technical College and Baton Rouge Recreation Parks (BREC).

• Streamlined digital fulfillment processes, reducing campaign activation times, improving operational efficiency, and facilitating cross- functional collaboration to optimize sales practices and maximize revenue. Trista Henson

225- 4 0 2 - 6 6 7 2 T r i s t a . d w a y n e @ g m a i l . c o m w w w . l i n k e d i n . c o m / i n / t r i s t a - h e n s o n NEXSTAR MEDIA GROUP, INC

General Sales Manager 2012 – 2018

• Promoted to oversee P&L responsibility for an $18M budget, managing a team of 8 direct reports and 14 sales associates, while driving 15% growth in new business in 2017.

• Led national and political advertising sales efforts, maximizing local, national, and political broadcasting revenue across multiple platforms, including WVLA-TV, WGMB-TV, WBRL-TV, KZUP-TV, and brproud.com.

• Launched the "We Are BR Proud" digital platform, a community-driven initiative that expanded the station's digital presence and increased engagement across key markets.

• Directed performance management for the sales team, including hiring, training, performance appraisals, and terminations, ensuring a high-performing and results-oriented workforce.

• Drove revenue growth through strategic leadership, handling national sales accounts while improving overall team performance and optimizing sales strategies for sustained success. Local Sales Manager 2010 – 2012

• Managed a team of 12 account executives, applying creative media strategies and driving both traditional and digital advertising revenue through strategic client engagement and innovative campaign management.

• Led the development of annual sports solutions for clients, increasing client satisfaction and retention rates by providing tailored, results-driven campaigns that aligned with their business goals.

• Elevated client retention and satisfaction, implementing a consultative sales approach to ensure the success of advertising campaigns and build long-term client relationships.

ADDITIONAL EXPERIENCE:

225 MAGAZINE

Account Executive 2008 – 2010

WBRZ-TV

Account Executive / Sales Manager 2005 – 2008

EDUCATION & CERTIFICATIONS

TEXAS TECH UNIVERSITY

Bachelor of Arts, Advertising

Google DV360 Certification

Google Ads Search, Video & Display Certifications Aslan Other-Centered Sales Certification Simpli.fi Digital Advanced Sales Training

Center for Sales Strategy Accelerator Sales Training PROFESSIONAL DEVELOPMENT MEMBERSHIPS

Krewe of Romany – Member

Cox Charities – Council Member

Cox Media LA Sales Council – Member

Cox ERG EmpowHER Mentoring Circle – Participant

Cox Media LA Culture Committee – Member

Baton Rouge Ballet Theater – Former Board Member

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