Veronica Paula Korbenfeld
**** ** **** *** - ***** (33143)
* Professional Summary
Results driven, strategic thinking media professional with extensive experience in Business Development in Latin American consumer and B2B markets. Self motivated, and motivating, high energy team player.
Proven track record in the media planning and buying process, maximizing value of media investment through the usage of innovative and differentiated optimization strategies.
Deep understanding of media as essential marketing tool.
-Fresh thinking - Negotiating skills
-Bottom-line results driven - Client oriented
-Team player - Dynamic
-Proactive - Daring, bold
* Employment History
Sep 2003 – Current
Fox Latin American Channels
Vice President Advertising Sales Strategy for Pan-Regional and Local Ad Sales (Jun 2010 - Present)
-Identifying key 50 clients among 1,500 in order to help Sales Teams taking the relationship to the next level, really understanding their marking needs and transforming our service in consultancy.
-Defining and tracking KPI’s for Top Management.
-Leading pricing strategies for 10 TV Channels and Digital, in order to make the most of Pan-Regional and Local inventory, avoiding cannibalization between 10 offices.
-Creating a network with Business Development Managers and Media Planners, to empower and enhance their responsibilities and skills, by providing help with the head hunting, training, alignment, strategies, methodologies, tools.
-Working together with On-Air Programming, Marketing, Creative Solutions and On-line in creating integrated premium ad sales packages.
-Working together with IT in improving systems to wisely manage inventory and rates information for several channels (owned and represented).
Achievements: Growing systematically as a faster pace in comparison with the rest of the industry.
Business Development Director for .Fox Networks (Jan 2008-Jun 2010)
-Negotiate and execute contractual agreements with publishers, creating and growing Publisher Partnerships for .FOX Networks, in order to ensure publisher’s inventory delivers its revenue, margin and profitability goals.
Achievements: .FOX Networks penetration in US Hispanics increased by 460% in 2 years.
Business Development Director for Fox One-Stop Media Pan-Regional Ad Sales (Sep 2003 – Jul 2008)
-Maximize Pan-Regional ad sales revenues and profitability for 10 TV channels and websites (Canal Fox, National Geographic Channel, Fox Sports, FX, Fox Life, Universal Channel, Sci-Fi, Speed, Utilisima and Baby TV).
-Develop the most attractive business proposal in terms of effectiveness, efficiency and On-Air+On-Line innovation.
-Urge advertisers to merge into the media content by creating non-traditional elements as well as branded entertainment, while protecting audience levels and content quality.
Achievements for Pan-Regional Ad Sales: Billings increased by 118% and SOI vs competitors increased by 58%.
Feb 2000 – Ago 2003
Media Planning Group
Client Service Director & New Business Developer
BBVA Banco Francés/Consolidar, Fox Channels, Editorial Planeta, LVMH (Cosmetics & Winery), Lacasa Chocolates, Papelera del Plata, La Virginia, Cepas-Gancia, Bayer, SC Johnson, Le-Shop.com, Losa Olavarría, Intel, Auchan, Bayer, Societé Generale, Ecuality, Yaonline.com
- Contribute to build 15% SOM in the 3 initial years of Media Planning Group in Argentina.
Dec 1995 – Jan 2000
McCann Erickson Argentina
Media Team Leader
Accounts Managed: Unilever, Colgate Palmolive, Nestle, Nextel, Isenbeck, Motorola, Lucent Technologies, Editorial Altaya, Zona Financiera.com - Whitehall Labs., Hewlett Packard
Professional of the year 1996
McEd Award Argentina 1997
- Contribute to scale from position #6 to #1 in Agency billings in only 3 years.
- Executive Program
Negotiation and Decision Making
Harvard Business School
- Master in Advanced Marketing
Levy Marketing Institute - Argentina
- Master in Marketing
Superior Advertising School
- BA / Major in Advertising
Superior Advertising School (International Advertising Association - Argentine Chapter)
* Speaker Activity
Key note speaker - Jornadas de Actualizacion Publicitaria (Diario Los Andes de Mendoza – Argentina)
Topic: Media Planning Process
* Other Skills
MS Office and various applications both MS Windows
Audience information processing software (Ibope, TGI)
Media planning, optimization and buying tools