ALETHA RIDEOUT
Baltimore,MD
Summary
Dynamic and results-driven Commercial Production Manager at WBAL TV, skilled in creative leadership and cross-platform content production. Achieved a 20% increase in closing efficiencies through innovative client engagement strategies. Proficient in Adobe Creative Suite, I excel in visual storytelling and team building, driving impactful brand initiatives that resonate with audiences.
Overview
17
17
years of professional experience
Work History
Commercial Production Manager – Studio 11
WBAL TV
Baltimore, MD
07.2024 - Current
- Oversee end-to-end commercial production initiatives that aligned with revenue growth and brand identity, ensuring consistent and positive public information release.
- Collaborate with sales to create custom commercial productions for regional advertisers, reinforcing the station’s media relations and stakeholder engagement.
- Launched new “in-take” questionnaire to better access new and existing commercial client video production needs, which increased Account Executive “closing” efficiencies by 20%.
- Coordinate Studio 11 commercial client meetings, production schedules, and cost management while upholding policy compliance and operational efficiency.
- Promote client and community representation through dynamic storytelling that aligned with comprehensive communication strategies.
Assistant Creative Services Director
WBAL TV
Baltimore, MD
10.2020 - Current
- Collaborate with the Creative Services Director to design and implement multi-platform brand marketing campaigns that enhanced the organization’s public image and audience engagement, aligning with strategic communication goals.
- Direct station branding and content strategies across on-air, digital, radio, and social platforms to maintain a consistent and positive public relations presence.
- Manage a high-performing team of four writer/producers to deliver news and promotional content that reinforced the station’s image and community relations.
- Integrated data-driven insights into promotional messaging to adapt to evolving audience behaviors and ensure effective media relations.
- Represent the station at key community events, strengthening external partnerships and enhancing corporate relations.
- Developed scalable content campaigns that drove ratings and digital reach, thereby supporting strategic marketing initiatives.
Multiplatform Creative and Marketing Manager
First Coast News
Jacksonville, FL
05.2018 - 09.2020
- Led strategic marketing initiatives for the “On Your Side” brand, ensuring consistent brand presence and media relations across broadcast, digital, and social platforms.
- Directed creative campaigns for station identity, promotional content, and topical storytelling to achieve clear communication objectives.
- Produced a half-hour Voice2Vote television special to educate and engage citizens, emphasizing informative public relations.
- Achieved a growth of 1.0+ points in 11pm newscast ratings over four consecutive periods through effective content planning and execution.
- Launched a viewer engagement special and developed franchise branding that enhanced public relations and media impact.
- Collaborated cross-functionally to align marketing, news, and digital strategies with overall communication goals.
- Implemented a new hire onboarding program to improve team engagement and operational efficiency.
- Managed visual signage and station apparel budget to support strategic brand initiatives and vendor management.
Creative Services/Promotions Producer
WXYZ Channel 7
Southfield, MI
09.2014 - 05.2018
- Developed and executed high-impact brand promotions and content strategies for both WXYZ Channel 7 and WMYD TV 20 to elevate station image and public relations.
- Enhanced viewership ratings through creative station image campaigns and special report teasers that aligned with targeted media relations.
- Launched the 'Man on the Street' initiative to capture viewer feedback and refine public communication strategies.
- Produced and edited the 'Brightest & Best' series of commercials to spotlight top academic achievements, reinforcing community and media relations.
- Coordinated promotion schedules with WMYD TV 20 to ensure daily alignment with broadcast and public relations objectives.
- Crafted and scheduled daily lower third story teases to maintain consistent on-air messaging and robust media communications.
Promotions Producer/Creative Service Production Specialist
WNEM TV 5
Saginaw, MI
05.2014 - 09.2014
- Wrote, produced, and edited station image promotions and nightly news teasers that supported clear and effective media relations.
- Created radio teasers to complement television news, ensuring coordinated communications across platforms.
- Contributed topical stories to enhance web content, driving increased traffic and integrating digital media relations with overall communication strategy.
- Collaborated with the newsroom, anchors, and graphics team to develop engaging promotions that reinforced the station’s public image.
Television Producer
Word of Faith International Christian Center Church
Southfield, MI
08.2008 - 01.2014
- Directed media and communications for a global ministry, significantly enhancing public image and community relations through strategic storytelling and media operations.
- Managed a team of 80+ volunteers and staff in orchestrating content development and video production that aligned with mission-driven public relations strategies.
- Produced broadcast and radio advertising content that ensured consistent, high-quality messaging across multiple media outlets.
- Oversaw television and radio budgets at multiple locations, ensuring financial resource management and compliance with organizational policies.
- Produced the weekly television broadcast 'Live Your Faith' which reinforced audience engagement and bolstered the organization's public identity.
- Co-produced and marketed daily radio broadcast initiatives to maintain strong media relations and bolster brand strategy.
- Launch initiatives such as the international broadcast of 'Live Your Faith' and the re-launch of 'Keith Butler Ministries,' demonstrating adept operational management and strategic public relations.
- Wrote, produced, and scheduled weekly electronic field productions to support visual sermon accompaniments, ensuring alignment with media relations goals.
- Cultivated strong professional relationships with local media outlets to enhance the organization’s external communications and public visibility.
Education
MASTERS OF ARTS - NEW MEDIA JOURNALISM
Full Sail University
Winter Park, FL10-2016
Digital Media Certification - Southfield, MI
Specs Howard School of Broadcast Arts
Southfield, MI01.2013
Television Production Diploma - Southfield, MI
Specs Howard School of Broadcast Arts
Southfield, MI01.2005
BACHELOR OF ARTS - BUSINESS COMMUNICATIONS
Rochester University
Rochester, MI12.2002
ASSOCIATES DEGREE - BUSINESS ADMINISTRATION
Mott Community College
Flint, MI12.1999
Skills
- Creative leadership and brand strategy
- Visual storytelling and editorial development
- Press release development
- Cross-platform content production
- Audience engagement
- Team building
- Budget management
- Vendor management
- Community relations
- Event planning
- Strategic planning
- Strategic management
- Marketing strategies
- Media relations
- Adobe Creative Suite proficiency
- Final Cut Pro expertise
- After Effects skills
Awards
Suncoast Regional Emmy Award Recipient, 2020, Promotion Image - 'Empty Streets'
Timeline
Commercial Production Manager – Studio 11
WBAL TV
07.2024 - Current
Assistant Creative Services Director
WBAL TV
10.2020 - Current
Multiplatform Creative and Marketing Manager
First Coast News
05.2018 - 09.2020
Creative Services/Promotions Producer
WXYZ Channel 7
09.2014 - 05.2018
Promotions Producer/Creative Service Production Specialist
WNEM TV 5
05.2014 - 09.2014
Television Producer
Word of Faith International Christian Center Church
08.2008 - 01.2014
MASTERS OF ARTS - NEW MEDIA JOURNALISM
Full Sail University
Digital Media Certification - Southfield, MI
Specs Howard School of Broadcast Arts
Television Production Diploma - Southfield, MI
Specs Howard School of Broadcast Arts
BACHELOR OF ARTS - BUSINESS COMMUNICATIONS
Rochester University
ASSOCIATES DEGREE - BUSINESS ADMINISTRATION
Mott Community College