Andrew Caliendo
323 13th Avenue NE, St. Petersburg,FL
Summary
With a career focused on brand, revenue, results, and culture, I consistently strive to enhance these key areas of success. Building an enduring brand requires thorough market research to identify a unique and unfulfilled brand position that resonates with customers and effectively communicates the brand's value. Implementing data-driven, multi-platform external marketing strategies is crucial in reaching consumers and delivering targeted messages. Prioritizing a first-class experience for all clients ensures their long-term commitment to our product, while also developing innovative plans to attract new customers and generate additional revenue streams. Success is measured by results, which is why I implement key tracking systems to ensure that every brand message and marketing investment yields tangible outcomes. Lastly, I prioritize building an inclusive and motivational internal culture that fosters employee value, purpose, and satisfaction, recognizing that an organization\'s success lies in its team.
Overview
21
21
years of professional experience
Work History
Director of Marketing
WTSP-TV
12.2018 - 01.2025
- Executed complete re-brand of news organization and all related products and platforms.
- Executed internal strategy and intensive market research in the creation of the 10 Tampa Bay brand and 'Informed, Prepared and Connected' brand position.
- Created and executed external marketing plans on all platforms, with focus on digital/social and streaming, in addition to unconventional grassroots tactics and community activation events.
- Created and executed new brand campaigns for 10 Tampa Bay’s weather products as well as Morning News, streaming product, mobile app, social platforms.
- Key brand differentiators for each campaign were identified and used as focal points for each effort.
- Winning Weather is the #1 priority at 10 Tampa Bay.
- Crafted Marketing plan to work seamlessly with Content and Digital teams’ plans.
- Focus is not only on tropical events, but also on inconvenient weather impacting our community.
- Intensive multi-platform marketing tactics to engage consumers pre-storm, during the storm and post storm with a heavy emphasis on streaming downloads and content.
- Created robust hurricane preparation content for streaming app, targeted to new residents.
- Analyzed market and identified prime new target audience group, as well as key focus on recruitment of new residents.
- Worked closely with content and digital teams on action plans to engage target groups, encourage sampling and build brand recognition and loyalty.
- Intense focus on 10 Tampa Bay’s streaming app, including successful download campaigns, content creation and data driven daypart scheduling.
- Geo-focus approach to growing audiences: All outside media spends in 4 critical counties.
- Content and digital involvement as well in this plan.
- Manage team of 9, including marketing producers, art director, commercial producers and community manager.
- Work closely with Sales team to create memorable and distinctive client experience.
- Created new products to match the needs of new clients, resulting in new revenue streams.
- Crafted a new internal culture plan with input from team on direction, values and purpose.
- These efforts continue on a daily basis, with consistent feedback and inclusive methods to maintain employee satisfaction and performance.
- Internal surveys reveal impressive employee satisfaction with 10 Tampa Bay and management.
- Created ongoing brand workshops for new employees to ensure brand knowledge and purpose with all new team members.
Director of Marketing
WCNC-TV
06.2016 - 12.2018
- Company Overview: NBC affiliate in Charlotte
- Launched refreshed brand for WCNC, the NBC affiliate in Charlotte.
- Internal cultural efforts activated while executing market analysis to identify brand opportunity for all products and platforms of news organization.
- Comprehensive external marketing plan executed to appeal to existing base of customers and attract new customers.
- Heavy marketing focus on station’s social/digital platforms to build engagement, loyalty and brand recognition.
- Led successful marketing campaigns to grow WCNC’s weather preference and loyalty in the market.
- Managed team 15, including marketing producers, art director, commercial producers and staff of WCNC’s lifestyle/sales show.
- Managed WCNC client-based lifestyle program, crafting the product to fit clients’ needs and goals.
- Worked closely with sales to team to identify new sponsorable assets for clients, which also helped build the WCNC brand.
- Refined internal brand efforts and culture to focus on employee needs and purpose.
- Consistently surveyed staff on workplace morale, value and brand execution.
- Internal surveys revealed consistently excellent scores from the team.
- NBC affiliate in Charlotte
Creative Services Director
WIAT-TV
07.2014 - 06.2016
- Company Overview: CBS 42
- CBS 42
Promotion & Brand Manager
KPHO-TV
09.2010 - 07.2014
- Company Overview: CBS 5
- CBS 5
Creative Services Director
KVOA
08.2009 - 09.2010
- Company Overview: News 4
- News 4
News Marketing Manager
KABC-TV
03.2005 - 04.2007
- Company Overview: ABC 7
- ABC 7
Promotion Producer
KPHO-TV
09.2003 - 03.2005
- Company Overview: CBS 5
- CBS 5
Education
B.A. - Telecommunication Arts
Butler University
Indianapolis, INSkills
- Brand strategy development
- Multi-Platform, targeted brand execution
- Marketing analytics & research implementation
- Innovative concept development
- Customer relationship management
- End to End campaign management
Awards
- 2022, Suncoast Emmy Winner: 10 Tampa Bay 'Hurricane Hacks'
- 2020, Suncoast Emmy Winner: 10 Tampa Bay Brand Launch '10 Tampa Bay: Informed, Prepared, Connected'
- 2019, Suncoast Emmy Winner: 10 Tampa Bay News Brand Campaign: 'Moving Forward Tampa Bay'
- 2017, Mid-South Emmy Winner: Brand Spot for WCNC Meteorologist, Brad Panovich
- 2016, Outstanding Station Promotional Campaign – 'CBS 42 News Investigates: Dangerous Connection' - 2016 Alabama Broadcaster’s Association.
- 2012, 'Station of Distinction', CBS Eye on Excellence Awards.
- 2012, 'Best Episodic Promo', CBS Eye on Excellence Awards, 'The Anti-Vaccination Movement'.
- 2012, 'Best Weather Promo', CBS Eye on Excellence Awards, 'Monsoon 2011'.
- 2012, 'Best Sports Promo', CBS Eye on Excellence Awards, 'March Madness/Morning News Team'.
Timeline
Director of Marketing
WTSP-TV
12.2018 - 01.2025
Director of Marketing
WCNC-TV
06.2016 - 12.2018
Creative Services Director
WIAT-TV
07.2014 - 06.2016
Promotion & Brand Manager
KPHO-TV
09.2010 - 07.2014
Creative Services Director
KVOA
08.2009 - 09.2010
News Marketing Manager
KABC-TV
03.2005 - 04.2007
Promotion Producer
KPHO-TV
09.2003 - 03.2005
B.A. - Telecommunication Arts
Butler University
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