Bill Witsik
New Freedom,PA
Summary
- Goal-driven, proven Sales Professional and respected leader with success developing and retaining key accounts for top broadcasting companies. 15+ years’ experience in sales management inside television stations and 10+ years’ experience serving stations across the US as a rep. Recognized as driving force for achieving quarterly and annual goals by offering tailored solutions to clients by leveraging broadcast/digital assets and sponsorships. Proven mentor to new sales reps. Analytical thinker who sells strategically and meets challenges head on in a fast-paced environment. Specialize in traditional TV, OTT, mobile and digital sales.
Overview
20
20
years of professional experience
1
1
Certification
Work History
Senior Pricing Consultant
SHAREBUILDERS
Washington, IL
01.2022 - Current
- Run weekly meetings with broadcast TV and radio stations across US to maximize revenue potential, sharpen forecasting, effectively price inventory, and evaluate weekly sellout levels
- Consult with station GM’s, GSM’s, local/national sales management and offer intelligence to accurately price programming and assist in forecasting/budgeting process
- Use Sharebuilders software and station reporting to create data-driven actionable solutions
- Create monthly content for ShareBuilders blog relevant to the broadcast TV industry.
Integrated Marketing Consultant
WHP-TV (CBS21)
Harrisburg, PA
01.2020 - 01.2022
- Canvas, cold call and develop new business on traditional broadcast tv and OTT/CTV
- Leverage Sinclair’s digital assets to find meaningful business solutions to small/medium sized businesses
- Leverage broadcast assets on CBS/CW/MyNet stations to achieve maximum market share
- Create and present high-ticket sponsorships like Super Bowl, March Madness and other OTO opportunities to upsell existing clients, both agency and direct
- Uncover opportunities through monitoring local TV, cable, Clipper Magazine, local Facebook Pages, organic searches, billboards, radio, and streaming video.
National Sales Manager/Political Sales Manager/Paid Sales Manager
WPMT-TV (FOX43)
Harrisburg-York, PA
01.2011 - 01.2020
- Manage all national sales efforts, political and paid advertising
- Created custom sponsorships and opportunities, built relationships with agency personnel and rep firms to exceed annual core revenue goals every year since 2016
- Achieved revenue and growth targets 17 out of the last 20 quarters (through Q1’20) at station
- Negotiated favorable share deals to build a barrier against poor rating books
- Created and closed multiple sponsorships for national clients including Super Bowl, World Cup, Philadelphia Eagles
- Achieved revenue goals by creating NFL sponsorships, local news sponsorships, and packaging inventory for share
- Exceeded political revenue and share goals (2012 and 2016) by creating and pricing political/issue rate cards, highlighting sports/specials/OTO opportunities and creating newsbreaks on subchannels to garner additional revenue
- Delivered positive outcomes by executing strategic trade agreements, leveraging relationships to take political crowd out dollars and getting sponsorship dollars independent of broadcast budgets
- Created custom paid programming opportunities to maximize paid revenue
- Mentored new account executives and held weekly meetings to monitor progress.
Account Executive
Comcast Spotlight
Columbia, MD
01.2009 - 01.2010
- Exceeded 2009 budget 20% by upselling core accounts, developing new business nd leveraging key relationships
- Grew top auto account in DMA by 25%
- Consistently presented weekly sponsorship opportunities such as Monday Night Football, niche programming and OTO opportunities
- Crafted anti-broadcast presentations, shifting dollars off local TV and into cable
- Generated new / multiplatform business by creating and presenting category specific programs to niche categories.
Local Sales Manager/National Sales Manager/Political Sales Manager
WMAR-TV (ABC)
Baltimore, MD
01.2004 - 01.2008
- Led team of 5 local AE’s and handled national business out of New York, which took 70% of the national billing
- Responsible for managing expenses, hiring of account executives and quarterly AE reviews
- Grew transactional shares by identifying zero share accounts, developing new prospects, setting rate cards, and assisting account executives on face-to-face calls
- Leveraged relationships with local automotive dealers, influencing national business
- Increased national share 3 consecutive years by identifying key low share accounts, targeting them aggressively and creating custom solutions for the ad agency
- Created political rate cards, pulled weekly LUR reports and highlighted strengths of our A35+/50+ demographic, which resulted in share growth in political advertising
- Collaborated with General Manager and Director of Sales, setting budget goals for department and revenue goals for account executives
- Frontloaded advertisers, updated rate cards and anticipated weekly put-ons.
Education
Bachelor of Arts - Political Science
Montclair State University
Skills
- Political Advertising
- Relationship Development
- Prospecting
- New Business Development
- Presentation Skills
- OTT/Digital Video/Web
- Interpersonal Skills
- Mentoring Skills
- Leadership
- Analytical Skills
- Communication Skills
- Creative Packaging
Websites
Certification
- Licensed Realtor - Keller Williams Keystone. Licensed in MD and PA
- Center for Sales Strategy - Certified Digital Marketing Professional
Timeline
Senior Pricing Consultant
SHAREBUILDERS
01.2022 - Current
Integrated Marketing Consultant
WHP-TV (CBS21)
01.2020 - 01.2022
National Sales Manager/Political Sales Manager/Paid Sales Manager
WPMT-TV (FOX43)
01.2011 - 01.2020
Account Executive
Comcast Spotlight
01.2009 - 01.2010
Local Sales Manager/National Sales Manager/Political Sales Manager
WMAR-TV (ABC)
01.2004 - 01.2008
Bachelor of Arts - Political Science
Montclair State University
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