Summary
Overview
Work History
Education
Skills
Hobbies and Interests
Accomplishments
Certification
Timeline
Generic

Darla Carter

Capitola,CA

Summary

Dynamic and results-driven media executive with a proven track record of accelerating revenue growth, driving innovation, and leading high-performing teams across television, digital, and streaming platforms. Expert in identifying emerging trends, crafting impactful advertising strategies, and executing data-driven initiatives. Renowned for building senior-level partnerships, mentoring top sales talent, and consistently exceeding performance benchmarks through a blend of strategic vision and operational excellence.

Overview

16
16
years of professional experience
1
1
Certification

Work History

Account Executive

Hearst Media
Salinas, CA
02.2024 - Current
  • Exceeded revenue goals by achieving 154% of target with a 75% close rate.
  • Developed high-impact, multimedia client presentations across linear, streaming, and native content platforms.
  • Partnered with NBC Sports, Peacock, Hearst Thematic Networks, and Story Studio Native to deliver integrated proposals.
  • Utilized market insights to identify white-space opportunities, translating data into actionable media plans.
  • Collaborated with creative, content, and marketing teams to ensure campaign cohesion and performance.

Account Executive

The Walt Disney Company, Disney Advertising
San Francisco, CA
08.2012 - 02.2024
  • Led sales initiatives across Disney's streaming platforms, surpassing budget forecasts by 145%.
  • Built Hulu and Disney Streaming ad accounts from the ground up, generating over $300K in annual revenue.
  • Crafted 50+ personalized client outreach messages monthly, cultivating lasting relationships and multi-platform buys.
  • Revitalized KGO in Santa Clara County by securing 75+ new business accounts and generating over $1M in revenue.
  • Closed 100+ brand deals for ABC7’s Bay Area Life, adding $150K+ in net-new revenue through strategic selling.

Account Executive

KSBW NBC Television
Salinas, CA
04.2009 - 08.2012
  • Demonstrated creative thinking in developing new business campaigns, driving over 40 new business transactions annually.
  • Hearst Television Eagle Award winner 2010 (and 2011), with honors of achieving goals, finished 114% of linear budget, 128% of digital budget and 105% of new business budget, totaling $400K+.
  • In addition to crafting media plans, took on responsibilities for creating individual decks, delivering client presentations, and developing revenue strategies.

Education

Associate in Science -

Cabrillo College
Aptos, CA

Skills

Cross-Platform Media Sales (Streaming, Broadcast, Digital)

Strategic Account Management & Business Development

Client Prospecting, Outreach & Relationship Building

Campaign Planning, Execution & Revenue Optimization

AdTech Platforms: Hulu Self-Serve, Disney Streaming

Salesforce CRM Google Workspace Microsoft Office

High-Impact Communication & Negotiation

Market Expansion & New Business Acquisition

Hobbies and Interests

Dedicated volunteer for Quicksilver Swimming and UCSB Swimming, contributing to event coordination, athlete support, and fostering a positive environment for competitive swimming programs.

Accomplishments

  • Hearst. Eagle Award Winner

Certification

  • First Aid/CPR/AED
  • Valid 7/29/2027

Timeline

Account Executive

Hearst Media
02.2024 - Current

Account Executive

The Walt Disney Company, Disney Advertising
08.2012 - 02.2024

Account Executive

KSBW NBC Television
04.2009 - 08.2012

Associate in Science -

Cabrillo College

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