Denne Johnson
Elmira,NY
Summary
Relationship‑driven sales and marketing professional with deep experience across the Southern Tier, Ithaca, and the Finger Lakes region. Proven ability to grow revenue, strengthen retail partnerships, and execute promotional programs through strategic outreach, experiential marketing, and community engagement. Background includes B2B sales, media advertising, trade show sales, sponsorship development, and regional brand activation. Known for building strong rapport with liquor stores, restaurants, bars, attractions, and event organizations — directly aligned with off‑premise territory sales.
Overview
21
21
years of professional experience
Work History
Event Sales Specialist
Endeavor B2B
01.2023 - 01.2025
- Increased sponsorship sales by 62% by identifying growth opportunities and developing collaborative promotional packages.
- Secured $322,000 for Microgrid Knowledge Conference within a 6‑month window through targeted account development.
- Generated $500K+ in new revenue in first year through strategic outreach, territory prospecting, and relationship‑driven sales.
- Managed full client lifecycle through consultative selling, marketing coordination, promotional execution, and post-event ROI evaluation, ensuring comprehensive client engagement.
- Strengthened long-term customer relationships through consistent communication and needs assessment, facilitating tailored solutions that enhanced client satisfaction.
Media Account Specialist
7 Mountains Media
Elmira, NY
01.2020 - 01.2022
- Drove 30% new business growth by developing integrated radio + event promotional programs for regional retailers.
- Developed and sold sponsored radio programs and on-air campaigns, elevating advertiser traffic and brand visibility.
- Collaborated with liquor stores, restaurants, bars, attractions, and event groups across Southern Tier, Ithaca, and Finger Lakes to enhance local partnerships.
- Designed and executed community events, seasonal promotions, trade fairs, sporting events, and festivals, driving increased consumer engagement.
- Co‑wrote two award‑winning radio campaigns with strong branding and integrated messaging.
Publisher / Owner
TravelHost NY Southern Tier
Elmira, NY
01.2018 - 01.2020
- Achieved profitability by securing advertising from 300+ businesses across 9 counties within two years.
- Forged partnerships with liquor stores, restaurants, bars, hotels, attractions, and tourism organizations across Southern Tier, Ithaca, and Finger Lakes to enhance community engagement.
- Created promotional content and experiential marketing programs to drive local business growth and increase customer engagement.
- Produced a polished 48‑page regional tourism publication featuring editorial, sponsored covers, and city maps.
- Enhanced regional brand presence through proactive territory outreach and strategic relationship-building.
Account Manager
PennWell Publishing
01.2015 - 01.2017
- Managed key accounts, increasing sponsorship/exhibit sales within energy industry portfolio by fostering strong client relationships.
- Delivered consultative sales support to Fortune 500 clients, enhancing their engagement and satisfaction with services provided.
- Developed customized solutions aligning client goals with market trends, improving event performance outcomes.
North American Exhibit Sales Manager
RAI Amsterdam
01.2011 - 01.2015
- Managed exhibit and sponsorship sales across five major industry events, achieving consistent year‑over‑year revenue growth.
- Served as exclusive North American representative for one of Europe’s largest exhibition venues, enhancing regional market access.
- Developed strategic outreach initiatives and international partnerships to strengthen global brand presence.
- Coordinated with U.S. and Canadian government agencies to secure funding and pavilion participation, facilitating embassy-supported matchmaking programs.
International Exhibit Sales Manager
PennWell POWER‑GEN Events
01.2004 - 01.2011
- Managed simultaneous domestic and international exhibit/sponsorship sales across multiple territories, driving revenue growth and market penetration.
- Expanded POWER‑GEN’s international portfolio fourfold over seven years, enhancing market presence across Europe, Russia, Asia, India, China, and the Middle East.
- Cultivated long-term relationships with global distributors, government agencies, and industry partners, fostering collaboration and strategic partnerships.
- Reduced event costs by 20–50% through direct vendor negotiation and elimination of agency mark‑ups.
Education
Bachelor of Business Administration - Meetings & Destination Management
Northeastern State University (NSU)
Tahlequah, OKSkills
- Sponsorship Management
- Event Marketing
- Field Sales Execution
- Promotional Program Execution
- Event Promotion Strategy
- Territory Management
- Retail Account Development
- Local Event Collaboration
- Sales Data Analytics
- KPI Tracking
- Brand Activation
- Negotiation
- Customer Relationship Building
- Regional market expertise
Key Revenue Achievements
- $500K+ in revenue generated in the first year at Endeavor Business Media through strategic outreach and new business acquisition.
- 62% increase in sponsorship sales at Endeavor Business Media by identifying untapped opportunities and creating collaborative packages.
- $322,000 secured for Microgrid Knowledge Conference within a 6‑month sales window.
- 4x expansion of POWER‑GEN Energy Events' international portfolio across 7 years and multiple global markets.
- 30% new business growth achieved at 7 Mountains Media Broadcasting through integrated radio and event programming.
- 300+ advertising clients secured across 9 counties within 2 years for personally owned TravelHost NY Southern Tier Magazine.
- 20–50% event cost reductions via direct vendor negotiation.
Timeline
Event Sales Specialist
Endeavor B2B
01.2023 - 01.2025
Media Account Specialist
7 Mountains Media
01.2020 - 01.2022
Publisher / Owner
TravelHost NY Southern Tier
01.2018 - 01.2020
Account Manager
PennWell Publishing
01.2015 - 01.2017
North American Exhibit Sales Manager
RAI Amsterdam
01.2011 - 01.2015
International Exhibit Sales Manager
PennWell POWER‑GEN Events
01.2004 - 01.2011
Bachelor of Business Administration - Meetings & Destination Management
Northeastern State University (NSU)