DONNA M. TALLA
Summary
Motivated and results-driven Senior Director with 30 years of Business/Management experience. Well-qualified to hold management accountable, improve communication, and facilitate necessary policy updates. Authoritative and knowledgeable leadership style inspires and motivates teams to achieve exceptional results. Excels in client relations, leveraging expertise in developing and maintaining strong relationships to drive business growth. Strong focus on team collaboration and adaptability allows for effective navigation of changing needs and delivery of outstanding outcomes. Skilled in conflict resolution, strategic planning, and effective communication, ensuring smooth operations and positive team dynamics. Known for reliability in fostering a positive team environment that promotes productivity and success.
Overview
35
35
years of professional experience
Work History
Director Of Client Relations
Diverse Issues in Higher Education
11.2019 - 03.2025
- Managed, recruited and trained sales team to drive revenue and unlock new opportunities on all advertising products both print and digital including podcasts, webinars and sponsorships.
- lead in marketing efforts across the nation,event and talent development
- Identified and negotiated lucrative contracts with advertising agencies, small, midsize and large companies
- prepared operational and financial sales department reports
- developed and managed nationwide jobboard for all college and universities nationwide
Executive Consultant
Emerald Coast Digital
01.2017 - 11.2019
- Increased client base by assessing needs to determine and suggest relevant product solutions in alignment with client budgets and schedules
- Increased sales by fostering relationships with customers, implementing business strategies and suggesting areas for improvement for the business
- Evaluated overview of business finances and sales strategies, while presenting solutions to grow market share
Northwest Florida Regional Sales Director
Gatehouse Media Group, Halifax Media Group
01.2013 - 01.2017
- Responsible for the Northwest Florida annual revenue of over $15 million, included all products Daily News, Five Weekly Community Newspapers, Magazines, Inserts, Niche products & Digital revenue
- Manage multiple properties and staff with over 20 sales professionals and Sales Managers
- Fostered an environment for revenue growth, opportunity and development for the entire region
- Accountable for setting regional sales goals, exceeding revenue budgets, training, customer service and provide motivation, leadership and innovative sales/marketing solutions
- Effectively leads in cross-selling efforts in print and digital across the region
- Recruits, hires and motivates advertising teams
Southern Regional Sales Director
All Island Media / Maryland Pennysaver Inc
01.2010 - 01.2013
- Responsible for the entire Southern Maryland operation with multiple products reaching with a combined circulation of over 850,000 and generating over $20 million in annual revenue
- Managed daily staff of 10 to 15 sales professionals
- Managed overall sales process, set metrics for sales using CRM tools
- Developed an aggressive marketing and prospecting program throughout Southern Maryland to establish new accounts and grow existing client base
- Contributed to compensation, training and sales incentive programs
- Implemented Advertising solutions which included print and digital
- Identified and negotiated lucrative contracts with advertising agencies, small, midsize and large companies
- Managed and maintained several key accounts throughout Southern Maryland
Group Publisher
American Community Newspapers
01.2005 - 01.2010
- Responsible for the Northern Virginia operation of weekly Newspapers & multiple products reaching a circulation of over 150,000 and generating over $17 million in annual revenue
- Grew annual advertising sales by an average of 20% per year
- Led product development strategy for multiple products
- Strategize product placement and positioning to reach varied demographics and target audiences
- Developed marketing strategies to support product strategies and implement sales initiatives to drive revenue
- Implemented continuous improvement program to enhance customer satisfaction
- Responsible for all aspects of product development, production and circulation of products
- Managed product forecasts including margin, pricing and revenue projections
- Implemented cross media sales programs to package multiple products and ad media
- Manage a team of 35 sales professionals as a player/coach who actively managed several key accounts
- Identified and implemented cost reduction initiatives to maintain margins in a highly competitive and shrinking newspaper market
- Implemented multiple changes to production process and workflows to reduce costs and increase efficiencies
- Evaluated product positioning and consolidated products to reduce costs while minimizing impact on revenue
- Led product consolidation effort including associated change management, staff re-alignment, and staff reduction efforts
Publisher
American Community Newspapers Northern Virginia
01.2003 - 01.2005
- Responsible for annual financial budget of $6 million while leading a 23-member team of editor's, managers and sales executives
- In charge of product development, sales and marketing for the Sun Gazette offering
- Enabled company to achieve its growth objectives annually through the sale of display advertising
- Drove year-over-year revenue growth of over 100% the first year in this position
- Increased circulation by launching new products into the market
- Increase number of major accounts - generating additional revenue identified new market opportunities and developed sales plan and strategies
- Participated in corporate strategic planning and budgeting
Advertising Sales Director
Sun Gazette and Journal Newspaper Group
01.1998 - 01.2003
- Responsible for managing, forecasting and growing advertising department budget in excess of $13 million - $17 million annually
- Managed daily staff of 20 sales representatives and two team managers
- Plan and implemented new marketing and promotions to increase annual revenue
- Participated in the selection and hiring of sales representatives
- Representatives, territorial and account assignments, training and assistance with problem solving
- Supported company marketing and sales efforts through strategic planning and marketing programs, pricing strategies and preparation of brochures and marketing tools
- Developed an aggressive marketing and prospecting program throughout Northern Virginia to establish new accounts and grow existing client base
- Identified and negotiated lucrative contracts with advertising agencies, small, midsize and large companies
Senior Account Executive
01.1992 - 01.1998
- Selling print advertising strategies to existing clients with a major focus on developing and retaining new clients
- Sold over $1.3 million annually
- Developed and scheduled promotional issues in order to increase sales
- Initiated and aided in the development of improved media kits and sales promotion pieces resulting in a more professional presentation of products
- Consistently met or exceed sales goals
Account Executive
WXTU Radio-FM, Beasley Broadcast Group
01.1990 - 01.1992
- Responsible for developing new business as well as serving established accounts
- Used consulting sales approach to help clients understand demographics and market research, product placement and sales program development
- Developed, planned and implemented multi-divisional advertising campaigns
- Developed winning sales presentations in both one-on-one and group situations
- Developed track record of increasing billing totals of existing accounts and selling formerly inactive accounts
Education
Bachelor of Science - Business, Marketing, Management
Davis & Elkins College
Elkins, West VirginiaSkills
- Implementation of digital solutions
- Customer oversight
- Sales and marketing strategy
- Product and service knowledge
- Coaching and mentoring
- Tactical planning
- Forecasting abilities
- Operations
- Sales performance evaluation
- Expertise in CRM software
- Strong sales acumen
- Strategic project planning
- Relationship building and management
- Forecasting
- Managing the Operation
- Social media strategy
- Microsoft Office, Excel, PowerPoint
- Team leadership
- Financial Analysis
- Territory management
- Proven competitive mindset
- Team training
Timeline
Director Of Client Relations
Diverse Issues in Higher Education
11.2019 - 03.2025
Executive Consultant
Emerald Coast Digital
01.2017 - 11.2019
Northwest Florida Regional Sales Director
Gatehouse Media Group, Halifax Media Group
01.2013 - 01.2017
Southern Regional Sales Director
All Island Media / Maryland Pennysaver Inc
01.2010 - 01.2013
Group Publisher
American Community Newspapers
01.2005 - 01.2010
Publisher
American Community Newspapers Northern Virginia
01.2003 - 01.2005
Advertising Sales Director
Sun Gazette and Journal Newspaper Group
01.1998 - 01.2003
Senior Account Executive
01.1992 - 01.1998
Account Executive
WXTU Radio-FM, Beasley Broadcast Group
01.1990 - 01.1992
Bachelor of Science - Business, Marketing, Management
Davis & Elkins College
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