EDWIN LICONA
Encino,USA
Summary
Leader in the media industry with expertise in sales operations and customer relations. Proven success in producing and marketing content for major companies, including HBO and XLrator Media. Skilled in client acquisition, strategic sales planning, and driving brand visibility through national comedy tours and content acquisitions. Consistently exceeds sales goals while expanding customer base and enhancing team productivity.
Overview
27
27
years of professional experience
1
1
Certification
Work History
Sales and Production Manager
Viva Pictures | Grande Content
Los Angeles, CA
04.2018 - 06.2025
- Company Overview: Grande Content.
- Work with HBO to create and produce a comedy series and a half-hour comedy special to be streamed on HBO Max.
- Oversee a 32-city comedy tour, powered by WME and HBO.
- Analyzed market trends, identified new opportunities, and developed strategies to capitalize on them.
- Managed the sales team to achieve growth and hit sales targets consistently.
- Represented the company at trade association meetings to promote products.
- Conducted market research to identify new business opportunities.
Acquisitions Executive | Consultant
Alameda Entertainment | XLrator Media
Los Angeles, CA
02.2012 - 02.2018
- Provided strategic leadership to the production, sales, marketing, acquisitions, and financing aspects of start-up production and distribution firms.
- Created content designed for a Latin and urban audience; ensured strategic packaging of projects; and rendered script development consultation to screenwriters.
- Launch of Pace Films, a multicultural film label and distributor by XLRator Media.
- Managed teams of consultants to ensure successful project completion.
Sales and Marketing Representative
XLrator Media
Los Angeles, CA
01.2012 - 02.2013
- Company Overview: Alameda Entertainment
- Expertly studied and screened content from agencies, production companies, and independent producers to obtain rights for distribution
- Took charge of negotiating terms and acquiring complex licensing deals such as fully exploited licensed rights, including multiple release windows
- Partook in festivals and film markets as well as curated programming for PACE related verticals
- Drove the successful launch of a multicultural distribution label and an over-the-top (OTT) streaming channel available on Roku and Amazon Prime in collaboration with XLRator Media
- Secured 6 album comedy specials with 800lb gorilla, the top distributor for audio comedy specials along with 32 city branded tour powered by HBOmax and managed by William Morris Endeavor
- Assisted with developing marketing materials including brochures, flyers, presentations.
- Organized promotional events which provided valuable exposure for the company's products and services.
- Developed strong relationships with clients to grow business networks.
- Alameda Entertainment
Acquisitions and Business Development Manager
BCI Eclipse, LLC
New Hope, MN
03.2008 - 11.2010
- Successfully acquired various properties, which included TV Azteca Telenovelas, three volumes of George Lopez's Loco Comedy Jam, and the Stomp the Yard step show over a nine-month period.
- Secured eight properties with a total of $4.9M in gross revenue through research and assessment of television, film, and special interest content, identification of acquisition opportunities, and negotiation of terms.
- Generated a 20% increase in annual revenues by expanding the firm's Latin and urban market reach
- Identified potential clients, built relationships, and negotiated contracts.
Director of Content Acquisition
RLJ Films | Image Entertainment
Los Angeles, CA
01.2002 - 11.2007
- Closely monitored product availability windows, license fees, payment rates, and media release dates.
- Maintained efficient communication between internal departments and external labels, including coordination with the Finance and Business Affairs departments in assessing the profit potential of all projects.
- Managed multiple projects simultaneously while staying within deadlines.
- Evaluated incoming pitches from independent producers and determined suitability for acquisition purposes.
- Negotiated contracts and licensing deals for acquired content rights and usage fees.
Senior Sales Associate
RLJ Films | Image Entertainment
Los Angeles, CA
03.1998 - 05.2002
- Gained continuous career advancements throughout tenure for exemplifying effectiveness in fulfilling increasing responsibilities, initially hired as a customer service representative and subsequently promoted as senior regional West Coast manager, acquisitions manager, and director of acquisitions
- Managed customer relationships through regular contact via email and phone calls.
- Attended industry events, such as trade shows and conferences, to build relationships with prospects.
- Maintained accurate records of all sales activities, including customer contacts, follow-ups, and purchases.
- I reviewed the monthly sales numbers against the goals set by the management team and took corrective actions when necessary.
Education
GED -
Pierce College
Los Angeles04.2008
Skills
- Sales operations
- Sales presentations
- Client acquisition
- Account development
- Project management
- Budget management
- Multitasking Abilities
- Self-motivation
- Problem-solving
- Relationship building
Certification
- Project Management for Professional
- Lean Six Sigma Green Belt
- Excel 2010 Level 1
References
References available upon request
Languages
Spanish
Professional
Timeline
Sales and Production Manager
Viva Pictures | Grande Content
04.2018 - 06.2025
Acquisitions Executive | Consultant
Alameda Entertainment | XLrator Media
02.2012 - 02.2018
Sales and Marketing Representative
XLrator Media
01.2012 - 02.2013
Acquisitions and Business Development Manager
BCI Eclipse, LLC
03.2008 - 11.2010
Director of Content Acquisition
RLJ Films | Image Entertainment
01.2002 - 11.2007
Senior Sales Associate
RLJ Films | Image Entertainment
03.1998 - 05.2002
GED -
Pierce College
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