Summary
Overview
Work History
Education
Skills
Affiliations
MISSION-FOCUSED ALIGNMENT
Timeline
Generic
Francesca D. Rollins

Francesca D. Rollins

Ridgeland,MS

Summary

Award-winning media strategist and broadcast executive with over a decade of experience leading cross-platform television, radio, and digital campaigns. Proven success in using audience analytics, marketing performance data, and strategic planning to increase campaign effectiveness and organizational revenue. Deep expertise in aligning storytelling with social impact, including contract negotiations with civic, state, and nonprofit stakeholders. Adept at optimizing media spend, analyzing KPIs, and managing multimillion-dollar campaigns. Passionate about mission-driven work that positively impacts communities—especially children and families.

Overview

17
17
years of professional experience

Work History

Sales Account Executive – Broadcast & Digital Strategy

Connoisseur Media
08.2023 - Current
  • Lead strategy and performance optimization for radio and digital campaigns across regional markets.
  • Collaborate with clients to develop integrated cross-platform campaigns that drive engagement and exceed revenue goals.
  • Analyze Nielsen and digital metrics to inform campaign adjustments, pacing, and outcomes.
  • Serve as a key partner to nonprofit, government, and healthcare clients seeking mission-aligned messaging through media.
  • Maintain and grow portfolio of accounts by leveraging consultative sales and data-backed storytelling.

Senior Account Executive, TV & Digital Strategy

WAPT – TV 16 | Hearst Television
06.2021 - 07.2023
  • #1 Ranked Sales Leader | Hearst Tower Award Winner
  • Executed $2M+ in annual campaigns, integrating TV, digital, and social to boost market share and visibility.
  • Managed over 70 digital deliverables, increasing station revenue by 37% and outperforming sales benchmarks:
  • New Business: 295%
  • Digital: 205%
  • Core Broadcast: 175%
  • Applied Nielsen and Comscore data to guide TV performance strategies and improve campaign results.
  • Served as chief negotiator for high-value state, local, and federal marketing contracts.
  • Drove community-oriented messaging, working with public institutions and mission-driven campaigns.

Director of Communication & Broadcast Journalism

Clinton Public School District
06.2020 - 05.2021
  • Founded and launched the district’s first student-led Broadcast Journalism Program.
  • Streamed live events, sports, and public meetings on social platforms to increase engagement.
  • Partnered with media outlets and built advisory board to support youth media literacy.

Digital Sales & Strategy Manager | Multimedia Journalist

Twin States News
08.2017 - 01.2019
  • Created $1M+ in annual broadcast/digital campaign revenue through targeted local and regional strategies.
  • Produced and hosted “Digital Segment Moment” to educate audiences on digital trends.
  • Supervised and trained sales staff; implemented strategic plans that improved revenue by 15%.
  • Oversaw content performance and campaign execution across web, social, and TV platforms.

Sales Account Executive, TV & Digital Media

WLBT – TV 3
10.2015 - 08.2017
  • Closed $200K+ in new digital and broadcast revenue while expanding local market presence.
  • Built long-term partnerships with agencies and businesses by delivering high-performance media plans.
  • Utilized audience metrics and ratings to fine-tune strategy and align with client KPIs.

Customer Service Supervisor & Regional Banking Manager

BankPlus
11.2008 - 10.2015
  • Supervised 60+ employees; managed $1M+ in assets weekly.
  • Increased bank revenue by $2M annually through leadership and performance strategy.
  • Taught financial literacy and managed audit, compliance, and reporting protocols.

Education

Executive Ph.D. - Urban Higher Education

Jackson State University
05.2024

M.S. - Mass Communication & Broadcast Journalism

Jackson State University
01.2019

B.S. - Professional Interdisciplinary Studies

Jackson State University
01.2014

Skills

  • TV, Radio & Digital Media Strategy
  • Audience & Ratings Analysis (Nielsen, Comscore)
  • Campaign Performance & Reporting
  • Revenue Growth & Budget Management
  • Cross-Functional Team Leadership
  • Contract Negotiation & Policy Alignment
  • Media Planning & Buying (Political, Nonprofit, Government)
  • Microsoft Office, WideOrbit, Canva, Social Platforms

Affiliations

  • Hearst Eagle Award, WAPT (2022)
  • Top Sales Award, BankPlus (2012–2015)
  • Political Media Marketing Buyer (ongoing)
  • Member, Multiple Chambers of Commerce (Jackson, Clinton, Madison, etc.)

MISSION-FOCUSED ALIGNMENT

  • Expertise in data-backed storytelling and community engagement through media.
  • Deep understanding of nonprofit messaging needs, especially for health, education, and public welfare.
  • Passionate about leveraging performance analytics to further missions that serve children and families.
  • Experience working with civic, healthcare, and government sectors in strategic communications.

Timeline

Sales Account Executive – Broadcast & Digital Strategy

Connoisseur Media
08.2023 - Current

Senior Account Executive, TV & Digital Strategy

WAPT – TV 16 | Hearst Television
06.2021 - 07.2023

Director of Communication & Broadcast Journalism

Clinton Public School District
06.2020 - 05.2021

Digital Sales & Strategy Manager | Multimedia Journalist

Twin States News
08.2017 - 01.2019

Sales Account Executive, TV & Digital Media

WLBT – TV 3
10.2015 - 08.2017

Customer Service Supervisor & Regional Banking Manager

BankPlus
11.2008 - 10.2015

M.S. - Mass Communication & Broadcast Journalism

Jackson State University

B.S. - Professional Interdisciplinary Studies

Jackson State University

Executive Ph.D. - Urban Higher Education

Jackson State University

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