Kelsey Reardon
Hoboken,NJ
Overview
8
8
years of professional experience
Work History
Manager- Addressable Pricing & Planning
The Walt Disney Company
New York, New York
08.2023 - Current
- Lead a team of 11 Addressable Sales Planners for two major holding companies: Dentsu and GroupM, and manage direct, programmatic, and biddable business.
- Steward both internal and marketplace feedback to help resolve pricing, packaging gaps, roadblocks, or opportunities.
- Manage a $140MM+ business through our internal system in Saleshub to create commitments for Sales Leadership to track pacing metrics, and report out weekly executive summaries.
- Create, manage, and implement negotiated rate cards, and ensure adherence to terms and conditions across Planning Management counterparts, planners, and sales.
- Negotiated 5+ new and returning business cpm rates and budgets for upcoming Agencies to finalize Upfronts.
- Develop and share new materials designed to streamline processes for Saleshub, involving a training document and facilitate training for 20+ managers, senior managers, and directors across all verticals.
Sales Planning Specialist- Addressable Pricing & Planning
The Walt Disney Company
New York, New York
09.2021 - 08.2023
- Lead the Brand Direct team with product knowledge, created our product catalog and worked in step with our internal APSE team on the new sales strategy for product updates and help with all questions pertaining to ad products.
- Collaborate with multiple internal teams to help with the creation of products in our system, working with our Sponsorship team on new sponsorship opportunities to customize products to be able to roll out to the planners.
- Support 10+ planners across multiple verticals as the go-to for Operative errors, targeting questions, strategize products based on client RFPs and lead team meetings weekly to discuss with respective teams.
- Develop and communicate new documents to streamline our teams’ processes such as a matrix of rate cards that is sent out to our VP of Pricing and Planning, Sales Planning Specialist Guide, updating necessary training decks and lead training of new hires.
Integrated Digital Sales Planner - Pricing & Planning
Entercom
New York, New York
08.2019 - 08.2021
- Product expert on the team leading the market in new digital capabilities.
- Collaborate with Account Executives to customize integrated digital solutions for both local and national clients.
- Manage the following up and problem solving for clients, media plans and presentations, and post-sales reporting activities.
- Generate, analyze and present in-depth reports that encompass and address client’s top business priorities and campaign objectives (return on ad spend, website traffic, form fills, foot traffic).
- Assist 60+ Account Executives with digital pre-sales and revenue-generating activities in New York, successfully contributing to the continued increase in digital revenue for Entercom, with 400% YoY.
- Foster and grow external client relationships to execute campaigns and ensure objective-driven results. This includes defining client goals, deliverables, approvals, and asset management.
- Develop and communicate implementation strategy and ad hoc revisions to tasks and budget to the entire company.
Digital Marketing Coordinator
Sinclair Broadcasting - WJLA ABC7 News/ WJLA 24/7
Washington, D.C.
08.2018 - 08.2019
- Implemented and managed all digital advertising campaigns for 10 WJLA Account Executives, valuing over $2.8 MM+ in digital revenue YTD.
- Provided strategic digital marketing planning, tracking and reporting insights to sales team to help increase digital revenue 34% YoY.
- Tactics included: email marketing, retargeting, geofencing, social media advertising, audience extension, SEM, SEO, mobile display, preroll, native and content marketing.
- Worked with vendors to ensure campaigns launch on time, deliver in full and optimize performance.
- Built UTM codes and calculating impressions and CPM rates for digital campaigns.
- Built digital proposals for in house creative for Facebook, YouTube and WJLA.com (DC refined).
Sales Assistant/ Marketing Consultant
Sinclair Broadcasting - WJLA ABC7 News/ WJLA 24/7
Washington, D.C.
07.2017 - 08.2019
- Production Assistant for “Let’s Talk Live” on News Channel 8. Organized guests in advance and identified location of cameras and microphones, scripts identified, etc.
- Worked directly with clients for future TV schedules and negotiated prices on live appearances.
- Attended commercial shoots to make sure all key points are met.
- Led and organized the scheduling of all external clients – including bookings, arrival set up and follow up transactions.
- Edited clips of clients for the show, designed PowerPoint presentations for Sales Representatives to bring to meetings.
- Worked closely with marketing consultants to manage all financial records for the incoming business contracts. This included managing the input of contracts to our systems for tracking and communicating with consultants and clients.
Education
Bachelor of Arts - Political Science
California State University, San Francisco
San Francisco, CA12.2016
Skills
- Pricing strategy
- Data analysis
- Sales forecasting
- Budget management
- Client negotiation
- Team leadership
- Cross-functional collaboration
- Process improvement
- Training development
- Strategic planning
- Performance management
Timeline
Manager- Addressable Pricing & Planning
The Walt Disney Company
08.2023 - Current
Sales Planning Specialist- Addressable Pricing & Planning
The Walt Disney Company
09.2021 - 08.2023
Integrated Digital Sales Planner - Pricing & Planning
Entercom
08.2019 - 08.2021
Digital Marketing Coordinator
Sinclair Broadcasting - WJLA ABC7 News/ WJLA 24/7
08.2018 - 08.2019
Sales Assistant/ Marketing Consultant
Sinclair Broadcasting - WJLA ABC7 News/ WJLA 24/7
07.2017 - 08.2019
Bachelor of Arts - Political Science
California State University, San Francisco