Kellsy C. Panno
Marina
Summary
Hard-working professional with 8 years of experience working in media forecasting, sales, and marketing.
Overview
15
15
years of professional experience
Work History
Director of Marketing & Membership
90.3 KAZU
10.2021 - Current
- Manages a cross-functional team team that serves approximately 6,000 station donors, and organizes timely and targeted marketing engagement, fundraisers, and live events that drive over 60,000 gifts per year or $2 million in annual revenue.
- Proficient in merchant service compliance and CRM database management to ethically and effectively maintain donor records, and leverage data for future revenue generation.
- Undertook comprehensive market research project to validate our Nielsen ratings data and further segment and understand our audience, their programming and platform preferences.
- Launched strategic partnerships with local music festivals, ad agencies and promoters to cover local music and major Monterey County music festivals. Expanding our reach into younger demos, and providing exciting new content and coverage for our listeners, via artist interviews and exclusive event access.
- Developed and launched a new digital advertising and media management system to optimize and dynamically price our digital web ad inventory.
- Developed comprehensive marketing plans for KAZU including social media, digital, web, fundraising, direct mail, email communication, newsletters, and live events.
- Collaborated closely with sales teams to develop effective marketing collateral that supported lead generation goals.
- Utilized advanced analytics tools to monitor campaign performance, making data-informed adjustments as needed to improve results continuously.
Merchandise Planner
West Marine Inc
11.2018 - 05.2020
- Partnered with Category Manager to create financial and product assortment plans for safety, watersports and paddle sports product lines.
- Generated on-going forecasts and analysis of financial and inventory position, and adjusted tactics as necessary to keep team on plan.
- Provided leadership and direction for team's replenishment analyst, and ensured execution of assortment strategies across all 3 business channels: Store, Direct Online, and Pro.
- Conducted line reviews with vendors, designed new product roll-outs, and worked with vendor partners to source product from overseas manufacturers.
Research Analyst
S&P Global Market Intelligence
09.2013 - 11.2018
- Managed Western European telecommunications economic research , including industry news, estimates and projections across dozens of financial and operational metrics.
- Produced annual reports on 15 European telco markets featuring proprietary financial models and estimates on deployment of 5G radio equipment.
- Attended conferences in Europe to collect primary research and speak with industry leaders to gauge channel activity/trends.
- Delivered research presentations to internal clients in webinars, and presented findings to industry peers at global conferences .
- Managed survey bid process among numerous vendors, and oversaw successful fielding of surveys from start to finish, and ensured that quotas were executed properly and data integrity maintained.
- Organized, analyze and interpret results of consumer surveys. Well versed in Stata and WinCross statistical software for stratifying results and generating banner points.
- Published summary reports detailing results for clients, and present findings at industry conferences.
Economic Journalism Fellowship
Institute for Humane Studies
05.2012 - 01.2012
- Worked with NPR radio station KAZU under support of economic journalism fellowship from IHS, to develop stories on local economic issues.
- Conducted in-field interviews and captured live audio for radio broadcast.
- Wrote, produced, and recorded 3 regionally focused economic stories which aired on KAZU.
- Recorded news casts and community underwriting announcements on-air.
Underwriting Intern
KAZU Public Radio
02.2009 - 07.2011
- Wrote up 20 underwriting announcements per day for new and ongoing client underwriting campaigns.
- Developed relationships with underwriting partners to ensure fresh announcement copy and effective programming placement.
- Routinely produced and voiced underwriting announcements along with station-related tags and spots.
- Accompanied Underwriting Director to client meetings to negotiate coverage, price and service delivery.
- Assisted in developing leads and generating sales packages for potential clients.
Education
Master of Arts - Economics
San Jose State University
San Jose, CA2013
Bachelor of Science - Business Administration
California State University, Monterey Bay
Seaside, CA2010
Skills
- Data analysis and forecasting
- Copy-writing & editing
- Marketing campaign development
- Sales lead development and negotiation
- Microsoft Excel and database management
- STATA, SQL and WinCross
- Project management
- Public speaking and presentation
- Communication and relationship development
Timeline
Director of Marketing & Membership
90.3 KAZU
10.2021 - Current
Merchandise Planner
West Marine Inc
11.2018 - 05.2020
Research Analyst
S&P Global Market Intelligence
09.2013 - 11.2018
Economic Journalism Fellowship
Institute for Humane Studies
05.2012 - 01.2012
Underwriting Intern
KAZU Public Radio
02.2009 - 07.2011
Master of Arts - Economics
San Jose State University
Bachelor of Science - Business Administration
California State University, Monterey Bay
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