Comscore
Kendra Happ
DIRECTOR OF TV STRATEGY & PERFORMANCE
Stuart,FL
Work Preference
Work Type
Full TimeLocation Preference
RemoteImportant To Me
Career advancementCompany CulturePersonal development programsSummary
Mission−driven media executive with 15+ years of experience leading TV, digital, and cross−platform advertising strategies across major U.S. markets. Proven success in optimizing multimillion−dollar budgets, elevating campaign performance, and developing high−impact content that drives audience engagement and revenue growth. Skilled in vendor negotiation, analytics−driven decision−making, and leading teams to exceed organizational goals. Passionate about using media to amplify purpose−driven storytelling and support life−changing missions.
Overview
21
21
years of professional experience
Work History
Owner / CEO
Progressive Media Inc.
01.2015 - 11.2025
- Lead strategic media planning and buying across 12 U.S. markets, managing $9.5M in annual budgets for mission-driven organizations, nonprofits, and commercial clients.
- Develop and execute cross-platform TV strategies that consistently meet or exceed KPIs, including audience reach, engagement, and conversion.
- Negotiate cost-efficient placements across TV, CTV/OTT, radio, OOH, print, and digital to maximize ROI.
- Oversee creative development, including scriptwriting for :60, :30, :15 spots and long-form content that strengthens brand storytelling.
- Analyze performance data to optimize campaigns, improve efficiency, and guide future strategy.
- Mentor creative and account teams, fostering a collaborative culture focused on results and innovation.
Local Sales Manager
KDVR TV (Tribune Broadcasting)
01.2012 - 01.2015
- Directed a team of 12 Account Executives across transactional, interactive, and new business sales.
- Delivered the highest-grossing Local Super Bowl revenue across all Tribune markets.
- Surpassed station budgets in consecutive years through strategic share growth and performance-driven planning.
- Strengthened team capabilities through coaching, performance management, and data-driven sales strategy.
Local Sales Manager
KWGN TV (Tribune Broadcasting)
01.2010 - 01.2012
- Exceeded revenue budgets in 2011 and 2012.
- Increased market share to historic highs through strategic positioning and competitive analysis.
Senior Account Executive
KWGN TV (Tribune Broadcasting)
01.2009 - 01.2010
- Managed major agency accounts including GroupM and Zenith, doubling share year over year.
- Closed $143K in new direct business within first 90 days.
- Promoted to Local Sales Manager due to performance and leadership impact.
Account Executive
KUSA TV (NBC Affiliate)
01.2008 - 01.2009
- Exceeded digital revenue goals by 159% through innovative online advertising strategies.
- Achieved 101% of new business goal in 2008.
- Developed integrated marketing plans to expand client share and improve campaign performance.
Account Executive
WPTV (NBC Affiliate)
01.2006 - 01.2008
- Surpassed new business budget by 234% in 2007.
- Served as project manager on station initiatives, improving workflow and campaign execution.
- Grew existing accounts while increasing market share annually.
Account Executive
WKMG TV (CBS Affiliate)
01.2005 - 01.2006
- Exceeded 2006 budget by 115% while maintaining strong client relationships.
- Created special project promotions that generated measurable client growth.
Education
Bachelor of Science - Communication
05.2001 -
Skills
TV Strategy & Performance Optimization
Software
Nielsen
Microsoft Office
Kantar
Media Monitors
Wide Orbit
Timeline
Owner / CEO - Progressive Media Inc.
01.2015 - 11.2025
Local Sales Manager - KDVR TV (Tribune Broadcasting)
01.2012 - 01.2015
Local Sales Manager - KWGN TV (Tribune Broadcasting)
01.2010 - 01.2012
Senior Account Executive - KWGN TV (Tribune Broadcasting)
01.2009 - 01.2010
Account Executive - KUSA TV (NBC Affiliate)
01.2008 - 01.2009
Account Executive - WPTV (NBC Affiliate)
01.2006 - 01.2008
Account Executive - WKMG TV (CBS Affiliate)
01.2005 - 01.2006
University of Miami - Bachelor of Science, Communication
05.2001 -