MICHAEL LARSON
PENSACOLA,FL
Summary
Dynamic marketing leader with proven success at Sinclair Broadcast Group, enhancing brand visibility and surpassing sales goals through innovative digital marketing, linear sales, and SEO strategies. Skilled in client consulting and team leadership, consistently achieving profit goals and maintaining high client satisfaction. Expert in leveraging analytics for campaign development, demonstrating a results-driven approach with a blend of interpersonal skills and analytical prowess.
Overview
33
33
years of professional experience
Work History
Marketing Consultant
Sinclair Broadcast Group
07.2016 - Current
- Collaborated with sales team to increase brand awareness and enhance business development by building and maintaining relationships with top key accounts.
- Developed technical and non-technical marketing presentations, public relations campaigns, articles, and newsletters.
- Directed marketing plans for clients, proactively servicing needs, maintaining satisfaction and consistently achieving profit goals with Linear and Digital products.
- Wrote engaging and successful marketing, advertising, and website copy.
- End of 2nd Qtr. 130% of Digital budget., 81% of Linear budget.
- Managed campaigns for various clients that consistently exceeded sales goals.
- Consulted with clients on business issues and developed innovative proposals.
- Generated reports to support development and implementation of marketing plans.
GO Digital Regional Sales Manager
Gannett Digital
07.2014 - 07.2016
- Maintained routine communication with clients to assess overall satisfaction, resolve complaints, and promote new offerings.
- Researched potential clients and markets to prepare for appointments.
- Leveraged proven sales methods to increase revenue and surpass sales objectives.
- Contacted customers and prospects to generate new business to achieve company growth goals.
- Serviced existing accounts on regular basis to maximize revenue.
- Worked with 9 sales team across the east coast to collaboratively reach targets, consistently meeting or exceeding personal quotas.
- Monitored weekly sales to write reports for senior leadership and streamline operational processes.
- Met and presented to group of advertisers once a week across the southeast
WKRG Local Sales Manager
Media General
02.1995 - 07.2014
- Maintained relationships with customers and found new ones by identifying needs and offering appropriate services.
- Opened the WKRG Florida news and Bureau in Foley and Pensacola Florida
- Maintained an ethical and positive working environment to reduce turnover and promote high retention rates.
- Handled customer relations issues, enabling quick resolution, and client satisfaction.
- Evaluated performance against goals and implemented appropriate development plans.
- Utilized metrics to modify low-performing sales and marketing programs and plans to increase effectiveness.
- Recruited, interviewed, and hired employees and implemented a mentoring program to promote positive feedback and engagement.
- Implemented systems and procedures to increase sales.
- Collaborated with upper management to implement continuous improvements and exceed team goals.
- Boosted marketing, reviewed pricing strategies, and expanded distribution channels to increase sales revenue.
- Directed two sales staff in administrative tasks to help sales reps close deals.
Local Sales Manager
Spartan Communications
02.1992 - 02.1995
- Conducted market research to identify customer needs and preferences.
- Handled customer relations issues, enabling quick resolution, and client satisfaction.
- Maintained relationships with customers and found new ones by identifying needs and offering appropriate services.
- Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.
- Promoted to WKRG in Mobile, Moved to Mobile Alabama
Skills
- SEO Strategies
- Campaign Development
- Sales Reporting
- Client consulting
- Social Media Management
- Google Analytics
- Media Kit Creation
- Sales Forecasting
- Sales Force
- Business Needs Analysis
- Digital Marketing
- Direct Mail Campaigns
- Interpersonal Skills
- Time Management
- Microsoft Office
- Advertising Campaign Assessment
- Team Leadership
- Email Marketing
- Integrated Marketing
- Client Retention
- Customer Presentations
- Corporate Communications
- Inventory Control
- Analyzing data
Hobbies
Two wheels are my Passion: bike racing and motorcycle riding. Both are challenging sports. I believe every ride is a race and a learning experience. Ride with better people than you. Have friends that will challenge you. Hire the personality that wants to win, and train them to do the job.
Timeline
Marketing Consultant
Sinclair Broadcast Group
07.2016 - Current
GO Digital Regional Sales Manager
Gannett Digital
07.2014 - 07.2016
WKRG Local Sales Manager
Media General
02.1995 - 07.2014
Local Sales Manager
Spartan Communications
02.1992 - 02.1995