Michael Setlock
Lancaster,NY
Summary
Results driven sales and business development professional with a proven record of revenue growth, territory expansion, and long-term client relationship development across media measurement, entertainment, and hospitality industries. Nationally recognized top sales performer with expertise in KPI driven performance, strategic partnerships, needs-based selling, and strategic upselling that consistently deliver multimillion-dollar new business results. Experienced leader and communicator who combines strong negotiation and persuasion skills with operational and team leadership experience to drive market penetration, client retention, and sustained business growth.
Overview
30
30
years of professional experience
Work History
Regional Membership Sales Representative
NIELSEN TV RATINGS & RESEARCH
Buffalo, NY
01.2021 - Current
- Serve as the lead Western New York representative responsible for recruiting and securing households to participate in Nielsen’s local and national TV audience measurement programs, providing critical data used by networks, streaming platforms, and advertisers to guide programming and advertising decisions.
- Ranked among “Top 15 National Territory Sales Performers” for 3 consecutive years out of 500 representatives nationwide from 2023-2025
- Recipient of 2024 Circle Of Excellence Award recognizing performance within the Top 4% of company sales professionals
- Earned the brand new 2025 Diamond Club Recognition for achieving all core KPI metrics including Sign Pacing, New Business Acquisition and re-engagement of Previously Contacted Households.
- Surpassed $4Million dollar annual new business sales each year producing consistent year over year growth from 2023-2025
- Expanded household participation beyond core TV Ratings by successfully upselling Mobile and Computer measurement, increasing overall data capture and program participation rates.
- Selected to travel nationally to support underperforming TV markets to meet required participation quotas
- Designed and implemented weekly territory route planning strategies to maximize market coverage and household recruitment efficiency
- Entrusted with expanded territory responsibility covering Rochester & Syracuse markets beginning Fall 2025
- Hand selected for the Nielsen Leadership Development Grow Program contributing to strategic initiatives and company growth projects including a cross functional bonus plan stretch project that impacted stakeholder groups across the organization
Vice President Music Programming for North America
ERG MUSIC
Buffalo, NY
01.1996 - 01.2021
- Senior executive leader responsible for driving programming strategy, client value, and sustained revenue growth across North American DJ music and hospitality bar & restaurant commercial markets. Led initiatives that expanded market share, strengthened strategic partnerships, and elevated product quality while delivering consistent year-over-year revenue gains.
- Launched USA Programming Department in 1996 initially overseeing a single music format. Rapidly promoted to USA Vice President in 1998 and again in 2001 to lead all North American music programming responsibilities.
- Generated consistent year-over-year revenue growth exceeding $1M annually through strategic programming expansion and targeted upselling of multi-format subscriptions, increasing account value and strengthening long-term client partnerships
- Expanded national business relationships from 5 label accounts to more than 200 active record label partner accounts delivering client and revenue growth
- Drove SaaS subscription sales of ERG Nu Digital Traxx, delivering multi-format digital music solutions to DJ and hospitality clients while expanding recurring revenue and client adoption across multiple markets
- Led cross-functional programming teams to consistently meet 14 monthly production deadlines
- Implemented organizational efficiency measures by reviewing staffing structures and reducing operating costs to improve long-term financial performance
President
SIGNATURE ENTERTAINMENT
Buffalo, NY
01.1996 - 2020
- Premier DJ entertainment company delivering high-quality wedding, corporate, and nightlife entertainment services across the Buffalo, Rochester, and Finger Lakes regions. Built a strong regional brand known for exceptional client experience and reliable event execution while developing long-term partnerships with restaurants and nightlife venues to drive recurring business and venue revenue.
- Earned “Sound System Company of the Year” recognition for 13 years, based on Western New York based client Reviews from wedding couples on WeddingWire and The Knot platforms.
- Increased event revenue by upselling value-added services, including uplighting and photobooth experiences driving per-event profitability
- Programmed and curated high profile Mixshows for Buffalo radio stations WKSE, CKEY and WMSX strengthening regional brand visibility and earning “National Mixshow DJ of the Year” recognition by the Winter Music Conference in year 2000
Education
Bachelor of Arts - Broadcasting
State University College At Buffalo
Buffalo, NYSkills
- Revenue Growth & Market Expansion
- Relationship Builder
- Client Acquisition & Retention
- Subscription Sales
- Strong Persuasion Skills
- KPI Driven Mindset
- Proven Track Record
- Strategic Partnerships
- Needs Based Seller
- Savvy Negotiator
Timeline
Regional Membership Sales Representative
NIELSEN TV RATINGS & RESEARCH
01.2021 - Current
Vice President Music Programming for North America
ERG MUSIC
01.1996 - 01.2021
President
SIGNATURE ENTERTAINMENT
01.1996 - 2020
Bachelor of Arts - Broadcasting
State University College At Buffalo
SOCIAL OUTREACH & COMMUNITY INVOLVEMENT
- Participate annually in community impact initiatives supporting the Buffalo region, including volunteer service with Habitat For Humanity and Feed More WNY Food Bank
- Lead and organize an annual Holiday Toy Drive benefiting Gateway Longview Foundation, supporting foster children and families during the holiday season