Summary
Overview
Work History
Education
Skills
Timeline
Generic

Sharon Walz-Zelley

Stockton,NJ

Summary

Media research executive with over 25 years experience in quantitative and qualitative research for competitive TV markets, often serving as a consultant to Sales and Marketing. Results-focused strategist who employs independent thinking and cutting edge technology to understand audiences and change viewing habits in a way that drives ratings growth. Particular expertise in research design, ratings optimization, budgets & ROI and strategic analysis.

Overview

24
24
years of professional experience

Work History

Research Director

CBS Television Stations: KYW-TV
Philadelphia, PA
12.2002 - 12.2023
  • Spearheaded the education of the staff and clients with the integration of new media technology. This includes the market transition from household overnights to LPM's to PPM's.
  • Developed strategies to close business using which ever resources worked best: Nielsen (NLTV), Comscore, Scarborough or Marshall Marketing.
  • Integrated digital analysis to expand sales base and fine tune news content targets.
  • Developed strategic plans to optimize ratings growth and increase viewer exposure to CBS News on both the broadcast and digital platforms.
  • Presented research findings to the staff and created avenues for them to access, interpret and use data from various sources.

VP or Marketing and Research

Eagle Television Sales
New York, NY
11.1999 - 12.2002
  • Directed efforts of the research team representing 37 stations. Worked extensively with the company's sales teams as well as station representative.
  • Acted as liaison for the company with vendors in determining resources for clients.

Education

Bachelor of Arts - Psychology

St. Francis University
Loretto
05.1980

Skills

  • Finding Answers for News, Sales, Promotion, Programming
  • Presentations and Marketing Tools
  • Sales Development
  • Software (NLTV, Comscore, Scarborough, Marshall)

Timeline

Research Director

CBS Television Stations: KYW-TV
12.2002 - 12.2023

VP or Marketing and Research

Eagle Television Sales
11.1999 - 12.2002

Bachelor of Arts - Psychology

St. Francis University
Sharon Walz-Zelley