TAG CRISWELL
Summerland,FL
Summary
Results-oriented Digital Sales Director credited with 10+ years' consistently growing bottom-line profits. Savvy negotiator and leader adept at building exceptional teams, improving customer experience through value-added strategies and executing highly-profitable sales plans for retail brands.
Overview
13
13
years of professional experience
Work History
Sales Director, Retail Media
Citrus Ad
03.2022 - Current
- Collaborate with brands, to formulate successful eCommerce strategies to exceed goals, and growing the relationship.
- Mines for new revenue streams with existing brand partners, as well as prospecting for net new business.
- Strategically identify revenue opportunities with brands with a thorough understanding of what the brand's needs, risks, goals, and objectives are.
- Plans, and executes onsite RMN campaigns leveraging onsite display and Sponsored Product Ads.
- Leads high-performing cross functional internal teams, to and plays an active role in the planning, implementation, performance, optimizations, and delivery of sold media campaigns, team through effective communication, and ability to work as a team-player.
- Has exceeded sales targets in 2022, and in 2023 during my time in this role.
Regional Director of Digital Sales
Beasley Media Group, Digital Direct
02.2020 - 02.2022
- Manages the pre, and post-sales process for media partnerships, working alongside a CSM, bringing in net new business, and growing both brand and agency partnerships
- Works closely with Ad Ops and CSM's to optimize campaigns towards exceeding campaing KPI's, delivering in-full and identifying incremental opportunities
- Analyzing each account to uncover different channels of funding from the brand, shopper team, ecommerce team, and agency teams
- Develops Media Strategies to drive both online and in-store sales
- Collaborates with internal teams to create a seamless experience for both the retailers and the brands
- Started new digital agency division within Beasley, who had to that point been a broadcast radio company for 60 years
- Owned and exceeded the overall team revenue goal
- Recruited, interviewed, hired, and trained all sellers within the division
- Developed go to market strategies for sales team, sales collateral, and training materials
- Coached, mentored, motivated, and continuously developed a sales team consisting of 17 Account Executives and 3 Digital Sales Managers
- Interviewed, hired, trained, and mentored Sales Team
- Often assisted on key account sales calls with Account Executives and Sales Managers
- Lead 20 direct reports that consisted of 17 Digital Account Executives and 3 Sales Managers (Remotely for 15 of that 20)
- Worked with VP of Sales and Chief Digital Officer on sales enablement, new capabilities, incentives, sales processes, market strategy, client experience, campaign execution efficiencies and operating procedures.
Director of Sales • Sales Lead
Triad Retail Media
02.2018 - 02.2020
- Worked with CVS Category Managers and their respective brands (and agencies) to drive sales and ad monetization revenue with an omnichannel digital programs
- Collaborated with Brands and Category Managers on digital experiences to drive both in-store and online sales
- Successfully drove incremental revenue by identifying strategic opportunities and bringing new ways for brands to drive sales velocity by amplifying their incentives with our media mix
- Often leveraging digital media to amplify circular offers and digital coupons
- Secured incremental new business with Major Brands: Reckitt Benckiser, Core Power, American Licorice and Roche.
Senior Account Executive -Team Lead
iHeart Media
08.2015 - 02.2018
- Exceeded 200% of 2017 Sales Quota
- Built a $4M book of business as an individual contributor with major brands such DosEquis, GoPuff, McDonalds, Take 5 Oil and Sprint
- Utilized all iHeart Media platforms, including broadcast radio, digital, display, signature events, and streaming audio.
Sr. National Account Manager-Team Lead
Total Sports Publications
05.2011 - 08.2015
- Seller of the Year for 2011, 2013, and 2014
- Selling advertising in NFL, MLB, NBA, and NHL official game programs
- Top overall revenue producing AE for 3 years
- Secured and managed the company's largest client, CDW Corp.
Education
Bachelor of Arts in Sports and Recreation Management -
University of Arizona Global Campus (formerly Ashford University)
Skills
- RMN, eCommerce Expertise
- Sales Strategies
- Client and Stakeholder Relations
- Staff Management
Strengths Qualifications
- Digital Retail Monetization and eCommerce Expert
- Client relationship management
- Ability to analyze data and produce winning plans.
- Exceptional communication skills
- Strong organization skills, with the ability to prioritize.
- Strong leadership skills & collaborative, team player, forward thinker and self-starter.
- Budget Management & Development
- Retail & eCommerce Experience
- Shopper, Brand & Agency
- On-Site Monetization
- National, Regional and Local SMB
- Expertise of On-Site Media Sponsored Search & Display Programmatic (DSP) Display, Native, SEM, Targeted Email, Social, OTT/CTV and Video
Timeline
Sales Director, Retail Media
Citrus Ad
03.2022 - Current
Regional Director of Digital Sales
Beasley Media Group, Digital Direct
02.2020 - 02.2022
Director of Sales • Sales Lead
Triad Retail Media
02.2018 - 02.2020
Senior Account Executive -Team Lead
iHeart Media
08.2015 - 02.2018
Sr. National Account Manager-Team Lead
Total Sports Publications
05.2011 - 08.2015
Bachelor of Arts in Sports and Recreation Management -
University of Arizona Global Campus (formerly Ashford University)
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