|
Search TV Network Chief Marketing Officer (CMO)
Based New York, NY - USA
Search Firm Filcro Media Staffing, New York, NY - USA
OIC Tony Filson, New York, NY - USA
Practice Group Marketing
Reporting to Board CFO & CEO, NY and FL - USA
Client
A multiplex multiplatform multicast music TV network seeking departure from legacy media distribution, merchandising and consumer music entertainment.
Looking to the future and the modalities of which music is produced, distributed, licensed and monetized across (8) eight media platforms the firm retained Filcro Media Staffing to recruit a CMO capable of leading in TV and digital businesses, as well as technical and creative areas relevant to marketing.
Client Situation
The CEO and CFO had inherited a CMO from a Music TV Network they acquired for their U.S. broadcast MSO and OTA distribution assets. The incumbent CMO was a talented executive but his experience limited to OTA local, regional and national U.S. markets.
With an emphasis now on global distribution and global marketing partnerships, it was necessary to recruit a CMO who could concentrate initially on The Americas and then build-out marketing resources in the U.K, Australia, EU and Asia respectively for additional OTT, OEM and Mobile platforms.
With key recording artists, music labels and publishers as catalysts for distribution across eight media platforms, it was essential that this new CMO have equal capacity and efficacy with the music and broadcasting entities key to the firm’s success
Industry and Sector Inclusion for This Search
- OTA, MSO, Cable and Satellite TV Broadcasting
- Music Labels, Publishers, Distributors
- Music Artists and Their Management
- OEM - Original Electronic Manufactures
- Music Merchandising
- Mobile Carriers and Digital Content Providers
- Broadband and Telecommunications Companies
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search, Tony Filson, met with the CEO in New York to discuss the immediate and longterm goals of the company as they related to marketing. Strategic and tactical marketing initiatives with internal and external partnerships were examined as “drivers / catalysts” for each business, technical and creative unit of the company.
Affiliate, public relations, technology, consumer and a host of B2B, B2C and C2C issues were discussed for domestic and international business that offered clear means to be utilized during the recruitment process.
Recruiting for this Chief Marketing Officer was to commence immediately and the CEO was extremely verbose in the type of relationship he was seeking with this CMO and the level of autonomy that would be required.
With a firm understanding of the makeup of the board, the CEO and CFO as well as the respective heads of sales, affiliate distribution and music relations, it was easy to determine the right cultural fit.
The search commenced the same week with New York and California as the logical geographics and ultimately, those targeted environments brought the search to fruition. Chicago, Redmond, Atlanta and Miami also populated the initial search universe.
Challenges Facing the new Chief Marketing Officer (CMO)
|
|
- Addressing Immediate Affiliate Distribution Initiatives Across (7) Seven Media Platforms - OTA, Cable, Satellite, OEM, OTT, Mobile, DOOH
- Technology Requirements for Marketing - Internal & External
- Music Partner Programs for Artists, Publishers & Consumers
- Genre Specific Programs Targeted at Consumers
- OEM and Mobile Media Creative Templates - Device Specific Across all Business Partner Businesses ie. Automotive, Entertainment, Electronics, CPG etc.
- Development of Library and Licensed Music Programs for Advertising Sales
- Music Merchandising Programs to Consumers
- Budgets for Technology, Creative and Business Marketing Programs
- Hiring of Personnel at a Cadence to Support New Programs
- Board Responsibilities With CEO, CFO, CIO and CRO
- Formalize Reporting
- Finalizing Media Analytics and Metrics for Qualitative and Quantitative Market Research for Digital & TV Platforms With Primary and Secondary Data
|
|
|
Filcro Media Staffing’s Recruitment Strategy
The new CMO would be working with honed contemporaries from a compilation of the World's largest media and entertainment companies. Many of these executives were recruited by Filcro Media Staffing. From their respective industries in broadcasting, music, technology and merchandising their global business, technical and creative experience would require a CMO who could be a dynamic catalyst in the success of the company.
This CMO would also drive revenue independently by conceiving, planning and executing marketing initiatives with motion picture studios and music labels to multinational CPG companies. This executive would require strong multiplatform media experience to assure that the business affairs aspects of partnerships were realistic. Based on the diverse and complex agreements surrounding distribution and their associated technology across (8) media platforms this would require exceptional reasoning to bring them to fruition.
Taking into consideration the B2B, B2C and C2C programs this CMO could not be steeped in a heavily layered environment where he or she was compartmented and unable to perform tactically and strategically. The OIC’s profile of targeted ideals consisted of those with large multinational, entrepreneur and start-up compilations of of business experience.
Total universe (26) candidates. Second round (11) candidates. Initiating the third round of interviews for the search in New York and Los Angels there were (7) seven marketing executives who met all the criterion set by the OIC at the onset of universe compilation. Between Miami, Atlanta and Redmond there were an additional (4) four candidates of interests.
After three rounds of interviews it became apparent that (3) three of the (11) eleven candidates were ideals.
Tony FIlson as the OIC again met with the CEO and CFO to discuss the final (3) candidates before a final fourth round of interviews. Each candidate was examined in detail with regard to every immediate and longterm goal of the company. The general consensus was unanimous and it wan now time for each executive to justify their findings one final time before a formal offer could be made.
Ultimately the CMO hired had to make a decision; he had another offer in hand. Currently residing in New York City he was offered another position in the Southeast with a motion picture studio.
After careful thought and to everyone's joy the CMO accepted the CEO’s offer. The new Chief Marketing Officer had everything required to make this opportunity the most significant in his career.
The board of directors had assured everyone that with such substantial growth projected that a CMO who had managed a much larger organization and budgets would be required.
The Successful CMO Recruited
 The new CMO recruited was a true media brand builder and strategic leader.
As the CMO of a substantial entertainment company operating in music, television, studio production, licensing, talent management, themed attractions and touring, he had the media diversity and broad media acumen to lead across the firm’s (8) eight media platforms.
With extensive experience building media companies and brands he worked with public and private equity in many successful endeavors that were global household names in the media industry.
From the most successful “Music TV” franchise on television in history to the World’s most prolific recording artists this exceptional CMO was the driving force behind some of the most profitable media brand in history.
As a merchandiser he was a skilled leader with one the World's largest music companies. His proven experience monetizing music and music entertainment in a competitive global marketplace was formidable.
Prior to working in the entertainment industry this CMO worked for one the world's largest CPG/food companies, KRAFT and was responsible for marketing brands that became household names on every self in every store in the world.
After graduate school this CMO was driving marketing initiatives with one of the largest multinational U.S financial institutions CITI Bank.
Looking at this CMO’s career from the time he received his MBA to today, there is no doubt that he will continue his record of success in building media companies, media brands and media executives in a proper manner.
|
