EVP Strategic Development & Branding - Media Technology
The Firm San Diego, CA - USA - for New York, NY
Search EVP / Senior Vice President – Domestic and International Broadcast Technologies. The CEO wanted to identify an executive who could play dual roles as an EVP of strategic development for corporate and SVP of Sales Technologies/Branding as the national and international sales organizations were built-out globally. This dual role would allow for greater latitude for US, LATAM and EU “scale” initiatives. Upon completion, the executive would remain as EVP and hire a successor for the specialized SVP role once branding was established.
Search FirmFilcro Media Staffing Officer in Charge with Tony Filson (OIC) Search GroupsTechnology | Sales | Marketing Reporting to the Executive Search Committee (ESC) in New York, NY and the President and CEO in San Diego, CA - USA
The Client
A world leader in the development and implementation of technical work-flow and technology solutions for the media industries focusing on the copyright management, royalty distribution, E-Commerce, information, marketing and product distribution needs emerging from the confluence of the entertainment and media industries.
The firm holds a significant patent portfolio of proven watermarking technologies and applications which have emerged as core media technology components for broadcast copyright protection architectures for digital media formats, CMS content management systems and broadcast distribution systems. Selected as a worldwide industry standard in copy protected audio, data and video the developed architecture and specifications for playing, storing and distributing content globally.
The company offers media technology verification solutions spanning all media platforms to include: broadcast OTA, MSO, OTT, OEM, Satellite, Mobile, Music, Motion Picture and a broad spectrum of physical format products for consumer media disposables. Motion Picture Studios, TV Networks, Radio Broadcasters, Record Labels, Digital Discriminators, Advertising Agencies, Electronic Manufactures and Mobile Media Producers all benefit from the firms technology seamlessly integrated into their current IT, production, work-flow and affiliate distribution chain.
Client Situation
An executive search committee was formed with representation from each primary constituency to identify an executive search firm to conduct the national search to identify and recruit a new EVP / Senior Vice President in a unique role for branding and sales of media industry technology. The CEO based in San Diego, CA met with Filcro Media Staffing in New York prior to retaining the firm and asked that Tony Filson conduct the search as Officer in Charge (OIC) and meet with the executive search committee.
Executive Search Committee Industry and Sector inclusion:
Television Broadcasting
Radio Broadcasting
Advertising
Music Production & Distribution
Network & Syndicated Programming
The Marsh & McLennan Company
JP Morgan Investment Banking
Major Consumer Electronics Manufacturers
The executive search committee and the investment banks with the CEO acting as point of contact, met with Tony Filson and retained Filcro Media Staffing. Tony Filson functioned as Officer in Charge to recruit the new EVP / SVP of Global Branding & Sales
Filcro Media Staffing Is Retained
Tony Filson met with the CEO and commenced the search by first reestablishing a consensus of the search committee to clarify the firm’s objectives. Based on Filcro Media Staffing’s experience with similar searches, the meeting was quick and productive. There were varied opinions with regard to tactical and strategic weighting and autonomy so it was important that these issues were addressed prior to commencement. It was the opinion of Filcro Media Staffing from the onset that a talented pool of appropriate executives could be drawn from two environments and that a corporate relocation could be avoided.
Filcro Media Staffing was provided with organizational charts and overviews of operations and personnel in New York City, San Diego, Los Angeles, and Chicago. The O&D Charting provided by human resources provided insight into what changes would be required to support the initiatives. This new executive would have to be a skilled change-agent with acumen and experience more aligned to the modality of a Fortune 50 for the sales efficacy the board was seeking.
The executive search committee gave autonomy to the CEO and Filcro Media Staffing during the initial phase of universe establishment and tiering. It was not until the final (4) four candidates were identified that the ESC as a whole, participated in the interviewing process. The established hierarchy of desired skill sets and industry experience only changed once during the search. The fact that Filcro Media Staffing’s OIC reported to a single CEO and not the entire ESC enabled the final group of 1st tier candidates to be established and identified very quickly. All four of the candidates provided were considered qualified to assume the role.
Filcro Media Staffing was fortunate to have such an active CEO participate during the search who was so articulate and enthusiastic about the opportunity. This new executive was to be identified as the CEO’s “ideal” and also part of the CEO’s succession plan.
Due to industry positioning / pending litigation / prior practices and “venture capital” financing issues the search required a very well rounded EVP/SVP who would play more of a strategic role then tactical as would be the norm in other similar sales environments with the EVP title. An executive had to be identified that could change the entire sales function from the ground up in a very brief period of time. The board needed an executive with prior experience in related media environments that initiated systemic changes in targeted client relationships through technology solutions.
Challenges facing the new EVP / Senior Vice President
Change Management
Best Practices
Sales Services & Sales Operations
Adaptation of Technology to Client Needs
Sales Training
Financial Management and Budget Controls
Internal Marketing - Sales Relationship
Board of Director Reporting in an Evolving and Changing Board
The Filcro Media Staffing Recruitment Solution
Filcro Media Staffing proceeded to Identify SVP to EVP level executives with a proven record of success in the creation of revenue and branding in the targeted media technology environments that this executive and his staff would be cultivating. Exposure to content providers, producers, media companies, advertising agencies and advertisers (GM, Coca Cola, P&G, McDonalds, Paramount), and other targeted customer groups that could utilize this media technology would be essential.
An executive capable of focusing on “broadcast data products” while also servicing clients, managing sales and selling the technology to key advertising, broadcast networks, music and media content programming producers was essential. As profit margins were higher for specific media platforms and delivery systems the new executive would have to capitalize on these advantages to augment lower margin businesses that were emerging with great growth potential.
The growth of licensing revenue from the company's rights management software was of particular interest and we needed an executive who had prior reporting responsibilities in the past with product development interaction, supply chain and global distribution. The ability to curate and customize solutions was a strength that the CEO wanted in an executive who could benchmark the firm’s success through global markets.
With the management of the entire sales organization in New York, Los Angeles and Chicago consisting of VP’s, Directors, Managers, sales support and customer service all falling to this new executive we needed an executive who was very hands on who believed in an open door policy. Creating a new budget, sales quotas, sales objectives, sales incentive programs, development of transparent pricing and reporting on a weekly basis to the board of directors was essential. We wanted an executive who would have a brief learning curve consisting primarily of culture and the current clients of the firm vs. the proprietary technology driving the firm.
The investment banking contingent from JP Morgan and Marsh & McLennan were insisting on an executive with strong financial controls experience. Not only would this executive be establishing incentives for the sales force, they would also be involved in attraction and retention which gave them control of stock options / grant incentives. Creating revenue projections and translating that data into effective sales programs required a person who had built a sales organization from inception to sell technology to media companies like:
The firm’s department heads seemed at odds in the beginning to acquiesce control of their practices to a change agent. An executive who was a strong team builder who could gain consensus by empowering managers would be needed immediately.
From a strategic perspective this media technology executive would have to establish International joint ventures to expand globally into (3) three primary media markets. The OIC felt that prior experience in managing multiple domestic and international offices would be essential.
Successful SVP / EVP Recruited
A Senior Vice President form one of the worlds largest advertising agencies was identified, recruited and attracted by Filcro Media Staffing. He was a global brand builder with proven successes in integrated brand communications and in managing people and practices all over the world.
He built successful brands for major marketers in multinational markets for Procter & Gamble, Dell, Dannon, Glaxo SmithKline, Merck, Mattel and Novartis. Leading brand businesses both globally from New York and on the ground in Asia, Europe and Latin America he managed hiring, training and motivating people with diverse backgrounds.
His success with initiating integrated brand communications for both traditional media and media technology companies was an ideal fit for the client company based on what they demanded from the Marketing / Branding / Sales balance of experience.
The New EVP / SVP Filcro Media Staffing recruited led the integrated brand communications of P&G Pringles internationally and managed five regional teams (Europe, Latin America, Northeast Asia, Greater China and Asia Pacific). Provided consulting support to the Oracle Group (Technology) on management of its global business. Led the Orientation account (Technology) and its marketing strategies and contributed significantly to making Pringles, P&G’s most integrated brand, (sales grew +20% annually to over $2 billion, one of the top five P&G brands). He also initiated holistic strategy tools for Pringles and implemented an array of services under its wing while he developed revenue models and contributed to winning some the largest technology and consumer product clients in the industry.
He led the account and strategic planning groups, new business efforts and operations for 130+ employees at the agency and led all services for P&G, Dell, Glaxo, SmithKline, Danone, Merck, Novartis and BAT, while increasing agency revenue +30% by winning new business from Glaxo SmithKline, Merck, BAT, Block Drug, Novartis and P&G. He also managed the development of Dell’s successful technology sales entry into Japan. This move into Japan represented substantial revenue and was successful based the executive's capacity to brand for global markets.
This executive is doing exceptionally well in this unique role and has accomplished everything the board required. The fact he speaks four (4) languages fluently has contributed to his successful international market penetration and branding. His proven record of success continues today.
Would like to thank the CEO, the board, and the talented executives at Marsh & McLennan who helped bring this exciting executive search to fruition facilitating a new generation of media technology.
