Cynthia Railsback is a Solution-Focused and Profit-Driven Sales Executive....
CYNTHIA J. RAILSBACK Aurora, CO ● 303-696-9175 (H); 720-427-3223 (C)
● Email:
[email protected]
SOLUTION-FOCUSED AND PROFIT-DRIVEN SALES EXECUTIVE Respected transformational leader with the vision, experience and acumen to formulate cost-effective strategies to increase revenue and maximize resources. Significant experience in leading cross-platform local, regional and national sales programs for major media companies including CBS Television, Dex Media and Clear Channel Communications. Hands-on experience in diverse leadership positions, earning progressive responsibility for all aspects of business development, operational, and financial management. Sound knowledge of current digital technologies. Specialist in business startup and restructuring programs and management of complex sales and marketing transactions in highly competitive markets. Skilled at recognizing individual strengths and positioning resources for top productivity. More than 20 years of industry experience with Bachelor of Science degree in Journalism.
DISTINCTIVE STRENGTHS: Sales Staff Development, Strategy and Forecasting, Client Relations, Managing Multi-million-dollar Budgets, Business Restructuring, International Business Relationships, Competitive Analysis, New Product Development/Launch, Conflict Resolution, Digital Advertising, Media Technology, Structuring of Revenue-Generating Partnerships, Executive Communications, Team Leadership/Mentoring, Strategic Analysis and Planning.
KEY CONTRIBUTIONS AND PERFORMANCE MILESTONES
Launched digital sales division for CBS Television in Denver, facilitating revenue growth of 524% in seven years through focused, innovative marketing and sales management initiatives. Successfully directed sales program for Dex Media’s National Sales and Marketing department, meeting annual departmental revenue goal of $252 million. Increased profits at Dex Media as Senior Digital Sales Manager, achieving 160% of sales plan while servicing 125 national and international clients; secured 32 new Internet clients and increased renewal rate 28%; strategically and successfully managed $2.5 million annual individual budget. As Director of Publications for Clear Channel Communications, served as Publisher of Broncos NFL Insider magazine, personally generating $200,000 in new, non-time revenue during final year while cutting production costs by 38%. Promoted to Product Manager and lead designer of sales module of Paradigm broadcast automation sales software for Encoda Systems after 6 months with minimal training.
PROFESSIONAL EXPERIENCE CBS TELEVISION, Denver, Colorado DIGITAL SALES MANAGER
2006 – 2013
Directed digital sales program for CBS Television in Denver, including program sales for CBSDenver.com, CBS Deal of the Day program, YourDay mobile app, Reputation Management, Local Page search program and social programs; digital marketing; product development; sales operations; finance and digital strategy for the Denver DMA. Met or exceeded annual revenue targets 5 of 7 year despite major staff reduction and reorganization. Contributed to profitability by consistently meeting and exceeding corporate revenue goals, containing costs, and improving efficiencies. Directly supervised the digital sales activities of 9 television account executives, including setting budgets, sales training and development and presentation of major client proposals. Study industry trends and developments through seminars, newsletters, blogs and networking. Active member of Interactive Marketing Association of Colorado.
DEX MEDIA, INC., Englewood, Colorado 2003 – 2006 DIRECTOR OF NATIONAL SALES AND MARKETING 2005-2006 Directed national sales activities for Dex Media, Inc., a Fortune 1000 company and largest publicly traded incumbent telephone directory company in U.S., with total annual revenues of $1.6 billion.
CYNTHIA J. RAILSBACK
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PROFESSIONAL EXPERIENCE (Continued) Led team of National Sales Managers and Marketing Managers to achieving individual and team sales targets for print and Internet; developed team and individual annual and quarterly sales plans. Developed pricing and product strategy for 285 yellow pages directories; identified advertising growth opportunities; monitored competitive activity. Managed transition through corporate buyout to R.H. Donnelley and subsequent company reorganization.
DEX MEDIA, INC. (Continued)
SENIOR DIGITAL SALES MANAGER; BUSINESS DEVELOPMENT MANAGER
2003-2005
Managed direct sales of DexOnline.com advertising to national clients and interactive agencies. Identified and generated new revenue streams for Dex national sales channel. Coordinated cross-functional sales activities with marketing, operations, finance, and IT. Produced and presented proposals to new major clients, general agencies, and Certified Marketing Representatives. Served as Project Manager for development of Dex executive team presentations for post-IPO revenue initiative.
ENCODA SYSTEMS (purchased by Harris Broadcast Systems in 2005), Denver, Colorado BUSINESS SYSTEMS ANALYST, PRODUCT MANAGER
2000 – 2002
Managed product branding, development, and enhancements to sales module of Paradigm enterprise software system. Consulted with broadcasting clients worldwide to establish Paradigm product roadmap. Clients included Bloomberg Television (domestic, international), Turner Broadcasting, United Pan-Europe Communications (Europe), WIZJA Television (Warsaw), TV Guide Channel, The Golf Channel, FOXTEL (Australia), STAR Broadcasting (Asia-Pacific) and Televisa (Mexico/Latin America). Represented Encoda at major client meetings; resolved client issues; developed business cases for software solutions; identified product development strategies. Trained Encoda associates on broadcast best practices to improve software compatibility. Conducted onsite and online client and internal Paradigm product training.
CLEAR CHANNEL COMMUNICATIONS, Denver, Colorado DIRECTOR OF PUBLICATIONS
1996 – 2000
Created and expanded new Publications Department for Clear Channel Denver, launching 15 new publications including weekly “Broncos Today” features in Denver Rocky Mountain News and weekly feature in Denver Business Journal. Assisted Denver Broncos Football Club in implementing sales and marketing plans including publications, promotions, stadium sales, cause marketing, and product branding. Directed total redesign of Broncos NFL Insider magazine; negotiated design and printing contracts, enhancing product and reducing manufacturing costs by 20% in first year. Collaborated with 80+ Account Executives and Sales Managers representing eight Denver metro radio stations to identify new revenue opportunities in print, broadcast, and Internet venues. Successfully negotiated marketing agreements with Denver Post, Denver Rocky Mountain News, and Denver Business Journal.
EDUCATION UNIVERSITY OF KANSAS, Lawrence, Kansas KANSAS STATE UNIVERSITY, Manhattan, Kansas Bachelor of Science in Journalism and Mass Communication ~ Graduated Cum Laude
