The Challenge Local broadcast stations are facing a permanent shift in media consumption and need new digital revenue streams beyond linear TV. But scaling paid social across 30+ distinct NBC and Telemundo stations meant standardizing strategy, training distributed sales teams, and navigating workflows across Sales, Finance, and Ad Operations—without slowing anyone down.
Strategy & Execution
- Spearheaded the design and group-wide rollout of a unified Paid Social Sales Solution across 30+ stations.
- Built repeatable workflows and delivered specialized training programs that empowered station-level teams to independently pitch and execute campaigns.
- Directed complex, high-stakes bilingual campaigns across Meta and TikTok for enterprise clients including the U.S. Army, Hill’s, and Nissan.
Impact & Results
- Generated $15M+ in paid social revenue for local stations since 2024.
- Every activated campaign has delivered in full, landing within or above benchmark.
- Built client relationships strong enough to drive YoY renewals and growing social budgets.
- Opened a path to reach target audiences through paid social that would have been unreachable on linear alone.
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