Joanne Burns Email & Phone Number

Los Angeles, Ca, Us

Los Angeles, California, United States

DIGITAL AND LINEAR EXPERTISE: Cross-Platform Data Diagnostics and Measurement Advancement • Streaming Program Strategy and Analysis • Program Acquisition • Advertiser Sponsorships and New Account Procurement • Social Media Strategy • Brand Building • Multi-level Marketing • Web and App Development • Vendor Assessment, Recommendations and Contract Negotiations • Sales and Executive Presentations • Competitive Positioning

Los Angeles

COMPANY LEADERSHIP: Inaugurated the cable research department. Key architect of MyNetworkTV. Charter member of the Council for Research Excellence, chairing the “Media Consumption and Engagement” committee which published the “TV Untethered” and “Cross-Platform Valuation” studies. Member of Nielsen’s Policy Guidelines committee, focusing on cross-platform measurement, elimination of diaries and National Total Audience Measurement (TAM). Lobbied and convinced Nielsen to change syndication measurement to reflect the sales marketplace more accurately. Presented to DGA regarding easing of program residuals and to the DOJ outlining the media landscape. BUSINESS DEVELOPMENT: Collaborated with senior management to formulate 360 business strategies and tactical business recommendations including SWOT analyses and the creation of new business models addressing the dynamically changing ecosystem. Worked in tandem with the President of 20th TV and CFO to execute the corporate annual budget plan. Devised all sales presentations with specific focus on the unique brand equity of our product and overcoming industry challenges. Procured incremental ad sales revenue through new pod structure, product integration and sponsorships. DATA INSIGHTS: Serviced the President, CFO, Advertiser and Program Sales, Business Affairs, Program Development, Marketing, Publicity, Fox Station Group and Studio Production, providing actionable diagnostics across digital and linear platforms. Developed rating and revenue estimates, and reforecasting for program and ad sales. PROGRAMMING: Diagnostic research for individual program performance as well as general industry trends for linear and all digital platforms. Advise on program acquisition and scheduling for 20th TV and MyNetworkTV. MARKETING: Worked in concert with the marketing department in the creation of all marketing materials. Test promotional material and evaluate post-campaign effectiveness. Recommend efficient media buys.

Los Angeles

COMPANY LEADERSHIP: Engineered the start-up and ongoing operation of linear and digital research, websites, and cross-promotion departments. Twice presented before the DOJ. Once addressing the acquisition of King World and the other regarding the syndication marketplace. BUSINESS DEVELOPMENT: Created new revenue streams, extended brand awareness, increased program ratings and digital traffic by leveraging linear and digital assets through strategic advertiser alliances. ADVERTISER SPONSORSHIPS: Inaugurated the sponsorship and cross-promotion department. Orchestrated all campaigns including sponsor acquisition, creative concept, campaign valuation, execution, and campaign ROI effectiveness.DIGITAL: Launched a digital department responsible for website design, build-out, maintenance, promotion, and diagnostics. Forged strategic alliances with advertisers to extend website awareness, traffic and procure ad sales revenue. MARKETING: Developed sales strategies for competitive marketplace positioning to achieve maximum revenue potential. Oversaw the creation of all presentations supporting the sales effort including pre-sell, active sales, and post-analyses. PROGRAMMING: Devised a new method of primary research to minimize inherent biases, maximize respondent feedback and contain costs. Supplied continual secondary as well as primary research for program development, maintenance, and series enhancement.

Los Angeles And New York

COMPANY LEADERSHIP: Ran one of Nielsen’s 5 business units. Restructured the division to better serve clients. This restructure has now been implemented throughout Nielsen. Formulated a new means of selling custom research, generating $2 million in incremental revenue. Established a new approach for developing analytical software. Evolved the structure of conferences to be more responsive to client needs.MANAGEMENT: Operated the syndication business. Put in place a new organizational structure to heighten client service, accelerate product development, generate higher revenue, and elevate staff industry knowledge. SALES: Increased sales revenue 7% to $30 million during a period of heavy client consolidation. Refocused sales marketing strategies resulting in $5 million in incremental revenue. Managed $3 million expense budget, lowering expenses by 10% year over year.BUSINESS DEVELOPMENT: Developed a new form of revenue modeling and marketing strategy, yielding new clients and increased orders from existing clients.OPERATIONS: Worked with the operations division to ensure timely and accurate production of Nielsen reports. Reduced accounts receivables and accelerated billing payment. PRODUCT DEVELOPMENT: Worked with IT to design the features and functionality of new software. Introduced the use of client consultants to aid in the development and testing of software.