Latoya Serrano Email & Phone Number

New York, Ny, Us

New York, New York, United States

The Director of Local Campaign Operations will interface with stakeholders across multiple functions, internally and externally. The Director will impact operational efficiencies and performance across the Local TV landscape by identifying gaps and opportunities for improvement along with the implementation of quality assurance guidelines. The Director is a dynamic person that will bring innovative thinking, strong analytical skills, and a passion for excellence to help scale and grow our business.• Act as primary lead amongst all stakeholders in the management of Local linear operations across regions.• Manage Sales Ops Managers (4) and support their efforts in transacting local linear business successfully in a post-sales environment as well as accountability, training and recruitment.• Maintain best practices for campaign stewardship throughout the life of the campaign.• Activating operational best practices for the local linear business with Sales, and our external partners.• Collaborate with cross-initiative workstreams to ensure teams and efforts are aligned with campaign deliverables.• Partner with various stakeholders across teams and initiatives and provide regular updates to key stakeholders while ensuring accountability is enforced.• Inform key stakeholders of any workflow or process updates.• Implementing change based on workload metrics and standard operating procedures.

New York, New York, United States

Successfully directed the Account Management team in stewarding over $600M in annual Direct marketing advertising revenue across multiple segments including Linear, Digital, Audio and Addressable for renowned networks such as CNN, HLN, TBS, TNT, truTV, Cartoon, AdultSwim, Boomerang, Live Sports, CNNgo, and CNN podcasts.• Led a team of 14 Account Coordinators (Linear and Digital) to ensure seamless daily campaign delivery, financial success, and operational excellence.• Initiated a pioneering project with the Ad Tech team, resulting in a 30% reduction in manual workload for Coordinators and Sales Planners. This effort drove a 15% increase in revenue, significantly boosting company profits.• Partnered with Sales, AdOps, and internal stakeholders to enhance customer retention and satisfaction. Fostered a high-performance culture among direct reports through clear expectations, feedback, and continuous improvement.• Launched the CNN OTT business, overseeing all advertising for CNNgo campaigns post-sale, generating incremental revenue and expanding market presence. Developed a comprehensive CNN OTT training manual, streamlining onboarding for new hires and bolstering DR support for new business.• Implemented strategic priorities while surpassing KPI goals, ensuring manageable workloads for direct reports. Conducted quarterly revenue analysis to assess individual and team performance, proactively driving overall performance standards and goal achievement.

New York, New York, United States

Led the Audio Business, managing all podcasting campaigns and oversaw the migration of CNN Audio system from AdKnit to Triton 2.0. This transition boosted efficiency and revenue by $1M. Partnered with Sales to review and improve operational processes, set up standardized Audio guidelines for account management. Collaborated with SMEs, Account Managers and Vendors to identify and implement process enhancements, greatly improving efficiency and sales enablement material quality. • Successfully recruited, onboarded, and trained Account Manager, enhancing team efficiency in executing insertion orders, monitoring delivery, optimizing processes, and closing month-end billing.• Standardized deadlines for CNN audio spot production, streamlined workflow for a more efficient process.• Led collaborative efforts with Clients, Sales, and internal producers to develop high-quality pre, mid, and post-roll ads. Facilitated spot approvals, ensuring seamless customer experience and satisfaction.• Documented and preserved institutional ‘Podcasting 101’ knowledge in SharePoint to aid with turnover.

New York, New York, United States

Managed a team of 2 Supervisors and 8 Coordinators to ensure that daily operations are completed, team goals and initiatives are met, and best practices streamlined. Serve as subject matter expert in post-sale, escalation lead for issues within the ad serving applications for the team. • Oversaw seamless system migration of CNNE|CNNIUS networks onto different ad servers (twice,) ensuring uninterrupted operations and 100% uptime.• Managed yearly expense budget for Supervisors, ensuring that all commitments were approved and financially intelligent.• Led effective team meetings and yearly reviews, resulting in sustained productivity and adherence to department goals. Provided targeted coaching, enhancing work quality, YOY.• Implemented successful talent acquisition strategy, resulting in recruitment of top talent and increase in employee retention. Offered training opportunities, fostering career growth.• Collaborated with HR on disciplinary actions, leading to continued improvement in team performance.

New York, New York, United States

Partnered with Sales to form the newly created Account Management team for Direct Marketing. Hired and onboarded new hires to manage the business. Responsible for training new hires on all internal systems, and on how to properly maintain advertisers’ schedules, post-sale. Liaison between internal and external departments.• Served as main contact for troubleshooting issues, ensuring quality control for all direct reports.• Spearheaded monthly solicitation for delinquent DR Clients. Leveraged client relationships to bring down DSO from over 120 to 60 days outstanding.

New York, New York, United States