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Karen E. Alston
264 Ridge Crest Drive
Macon, Georgia 31210
478 954-5715  karenalston11@gmail.com
CAREER SUMMARY
Top-performing sales and marketing executive with 20+ years’ experience building corporate identity and driving revenue
growth in the TV and radio marketplace, local and national levels. Expert qualifications identifying and capturing market
opportunities to accelerate business expansion. Deliver sustainable revenue gains through team development and
training, organizational leadership, customer relationship management and industry knowledge. Natural communicator,
gifted in key account management, account retention and new business increases using promotions, electronic, digital,
print advertising.
AREAS OF EXPERTISE
Sales/Marketing Executive
Sales Training
Short/Long Range Planning
Strategic Marketing Plans
Wide Orbit/OSI/Columbine
Cost Reduction Strategies
Major Client Development New Product Development Programming
Account Negotiations Organizational Development Inventory Control
Expansion/Turnaround Strategies Customer/Public Relations Collections
CAREER HISTORY AND ACCOMPLISHMENTS
FOX 24 of Macon, LLC
WGXA FOX 24, Macon GA
EGXA ABC 16, Macon GA
Sales Manager 9/1/2013-Present
Account Executive 8/7/1995-9/1/2013
Manage all aspects of account relations for national/regional accounts including; transactional negotiations, share growth,
budgeting, forecasting, collections and customer service. Collaborate with specialized advertising agencies to identify and
prepare targeted media campaigns.
Charged with all day to day management responsibilities for national and local sales efforts as well as sales support
departments: budgets, collections, hiring, pricing, inventory control and market research. Produced promotions and
similar revenue streams resulting in station revenue growth from approximately 1.8 million in annual sales revenue to over
6.8 million from 1998 to 2011.
Responsible for all facets of local sales department: budgeting, hiring, pricing, inventory control, research, marketing and
promotions and other revenue streams. Established solid relationships with agencies and local clients. Successfully grew
yearly market share and revenue resulting in promotion to General Sales Manager.
Hired initially as local account executive responsible for growing local account list in the Macon DMA. Within a year was
promoted to Local Sales Manager. Managed 6-8 reps and developed strong customer relationship management
techniques that increased business. Set budgets including long and short range departmental goals. Created a dynamic
organizational infrastructure responsive to financial and client demands in an ever-changing market. Delivered selling
strategies that enhanced performance of field representative. Implemented training programs with sales and marketing
tools to better assist in targeting prospects. Promoted based on success and demonstrated abilities.
Accomplishments
- Consistently over index in revenue as compared to stations in market audience share
- Increase Stations Key Accounts spending in 2014 over prior year by the following percentages; Arby’s up 47%,
Checkers up 12%, Haverty’s up 47%, Ken Nugent up 8% and Virginia College up 37%.
- 2013 vs. 2012 Successfully negotiated & double the spending on 3 of the stations larger automotive accounts;
Lowe Toyota $180K 2012 vs. $360K 2013, Hutchinson Kia & Hutchinson Automotive $175K 2012 vs. $360K 2013
- Successfully lead sales team to Best Local Direct Team in the company 1997
- Sales Person of the Year 1996
WAYS/WMAZ-Radio, Macon, Georgia 7/90-8/95
Local Sales Manager 1991-1995
Hired initially as local account executive responsible for growing local account list in the Macon DMA. Within a year was
promoted to Local Sales Manager. Managed 5-7 reps and developed strong customer relationship management
techniques that increased business. Set budgets with long and short range departmental goals. Created a dynamic
organizational infrastructure responsive to financial and client demands in a changing market. Delivered selling strategies
that enhanced performance of field representatives. Implemented training programs with sales and marketing tools to
better assist in targeting prospects. Promoted based on success and demonstrated abilities.
EDUCATION, AFFILIATIONS AND AWARDS
Williams School of Real Estate 2005 – License on file in good standings
Southwest High School, Macon, Georgia
Training Courses
Ben Branding Marketing
Hipcricket Mobile Marketing
Jim Doyle, Upgrade Selling
Phillip LeNoble, Systems 21
References
Available upon request

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Karen E. Alston resume

  • 1. Karen E. Alston 264 Ridge Crest Drive Macon, Georgia 31210 478 954-5715  karenalston11@gmail.com CAREER SUMMARY Top-performing sales and marketing executive with 20+ years’ experience building corporate identity and driving revenue growth in the TV and radio marketplace, local and national levels. Expert qualifications identifying and capturing market opportunities to accelerate business expansion. Deliver sustainable revenue gains through team development and training, organizational leadership, customer relationship management and industry knowledge. Natural communicator, gifted in key account management, account retention and new business increases using promotions, electronic, digital, print advertising. AREAS OF EXPERTISE Sales/Marketing Executive Sales Training Short/Long Range Planning Strategic Marketing Plans Wide Orbit/OSI/Columbine Cost Reduction Strategies Major Client Development New Product Development Programming Account Negotiations Organizational Development Inventory Control Expansion/Turnaround Strategies Customer/Public Relations Collections CAREER HISTORY AND ACCOMPLISHMENTS FOX 24 of Macon, LLC WGXA FOX 24, Macon GA EGXA ABC 16, Macon GA Sales Manager 9/1/2013-Present Account Executive 8/7/1995-9/1/2013 Manage all aspects of account relations for national/regional accounts including; transactional negotiations, share growth, budgeting, forecasting, collections and customer service. Collaborate with specialized advertising agencies to identify and prepare targeted media campaigns. Charged with all day to day management responsibilities for national and local sales efforts as well as sales support departments: budgets, collections, hiring, pricing, inventory control and market research. Produced promotions and similar revenue streams resulting in station revenue growth from approximately 1.8 million in annual sales revenue to over 6.8 million from 1998 to 2011. Responsible for all facets of local sales department: budgeting, hiring, pricing, inventory control, research, marketing and promotions and other revenue streams. Established solid relationships with agencies and local clients. Successfully grew yearly market share and revenue resulting in promotion to General Sales Manager. Hired initially as local account executive responsible for growing local account list in the Macon DMA. Within a year was promoted to Local Sales Manager. Managed 6-8 reps and developed strong customer relationship management techniques that increased business. Set budgets including long and short range departmental goals. Created a dynamic organizational infrastructure responsive to financial and client demands in an ever-changing market. Delivered selling strategies that enhanced performance of field representative. Implemented training programs with sales and marketing tools to better assist in targeting prospects. Promoted based on success and demonstrated abilities. Accomplishments - Consistently over index in revenue as compared to stations in market audience share - Increase Stations Key Accounts spending in 2014 over prior year by the following percentages; Arby’s up 47%, Checkers up 12%, Haverty’s up 47%, Ken Nugent up 8% and Virginia College up 37%. - 2013 vs. 2012 Successfully negotiated & double the spending on 3 of the stations larger automotive accounts; Lowe Toyota $180K 2012 vs. $360K 2013, Hutchinson Kia & Hutchinson Automotive $175K 2012 vs. $360K 2013 - Successfully lead sales team to Best Local Direct Team in the company 1997 - Sales Person of the Year 1996
  • 2. WAYS/WMAZ-Radio, Macon, Georgia 7/90-8/95 Local Sales Manager 1991-1995 Hired initially as local account executive responsible for growing local account list in the Macon DMA. Within a year was promoted to Local Sales Manager. Managed 5-7 reps and developed strong customer relationship management techniques that increased business. Set budgets with long and short range departmental goals. Created a dynamic organizational infrastructure responsive to financial and client demands in a changing market. Delivered selling strategies that enhanced performance of field representatives. Implemented training programs with sales and marketing tools to better assist in targeting prospects. Promoted based on success and demonstrated abilities. EDUCATION, AFFILIATIONS AND AWARDS Williams School of Real Estate 2005 – License on file in good standings Southwest High School, Macon, Georgia Training Courses Ben Branding Marketing Hipcricket Mobile Marketing Jim Doyle, Upgrade Selling Phillip LeNoble, Systems 21 References Available upon request