Career — Bob Faricy

MARKETING | MEDIA | STRATEGY | COMMUNICATIONS

An accomplished media and marketing leader with experience in market and client research, business and client development, and sales enablement. Strong communicator in writing, through presentations and in-person, creating content for both traditional and digital channels.

Strategic & product planning
Branding & marketing communication
Sales support & business development

Market, customer & competitive analysis
Digital marketing & integrated media
Demand generation & email marketing

EXPERIENCE

Empower Local | Director of Client Strategy | Current

EmpowerLocal is building a nationwide network of hyperlocal publishers to help brands access the most trusted and influential news sources and marketing channels, support community journalism, and deliver greater brand relevance at the local level.

Lead the strategy and implementation of local campaigns for national brands, including planning, content creation and placement across email, content marketing, social media, display, and more.
Prospect and pitch national brands, including developing strategy and creative as well as drafting and giving sales presentations.
Improved campaign metrics, including CPC, CPA, and CTRs across channels by 30% to 75% by refining content, messaging, calls to action, and channel selection.
Work directly with local publishers to package advertising solutions and execute campaigns as well as help recruit publishers to join the network.

Effectv | Senior Manager, Demand Creation | Feb. 2016 - June 2020

Effectv, formerly Comcast Spotlight, is the sales organization for Comcast Cable helping advertisers grow their business with multi-screen marketing solutions that combine the best of digital with the power of TV.

As the Regional Sr. Manager, I lead a team of five to implement demand generation and inbound campaigns, leveraging marketing automation, email marketing, thought leadership content, and social media to generate leads, market solutions, convert prospects and win-back former customers.

Developed a win-back campaign including content, communication, sales collateral and prospect lists. Deployed across multiple markets to win-back more than $400,000 in business.
In 2019, completed more than 100 projects and campaigns targeting specific business categories, leveraging high-profile programming (e.g. sports) and supporting go-to-market strategies for new capabilities generating more than $500,000 in revenue.
In 2018, pre-qualified and passed to sales more than 3,000 leads that ultimately generated more than $7.2 million in first-year revenue. Included tracking and follow up with sales leaders to monitor lead quality and identify bottlenecks in sales and reporting process.
Independently conceived and created inbound marketing content in the form of eBooks, one-sheets, blog posts, social media, infographics, videos and data sets to apply across the buyer’s journey.

PIVOT Action Partners | Partner | 2015 – 2016

PIVOT Action Partners was a collaboration with former colleagues to provide sales strategy and training support through consulting and hands-on project work to media clients.

Created and delivered a complete local sales and presentation training curriculum based on an approach that follows the customer buying cycle.
Developed a go-to-market strategy for a national print supplement publisher to package and sell individual content assets to clients in multiple formats.

The Tennessean | TN Media | 2000-2014

Leading local news and media company, delivering content across all digital platforms with a full portfolio of advertising and marketing services, including online display, email, search and social media marketing.

VP/Market Development | Marketing Director

Led and coordinated all aspects of marketing for The Tennessean to both consumer and business customers. Led strategic planning and managed cross-departmental projects.
Increased mobile traffic by more than 50%, with more than 30,000 app downloads through multi-media campaigns and the launch of email marketing to consumers and consistent content promotion.
Implemented marketing and communication in support of the full breadth of digital advertising solutions, including web development, email marketing, PPC, online display and social media, ultimately representing more than 25% of total advertising revenue.
Conceptualized and executed a campaign to position The Tennessean’s music coverage, increasing page views on Tennessean.com by 65%. In the first three months of the campaign, Likes on the TN Music News Facebook page increased 81%.
Team leader of a Client Solutions process to develop creative concepts and integrated campaigns for high-value advertising clients, generating more than $400,000 within six months.

Gannett Co., Inc. | Marketing Director, South Group | 2008 – 2013

Provided direction and support for 12 Gannett markets in the Southeast, including strategic planning, implementing regional initiatives, and sharing best practices for market potential and advertising client solutions.

Helped implement the marketing support of a “full-access” subscription model, including registering from 50% to 65% of all subscribers, improving engagement and online traffic.
Part of corporate marketing team to develop the creative campaign for the launch of USA TODAY editions in Gannett’s Top 30 markets during the first quarter of 2014.

EDUCATION: Bachelor of Arts in Advertising | MICHIGAN STATE UNIVERSITY | East Lansing, MI