Tricia L Etienne - Digital Media Executive

Senior Digital Media Executive

Vice President, Client Services and Marketing

Tricia L. EtienneT&B 2012 |

Strategic Digital Media Executive

Accomplished strategic and innovative Senior Digital Media Executive with extensive experience creating new digital and multimedia revenue solutions for major media organizations. Successful track record in implementing change in very challenging environments while increasing and exceeding revenue expectations. Equally strategic and data driven in making decisions that impact growth engagement and retention.  Strong focus on optimizing transforming digital media solutions and brand reach. Experienced leader with a successful record of managing both internal and external relationships including Management and Director level experience.  Vast knowledge of the Recruitment industry including SaaS, digital media best practices and techniques.  Excellent written and verbal communication skills with over 20 years of professional public speaking engagements.

Key Strengths

Digital Media |  Relationship Management | Sales Leadership | Public Speaking | SaaS Sales | Project Management | Mobile and Social Online Advertising | Email Marketing | Strategy Development |  Creative Problem Solver | B2B


Monster Worldwide                                                                                     2018 – 2019

Relationship Manager – Media Alliances

Provide client and project team leadership, developed mid to senior level client relationships and act as a trusted advisor and partner to clients

Managed client satisfaction, account revenue growth and partnership strategic alignment between organizations and overall business profitability in delivery of diverse platform of services

Worked with complex clients to deliver annual services and deliver revenues in excess of $2M annually

Managed fiduciary relationships including pricing, margins, discounting, cost factors, etc.

Bella Casa Inc.                                                                                                       2015- 2018

Director of Digital Marketing and Client Services

➢ Directed digital marketing including SEO, SEM, PPC and email marketing to increase and gain market share by 50% in both the Los Angeles and San Francisco markets

➢ Managed all vendor, partner relationships and teams across various departments to increase revenue month after month

Comcast Spotlight                                                                                                    2014–2015

Regional Digital Sales Manager

➢ Managed training and development for all local, regional, and national Account Executives to sell new and existing digital media†products as a compliment to cable advertising schedules

➢ Drove culture change to increase digital advertising revenue / Advance Digital                                                                                     2012–2014

Director of Digital and Multimedia Advertising Verticals

➢ Responsible for multimedia revenue for advertising verticals including Recruitment, Automotive, Real Estate categories including video and†mobile to increase overall digital and print revenue by 35%

➢ Negotiated provider and vendor contracts to implement niche digital products resulting in multi-million dollar growth

➢ Implement strategic plans and fiscal budgets for multiple lines of business

➢ Increase digital knowledge to increase revenue by 40% in a very print dominant market

➢ Refocused the Advertising Sales team of 75 people to adopt a “sales-centric” approach achieving revenue growth and increased number of active digital advertisers

Digital First Media / Southern California Newspaper Group                                     2009-2011

Regional Vice President of Advertising

➢ Responsible for over $22M in multimedia revenue for the Southern California Newspaper Group’s eleven regional newspapers including Recruitment, Automotive and Real Estate categories to increase overall digital and print category revenue

➢ Implemented new digital sales strategies to increase digital product knowledge and increased revenue by 20% YOY

➢ Negotiated all vendor contracts to implement new digital products to reduce expenses and increase revenue

➢ Evolved the suite of digital products including ad placement, packaging, and pricing to increase digital revenue in new categories including; video, mobile and online e-commerce advertising

Previous Experience

Director of Digital Sales and Marketing | Bonneville International / KSWD The Sound

Director of Digital Advertising | Orange County Register Communications

The Denver Newspaper Agency | Digital First Media

Director of Sales & Business Development, Interactive Recruitment Manager, Senior Manager of

Digital Operations, New Media Director

Awards | Professional Courses

IAB Certified 2017

Google Ad Word and Google Analytics Certified 2017

Toastmasters Professional Speaking

Completed cross platform media sales training including radio, broadcast, cable and print media

Received several top performance sales and sales leadership awards


“I would highly recommend Tricia. She understands how to strategically drive revenue for media companies and advertising/marketing entities while keeping the advertising client top of mind. I have worked with Tricia with much success on large revenue projects on the West Coast, in the Mountain regions and in the Southeast. Tricia’s talent and strategic plans have worked even in the most challenging marketplaces. Tricia is an advertising pro and a valuable asset to any company looking to move successfully forward.” Dan Contreras, Vice President of Sales, Digital Media Communications

“Tricia visited our market to help us with our employment strategy and visit some clients, including our number one recruitment advertiser. Her talent in both environments — with my colleagues as well as my clients — was exemplary. Though both groups had just met her, the impact was immediate and visible. We created new strategies to help us win business. And our largest client provided more detail on their needs than we ever were able to glean before. A superb marketing executive!!” Dennis Sheely, Classified Advertising Director, Sonoma Media Investments

“Tricia is a detail oriented sales leader. I’ve had the opportunity to work with her on many multi-faceted and mission critical projects at the Los Angeles Newspaper Group.  On the sales side, she’s established a solid track record of achieving revenue targets and company objectives by leading sales teams. She is an outstanding project leader with the ability to coordinate and manage the efforts of vendors, partners and teams across different departments. She has also proven herself as a strong negotiator and business development leader in establishing and maintaining solid relationships with vendors and partners. 
I would welcome the opportunity to work with Tricia again and strongly recommend her.”  Dan Vigil, Vice President, Interactive Sales, Los Angeles Newspaper Group

“Tricia was the driving force in the success of the interactive business at Orange County Register Communications. I worked closely with her on various classified interactive initiatives. She was well respected among her peers and direct reports. In the changing world of newspaper advertising, she sought ways to build and expand our product offerings to meet the needs of our advertisers. Her staff responded well to her positive and motivating management style. Tricia would be an asset to anyone’s organization.”  Frank Minano, Sales Director, Orange County Register

“Tricia is a very bright, hard working professional with many years of experience in the Interactive media space. She is very strong in sales as well as Interactive product development. Tricia is one of the most innovative business professionals that I have had the pleasure of working with.” Tina Carnow, SVP of Sales, Impact Engine, Inc.

“Tricia’s knowledge and skill set helped me to improve my sales efforts 100%. Her ability to identify products and implement them in our service offerings was crucial to the interactive department success! I hope I have the pleasure to work with her again!” Steven Mitchell, Interactive Account Manager, Automotive, Orange County Register

“Tricia’s commitment to her work and her staff facilitates a wonderful and highly productive working environment. Her many successes and unyielding drive for innovation is a testament to her online media expertise. She is a true leader, wonderful mentor, and great boss.” Carly McElwain, Interactive Product Specialist, Orange County Register

Tricia Etienne Resume 2019