Tricia L Etienne - Digital Media Executive

Senior Digital Media Executive

Vice President, Client Services and Marketing

Tricia L. EtienneT&B 2012 |


Strategic and innovative Senior Digital Media Executive with over 18 years of professional experience in creating new digital advertising solutions for major media organizations.

Key Strengths and Competencies:

• Digital sales leadership with a focus in overcoming challenges and driving digital advertising growth with an emphasis in “Big Data” specifically with first and third party Audience targeting, Mobile and Social advertising campaigns.

• Proven track record of goal attainment while managing expenses to maximize ROI.

• Expert at creating six figure Audience Targeting Advertising campaigns across all media verticals.

• In depth knowledge and avid user of mobile and social media.

• Successful deployment of new and evolving digital revenue initiatives

• Knowledge of digital media planning and buying including behavioral and extended reach campaigns

• Email marketing specialist with experience in B2B and B2C

• Excellent sales management and execution with emphasis on change, coaching and mentoring a multimedia sales staff

• Executive level experience collaborating effectively with management colleagues across all departments


Interactive Sales Manager; (September 2014-August 2015)


Lead and drive weekly sales activity to meet/exceed monthly, quarterly and annual interactive revenue budgets.

Responsible for training all local, regional and national sellers on existing digital media platforms and products as well as introducing new product roll-outs.

Conduct weekly joint sales calls with Local and Regional Account Executives across designated territories in the Harrisburg DMA.

Create custom multimedia solutions to promote new business, enhance value and gain market share with current Comcast Cable Advertisers to include an interactive product mix to maximize multiscreen revenue.

Attend meetings and presentations with Account Executives to proactively strategize with existing and new business clients about the value of Comcast Spotlight’s Interactive Media tools.

Director of Classified Advertising; Digital, Mobile and Print  (August 2012- September 2014)

Responsible for annual classified advertising budget of $13 million + in print and digital revenue including; traditional print advertising , SEO, SEM, mobile, video, digital display, email marketing, behavioral and geographical targeting, re-messaging, social marketing & monitoring and national ad network buys to meet the changing needs of today’s advertising demands.

Hired as a member of the Nola Media Group’s strategic leadership team to build a classified advertising strategy for the state’s largest media organization.

Successfully hired, lead and mentored a multimedia sales team to accomplish company’s strategic vision including 30 account executives and four advertising managers.

Acted as a change agent to facilitate ongoing training and coaching for the advertising staff to achieve revenue targets as well as up to date digital product mix.

Executive team member to implement and train the sales staff on using

Regional Vice President of Advertising Verticals (November 2009 – November 2011)
Digital First Media / Los Angeles Newspaper Group – Los Angeles, CA
Responsible for digital revenue for The Los Angeles Newspaper Group’s regional Publishers, Advertising VP’s and sales teams to grow overall digital and print category revenue including,,, DealOfTheDay and all other niche vertical products resulting in multi-million dollar growth.

Negotiated provider and vendor contracts generating incremental revenue of over $1M anually.

Evolved suite of digital products, including positioning, packaging and pricing to increase digital revenue in new categories including video, mobile, Ecommerce while also growing print related revenue in a very competitive market.

Consistent strategic planner with the ability to stay focused on execution and results; proven ability to work with the Executive team to implement strategic plans and fiscal budgets.

Worked with marketing, sales, and advertising operations to ensure that the maximum revenue was achieved for the digital programs available to achieve goal attainment.

Director of Digital Sales and Marketing (August 2008 – October 2009)
Bonneville International – KSWD, The Sound  – Los Angeles, CA
Responsible for this fast-paced radio station’s New Media Department including overall strategy, Sales, Marketing, Advertising, Social Networking, Email Database and daily Web Content.

Created new revenue opportunities by developing new digital platforms including, Online Streaming Audio, Video, Mobile and a third party national Advertising model to directly impact revenue.

Developed and executed a strategic sales plan including training and selling directly with the sales team.

Acted as project manager on all software development projects to ensure on time product launches within budget.

Successfully created a Listener Loyalty database through creative email marketing campaigns to increase revenue and ratings.

Increased web site traffic through multiple social networking sites including Facebook, Twitter and My Space.

Director of Digital Advertising (December 2006 – June 2008)
Orange County Register Communications – Santa Ana, CA
Created multiple new revenue streams by developing and deploying a robust interactive product portfolio for a major media organization.

Successfully recruited and led a high-performing Interactive Advertising team which transformed a print-focused newspaper company into a digital organization.  Provided direction and guidance to 16 dedicated Interactive Account Executives and a team of 5 Operations and Sales support specialists including Web Developers and Project Managers.

Successfully lead interactive advertising sales efforts resulting in year-over-year growth of 65% across major vertical categories; including local retail, majors and national, as well as all key classified areas

Launched several new Interactive products including Self Service Advertising platforms, SEM, SEO, Video, Mobile, Strategic partnerships with National third party vendors to generate incremental revenue across all lines of business

Appointed as one of five Executives to lead the Interactive Steering Team to prioritize and strategize on all Interactive initiatives of the organization including overall strategy, Marketing, Advertising and Content

Developed and executed a strategic sales plan that included creating an optimal organizational structure and a well developed training program that reinforced interactive product knowledge and consultative sales skills for  200+ sales associates

Defined and formally set performance measures for dedicated interactive sales staff resulting in greater accountability and increased new business development

Media Newsgroup / Digital First, Denver, CO (August 1997- December 2006)
Media Owner of the Denver Post, Rocky Mountain News,, The Boulder Daily Camera and The Los Angeles Newspaper Group

Various Positions within the Organization (listed below)
Director of Sales & Business Development , Denver, CO                         December 2005 to December 2006 is a User Generated Content platform that was created by the Denver Newspaper Agency. Due to the success of the platform in the Denver market, it quickly became a syndicated product available to newspapers around the world to license.

Responsible for the revenue channel of syndication including account acquisition and retention for Newspapers throughout the US and Canada

Achieved over $500k in new revenue in the first year of business

Developed annual sales plan and monitored revenue performance for Syndication

Worked with technology provider, customer service and training resources to ensure optimum client implementations

Director of Interactive Recruitment  (June 2001- December 2005)
The Denver Newspaper Agency – Denver, CO
Responsible for the development of strategies, business models, price-points and incentive programs to assist Classified and

Recruitment directors in exceeding online revenue goals.

Increased online Recruitment revenue by 200% over two years

Utilized recruitment and online industry knowledge and experience to identify new revenue opportunities

Director of Interactive Products & Operations (August 1999- October 2000)
Rocky Mountain News – Denver, CO
Managed the growth and development of the Denver Rocky Mountain News web site, (Colorado’s largest newspaper) in a manner that lead to accomplish revenue and site traffic goals

Responsible for on time product launches

Successfully launched new products to enhance including the E-Commerce, Automotive, Recruitment, and Real Estate products

Manager of Interactive Advertising Sales & Operations (August 1995- August 1999)
The Daily Camera – Boulder, CO

Developed the first New Media Department for this daily newspaper

Managed Business and Marketing plans from strategy to implementation

Managed every segment of the department including sales, editorial, production, new business development, strategic planning and budgets

Increased monthly page views from 100,000 to over one million within the first year

Partnered with senior management team to strategize on new business initiatives to gain market share through online advertising revenues


  • Recognized by Editor & Publisher as a sales innovator for video products
  • Recognized by Advance Digital Inc for outstanding recruitment sales for
  • Certified with Google Ad Words and Google Analytics- February 2014
  • Expert using for pipeline management as well as managing the sales process to track revenue performance
  • Intelligent Selling of Internet Advertising Levels I & II provided by The Laredo Group- August 2007
  • ProMax Sales Leadership training- April 2007
  • Toast Masters International Professional Speaking- April 2005
  • Professional Sales Skills Training (Levels I & II)- 2003
  • Competitive Media Sales Training including Radio, Broadcast, Cable, and Internet & Newspaper Media- 2002
  • Recipient of the 2004 Highest Overall Revenue Gain in Advertising for the Denver Newspaper Agency
  • Recipient of the 2004 Highest Percentage Gain for Overall Advertising Revenue year over year for the Denver Newspaper Agency
  • 2003 Excellence Sales Award Winner for the Denver Newspaper Agency
  • Winner of the 1999 Editor and Publisher “Eppy” award for best online special section of an online newspaper for the Columbine tragedy


“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.” February 13, 2012 Dan Vigil, Vice President, Interactive Sales, Los Angeles Newspaper Group
worked directly with Tricia at Data Dynamix and the 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