DIRECTOR OF SALES - WLIO

Gray Media; Lima (OH); On-site; USD 100,000 - 140,000; Full time

Job summary

WLIO-TV/Gray Media in Lima, Ohio seeks an experienced Director of Sales to lead WLIO's multi-platform advertising sales team across broadcast, digital, and emerging platforms. You will report to the General Manager and shape revenue strategy for the Lima market.

The ideal candidate will recruit, coach, and retain a high-performing sales force, build strong client relationships with local businesses and agencies, and deliver measurable results through tailored marketing solutions.

Qualifications

• 5+ years of media sales and management experience preferred.
• Bachelor's degree in business, communications, marketing or related field preferred.
• Strong leadership, strategic thinking, and client relationship skills.

Responsibilities

• Lead and manage WLIO's multi-platform sales operation to grow broadcast, digital, and emerging platform revenue.
• Develop and execute strategic sales plans to meet local and national revenue goals.
• Identify new business opportunities, expand existing accounts, and create creative marketing solutions for clients.
• Set sales goals, budgets, forecasts, and performance expectations aligned with WLIO's brand and strategy.
• Recruit, train, coach, and retain a high-performing sales team.
• Monitor activity, pacing, and performance; hold team accountable for results.
• Build strong relationships with key advertisers, agencies, and community partners.
• Collaborate with station leadership to align sales initiatives with priorities and growth opportunities.

Skills

Sales leadership

Revenue growth

Client relationships

Team development

Strategic thinking

Negotiation

Education

Bachelor's degree in business

Communications/Marketing background

Tools

CRM software

MS Office

Job description

About Gray Media:

Today, we are a growing multimedia company headquartered in Atlanta, Georgia. We are the nation's largest owner of top-rated local television stations and digital assets, serving 117 full-power television markets that collectively reach about 37% of U.S. television households. The portfolio includes 80 markets with the top-rated television station and 100 markets with the first- and/or second-highest-rated television station in average all-day ratings across 116 markets measured by Nielsen in 2025. We also own the largest Telemundo Affiliate group, with 46 markets, and Gray Digital Media, a full-service digital agency that offers national and local clients digital marketing strategies and the most advanced digital products and services. Our additional media properties include video production companies Raycom Sports, Tupelo Media Group, and PowerNation Studios, and studio production facilities Assembly Atlanta and Third Rail Studios.

About Gray Media:

Today, we are a growing multimedia company headquartered in Atlanta, Georgia. We are the nation's largest owner of top-rated local television stations and digital assets, serving 117 full-power television markets that collectively reach about 37% of U.S. television households. The portfolio includes 80 markets with the top-rated television station and 100 markets with the first- and/or second-highest-rated television station in average all-day ratings across 116 markets measured by Nielsen in 2025. We also own the largest Telemundo Affiliate group, with 46 markets, and Gray Digital Media, a full-service digital agency that offers national and local clients digital marketing strategies and the most advanced digital products and services. Our additional media properties include video production companies Raycom Sports, Tupelo Media Group, and PowerNation Studios, and studio production facilities Assembly Atlanta and Third Rail Studios.

About WLIO:

Located in Lima, Ohio, WLIO is proud to bring all four major networks—NBC, CBS, ABC, and FOX—under one roof. As a station serving the Midwest, we enjoy the beauty and variety of all four seasons while staying closely connected to the communities we serve.

WLIO offers applicants the opportunity to be part of a dynamic, collaborative team in a welcoming market where journalists and media professionals can make a meaningful impact.

Job Summary/Description:

WLIO is seeking an experienced, motivated, and strategic Director of Sales to lead WLIO's sales department and drive revenue growth across its broadcast, digital, and emerging media platforms. Reporting directly to the General Manager, the Director of Sales will play a key leadership role in the station's overall business strategy, financial performance, and continued growth in the Lima market.

The ideal candidate is a hands-on sales leader who understands how to recruit, develop, motivate, and retain a high-performing sales team while building strong relationships with local businesses, agencies, and regional advertisers. This individual will bring a proven ability to grow existing business, develop new revenue opportunities, strengthen client partnerships, and deliver effective multi-platform marketing solutions that produce measurable results.

Duties/Responsibilities include, but are not limited to:

The Director of Sales is responsible for leading WLIO's sales operation, driving revenue growth, developing client relationships, and supporting the station's overall business objectives. Duties include, but are not limited to:

• Sales Leadership: Lead and manage the station's multi-platform sales operation, with a focus on growing broadcast, digital, and emerging platform revenue.
• Revenue Growth: Develop and execute strategic sales plans to achieve and exceed local, national, new business, digital, and other revenue goals.
• Business Development: Identify new business opportunities, expand existing accounts, and develop creative marketing solutions that deliver measurable results for clients.
• Sales Strategy: Establish sales goals, budgets, forecasts, and performance expectations aligned with WLIO's local brand and overall business strategy.
• Team Development: Recruit, hire, train, coach, and retain a high-performing sales team. Provide ongoing development and opportunities for professional growth.
• Performance Management: Monitor sales activity, revenue pacing, and individual performance. Hold team members accountable for achieving established goals and objectives.
• Client Relationships: Build and maintain strong relationships with key advertisers, agencies, business owners, and community partners.
• Multi-Platform Solutions: Champion the integration of broadcast television, digital products, and emerging media opportunities to deliver comprehensive advertising solutions.
• Collaboration: Work closely with the General Manager and other department leaders to align sales initiatives with station priorities and identify opportunities for growth.
• Communication: Maintain consistent communication with the General Manager, sales team, and other departments regarding revenue performance, opportunities, challenges, and business initiatives.
• Market Leadership: Represent WLIO professionally in the business community and participate in activities that strengthen the station's visibility and relationships throughout the Lima market.
• Sales Operations: Maintain organized sales processes, effective inventory management, accurate forecasting, and consistent execution of sales policies and procedures.
• Financial Accountability: Manage the sales department budget, monitor expenses, and provide accurate financial reporting and revenue projections.
• Compliance and Ethics: Ensure the sales department operates in accordance with company policies, FCC regulations, EEO requirements, SOX guidelines, and all applicable laws and regulations.
• Culture and Innovation: Foster a positive, collaborative, and accountable sales culture that encourages creativity, innovation, teamwork, and a commitment to results.
• Perform other duties as assigned by the General Manager.

Qualifications/Requirements:

• 5+ years of media sales and management experience preferred, including experience as a Director of Sales, Local Sales Manager, or comparable leadership position.
• Bachelor's degree in business, communications, marketing, or a related field preferred. Equivalent professional experience may be considered.
• Strong understanding of the broadcast television industry, digital media, advertising trends, and the evolving media landscape.
• Demonstrated success in developing sales strategies, growing revenue, generating new business, and achieving financial objectives.
• Proven ability to recruit, hire, develop, motivate, and retain high-performing sales professionals.
• Strong leadership skills, including emotional intelligence, conflict resolution, coaching, and team development.
• Excellent written, verbal, presentation, negotiation, and interpersonal communication skills.
• Strong strategic thinking, analytical, problem-solving, and decision-making abilities.
• Ability to manage multiple priorities, meet deadlines, and adapt to changing business needs while maintaining a positive and professional presence.
• Demonstrated ability to build strong client relationships, influence business decisions, and develop long-term partnerships.
• Strong financial acumen, including budgeting, revenue forecasting, expense management, and financial reporting.
• Ability to work collaboratively with station leadership and other departments to achieve overall business objectives.
• Familiarity with employment practices, personnel management, and applicable workplace compliance requirements.
• Proficiency in Microsoft Office applications and business management systems, including CRM and enterprise reporting platforms.
• Willingness and ability to become actively involved in the local community and represent WLIO as a business and community leader.
• Must possess a valid driver's license and maintain an acceptable driving record consistent with company policy.

WLIO-TV/Gray Media is a drug-free company

Additional Info:

Gray Media provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to federal law requirements, Gray Media complies with applicable state and local nondiscrimination laws in every location where the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.

Gray Media expressly prohibits any form of workplace harassment based on race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, genetic information, disability, or veteran status. Improper interference with the ability of Gray’s employees to perform their job duties may result in discipline up to and including discharge.