Regional TV Ad Sales Executive — Agency Growth

WWAY; Leland (NC); On-site; USD 70,000 - 110,000; Full time

Job summary

WWAY-TV is seeking a Regional Account Executive to lead regional television advertising sales for WWAY, DWAY, and EWAY. You will negotiate agency schedules, grow revenue, and manage inventory and pre-emptions across multiple stations.

The role requires strategic thinking, strong relationships with agency buyers, and the ability to leverage ratings and audience data. A hands-on, results-driven professional will thrive in this fast-paced environment.

Qualifications

• Proven success in television advertising sales and agency negotiations.
• Demonstrated ability to negotiate rates, packages, and annual agreements.
• Experience working with Comscore ratings, audience research, and television ratings systems.
• Strong understanding of inventory management, pre-emptions, makegoods, and revenue optimization.
• Proven track record of meeting or exceeding revenue budgets.
• Excellent communication, presentation, and relationship-building skills.
• Strong analytical, organizational, and problem-solving abilities.
• Ability to work independently, prioritize multiple opportunities, and meet deadlines.
• Proficiency in Microsoft Office and Wide Orbit tools.

Responsibilities

• Budget ownership: Take full ownership and accountability for achieving Regional revenue budgets across WWAY, DWAY, and EWAY.
• Agency negotiations: Negotiate regional agency business, including annual agreements, quarterly buys, and individual client schedules.
• Revenue growth: Develop strategies to grow existing agency business while identifying and pursuing new revenue opportunities.
• Share of buy: Maximize the stations' share of agency budgets by pursuing available dollars and positioning our stations competitively.
• Ratings & research: Utilize Comscore ratings and market data to negotiate rates and demonstrate audience value.
• Inventory management: Monitor inventory availability, pricing, demand, and sellout levels across all three stations.
• Pre-emption management: Monitor pre-emptions and ensure makegoods are negotiated and fulfilled.
• Yield management: Protect station rates, minimize discounting, maximize revenue per spot.
• Account development: Build relationships with agency buyers, planners, and decision-makers.
• Sales strategy: Develop and execute plans to increase regional revenue and market share.
• Proposal development: Prepare compelling sales presentations and customized packages.
• Order management: Ensure orders, revisions, cancellations, and commitments are documented and communicated.
• Internal collaboration: Work with GM, Traffic, and other departments to manage inventory and expectations.
• Revenue forecasting: Maintain accurate forecasts and updates on opportunities and shortfalls.
• Competitive analysis: Monitor competitor activity to strengthen negotiating position.
• Digital opportunities: Identify digital products to incorporate into agency negotiations when appropriate.

Skills

Television advertising sales

Agency negotiations

Strategic selling

Communication

Analytical skills

Office software

Comscore familiarity

Audience research

Tools

Wide Orbit Traffic

Wide Orbit Media Sales

Job description

WWAY-TV is seeking a Regional Account Executive to lead regional television advertising sales for WWAY, DWAY, and EWAY. You will negotiate agency schedules, grow revenue, and manage inventory and pre-emptions across multiple stations.

The role requires strategic thinking, strong relationships with agency buyers, and the ability to leverage ratings and audience data. A hands-on, results-driven professional will thrive in this fast-paced environment.