Kerrie McFarlane
New Westminster,BC
Summary
Dynamic sales professional with over 20 years of experience in advertising and programmatic sales, specializing in revenue growth and strong client relationship cultivation. Proven track record of exceeding sales targets and building territories from the ground up at renowned companies such as The 2045 Collective, Postmedia Network, and The Exchange Lab. Recognized for strategic vision and innovative approaches that consistently deliver exceptional results. Prepared to leverage extensive expertise in advertising and media sales as a Director of Sales for War Room, contributing to the creation of cutting-edge advertising experiences for consumers and advertisers alike.
Overview
21
21
years of professional experience
Work History
Associate Vice President
The 2045 Collective
12.2024 - Current
- Expanded client portfolio from scratch to $2M+
- Developed strategic partnerships with over 50 high-profile agencies & clients increasing retention rates.
- Secured 200% growth in annual revenue through targeted client acquisition at The 2045 Collective.
- Led cross-functional teams to design customized programmatic strategies improving ROI.
Director, Programmatic Sales West
The 2045 Collective
03.2022 - Current
- At the 2045 Collective, we partner with iconic marketing technology companies that help improve efficiencies and marketing effectiveness by leveraging associated marketing data be it creative, media, post click analytics or multi touch attribution.
Account Executive, Integrated Advertising
Postmedia Network Inc
03.2017 - 09.2022
- Managed a $4M territory driving revenue to over $5M during my tenure.
- Exceeded sales targets by achieving 120% YOY revenue growth managing agency and direct client accounts.
- Built and nurtured relationships with 20+ key clients leading to increased retention rates.
- Developed integrated advertising campaigns across print, flyers and programmatic platforms reaching Millions of Canadian users.
- Collaborated with cross-functional teams to deliver tailored marketing solutions boosting client ROI.
Strategic Brand Partnerships
The Exchange Lab
11.2014 - 03.2017
- Expanded client portfolio from scratch to $1M by developing and servicing strategic brand partnerships across Western Canada at Western Director.
- Leveraged Proteus technology to integrate digital inventory across 4 key channels, enhancing platform flexibility for over 100's of campaigns monthly.
- Optimized programmatic buying through management of 9 leading DSPs, creating the world's largest programmatic marketplace with [XXX] monthly impressions.
- Drove analytics and reporting improvements with proprietary Proteus tech, resulting in increased campaign ROI for clients.
Western Regional Sales Manager
Casale Media
08.2012 - 10.2014
- Built custom ad networks for over 30+ agencies and direct client accounts across Western Canada and Washington, increasing targeted reach.
- Drove revenue growth by managing sales of Casale Media's premium ad network through strategic client engagements.
National Sales Executive
QMI Sales
01.2007 - 04.2012
- Managed $7M territory for Sun Media's print division and Canoe.ca's online division in British Columbia
- Had complete autonomy in BC to build, develop and maintain direct client and agency relationships (Cossette, OMD, Vizeum, Wasserman, Jungle Media, Barry Media, Mediacom, Media Experts, M2 Universal, Taylor Made Media, DSA Media, Best Buy Canada, London Drugs, Jysk Linen 'N Furniture etc) over a 7-year span
- Worked with clients to manage multi-market and national ROP campaigns, 52wk distribution programs and regional and national online campaigns
- Worked tirelessly to develop integrated and innovative proposals to meet client objectives and strategies
- Prioritized tasks to optimize revenue-generating activities and thus met surpassed budget targets in 2011 by $1Million dollars
- Ensured sales targets were met through stringent monitoring and regular communication with decision-makers on major accounts such as Best Buy Canada, YVR, Safeway Canada, Flight Centre, BCLC, etc
Sales Coordinator
Sun Media
07.2005 - 01.2007
- Managed multi-market and national print campaigns, coordinating and executing bookings, preparing proposals and media estimates
- Responsible for tracking and reporting revenue, reviewing client contracts
- Inside sales, providing clients with information on all of Sun Media's national Urban and Community newspaper products, enhancing client relations
New Business Intern
Wasserman & Partners Advertising Inc
03.2005 - 05.2005
- Acted in day to day role of an advertising agency
- Acquired unique experience with senior management and new business acquisition process
- Gained experience as a pseudo media intern with exposure to suppliers and clients
Education
Marketing Management Diploma - Marketing Communications
British Columbia Institute of Technology
01.2005
Bachelor of Arts - Political Science Major
The University of British Columbia
01.2000
Skills
- Sales leadership
- Brand awareness initiatives
- Digital marketing expertise
- Cross-functional teamwork
- Effective presentation skills
- Partnership cultivation expertise
- Budget development
- Problem-solving expertise
- Analytical decision making
- Comprehensive strategic planning
- Effective stakeholder communication
- Multidisciplinary engagement
LANGUAGES
English
Advanced
Timeline
Associate Vice President
The 2045 Collective
12.2024 - Current
Director, Programmatic Sales West
The 2045 Collective
03.2022 - Current
Account Executive, Integrated Advertising
Postmedia Network Inc
03.2017 - 09.2022
Strategic Brand Partnerships
The Exchange Lab
11.2014 - 03.2017
Western Regional Sales Manager
Casale Media
08.2012 - 10.2014
National Sales Executive
QMI Sales
01.2007 - 04.2012
Sales Coordinator
Sun Media
07.2005 - 01.2007
New Business Intern
Wasserman & Partners Advertising Inc
03.2005 - 05.2005
Bachelor of Arts - Political Science Major
The University of British Columbia
Marketing Management Diploma - Marketing Communications
British Columbia Institute of Technology
KEY ACHIEVEMENTS
Client Retention Growth: Increased client retention rates by 35% through strategic advertising partnerships at Postmedia., Market Share Expansion: Achieved 40% revenue growth by expanding advertising market share across Western Canada., Sales Revenue Achievement: Built a territory from scratch over 2023 - 2025 exceeding $2 million in revenue growth for The 2045 Collective.
STRENGTHS
- Charismatic Leadership: Builds strong agency relationships through charisma and assertive communication, enhancing collaboration by 40%.
- Assertive Client Engagement: Drives mutual respect and trust with clients, boosting retention rates by 35% through personable and confident engagement.
MY TIME
Driving revenue, Networking & relationship building, Golf, Travel, Wine, Cats