Lesli Porterfield

Founded and built a sole proprietorship business that provides clients with project planning, management and execution for estate sales, home staging, home downsizing and home and business organizational solutions.

• Business development and client retention - generate new business leads and convert to new clients. Successfully retain current clients and expand revenue per customer through additional services and solutions. Most new business generated through referrals and deliberate business development activities (e.g., memberships and networking with: local Chambers of Commerce; women's groups; realtors and other professionals).
• Client consultation - trusted advisor to clients when assessing their needs and generating an actionable plan that meets their budgets, exceeds their requirements and expectations and is profitable for Simply in Order.
• Business planning and finance - self-manage all business planning, financial accounting, budgeting, taxation and billing processes.
• Design and Space Planning- Demonstrate expertise in optimizing space for functionality and aesthetics. Create floor plans that maximize the use of available space. Project Management: Oversee the execution of the design plan, coordinating with contractors and suppliers.
• Time Management- Implementing time-saving systems for clients to maintain organization effortlessly. Generated and taught Time Management/ Organizational Workshops: Offering workshops to teach clients effective time management skills.

Played a crucial role in ensuring that advertising and marketing efforts are strategic, cost-effective, and ultimately contribute to the achievement of marketing objectives.

Primarily responsible for constructing and executing complete marketing and media plans for all 10 MGM Resorts International properties in Las Vegas, NV (e.g., Bellagio, Mandalay Bay, Delano, New York-New York, MGM Grand, Mirage, Luxor).

• Media Planning - conducted market research to identify target audiences and market trends. Developed comprehensive media plans that align with the overall marketing strategy. Selected appropriate media channels based on the target audience, budget, and campaign objectives.
• Media Buying - negotiated and purchased advertising space or time across various media channels (Broadcast TV, Cable TV, Radio, Print both Local and National Publications & Outdoor.) Optimized media buys to ensure the most cost-effective placements. Built relationships with media vendors and negotiate favorable rates and terms.
• Campaign and Budget Management - monitored and analyzed the performance of advertising budgets and campaigns. Made real-time adjustments to media plans and budgets to maximize ROI. Provided regular reports and insights to stakeholders on campaign effectiveness.
• Collaboration - worked closely with creative teams to align media strategy with the overall campaign message. Collaborated with internal teams and external partners to ensure seamless execution of campaigns.
• Product Marketing- Drove top line revenue growth through creative local and national marketing campaigns for Cirque Du Soleil shows and numerous restaurants and nightclub grand openings.
  

Responsible for leading a sales team and developing comprehensive sales strategies to maximize revenue opportunities for the radio station. Reporting directly to the VP of Sales, I played a key role in driving advertising sales, building and maintaining strong client relationships, and meeting or exceeding revenue targets. Major local and national clients included Sprint, Shopko, Dodge and Toyota/Lexus Dealers.

• Strategic Sales Plan Development - developed plans collaboratively with Marketing and Programming teams to create innovative advertising solutions and sponsorship packages to achieve revenue goals and objectives.
• People Leadership - lead and motivated my sales team to meet and exceed sales targets.
• Business Development - identified and pursued new business opportunities to expand the station's client base. Accountable for preparing and delivering sales proposals, pitches and presentations to prospective clients.
• Client Relations - built and maintained strong relationships with key clients, advertising agencies and industry partners.
• Contract Negotiations - ensured favorable terms and conditions for the radio station and win/win outcomes for clients on all agreements and contracts.

Acquired advertising space and time for clients across various media channels, such as television, radio, print, digital, and outdoor advertising. Their primary goal is to maximize the effectiveness of advertising campaigns within the allocated budget.

Key national and local clients were Universal Pictures, Subway, Toyota and Miller Beer for the Los Angeles, Las Vegas and Salt Lake City Markets.

• Research and Analysis- Developed media buys based on client objectives, target audience, and budget constraints. Researched and identified appropriate media outlets and platforms for advertising placements.
• Negotiation- Negotiated with media vendors, such as TV stations, radio networks, publishers, and digital platforms, to secure favorable advertising rates and placements for clients.
• Budget Management- Managed advertising budgets effectively, ensuring that campaigns stay within budget constraints while maximizing reach and impact.
• Campaign Execution- Collaborated with internal teams, including account managers and creative teams, to ensure alignment of media strategies with overall campaign objectives.
• Monitoring and Optimization- Prepared and presented media plans, performance reports, and recommendations to clients. Resolved any issues or discrepancies related to media placements or billing.