Robert Mercado

Experience

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  Disney ABC Television Group

  Jan 1994 - Jan 1996

  • Marketing & Research Assistant

    Jan 1994 - Jan 1996

  • Marketing & Research Assistant

    Jan 1994 - Jan 1996

  • Marketing & Research Assistant

    Jan 1994 - Jan 1996
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  CBS

  Jan 1996 - Apr 1997

  Senior Consumer Research Analyst - CBS Cable/Group W Satellite Communications

  * Provided qualitative and quantitative research presentations and collateral material for TNN: The Nashville Network, CMT: Country Music Television (Domestic and International), CBS TeleNoticias and CBS Eye On People. * Compiled and interpreted MRI Product Usage reports for the Local Ad Sales and Nashville Research departments.* Created density maps using Claritas/MarketQuest for the affiliate relations & sales and marketing departments (in Stamford, Denver and Miami) showing product usage information and demographic makeup for cable system, zip code, county, DMA, and state boundaries.* Analyzed and processed ratings and audience composition reports with the use of Nielsen Fastrak information and Nielsen CAP (Cable Audience Profile Reports)* Updated databases and performed analyses with the use of SoundScan for music purchases, and Impromptu for cable subscriber information.* Translated sales presentations and proposals from Spanish to English and vice versa. Show less

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  ESPN

  Apr 1997 - Oct 1999

  Research Manager, International

  * Provided qualitative and quantitative research presentations on ESPN Latin America, ESPN Dos and ESPN Sur for the International Ad Sales and International Programming Departments (NY; with the use of the Los Medios y Mercados de Latinoamérica (LMML) studies and IBOPE ratings data (Argentina, Mexico and Pan-Regionally).* Developed product usage presentations with the use of LMML on ESPN and competitors for International Ad Sales reps and clients.* Created weekly, monthly and quarterly daypart and program ratings reports and analyses based on IBOPE data.* Conducted weekly meetings with International Ad Sales and Programming to present reports, address questions, requests and concerns.* Responsible for quarterly programming presentations; with the International Programming Department. * Translated sales presentations and proposals from Spanish to English and vice versa.* Assigned research projects to senior research analyst. Show less

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  El Sitio Inc

  Oct 1999 - May 2000

  Account Executive

  * Handled ad sales for the Northeastern Region.* Worked directly on new and existing business accounts.* Acted as liaison between the Account Management, Marketing and Financial Departments as well as the local offices in Latin America for various clients.* Developed strategic international media plans, including pan-regional buys.

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  Sony Pictures Television Latin America

  Jun 2000 - Apr 2003

  Research Director

  * Responsible for all advertising sales research for SONY/Columbia's represented networks (AXN, E! Entertainment Latin America and SONY Entertainment Television) and providing this information to the SPTI sales offices in Miami; Mexico City and Sao Paolo; and representatives in Argentina, Chile, Colombia, Peru and Venezuela with extensive use of Target Group Index Latino (TGI) Qualitative study and IBOPE and AGB for quantitative (ratings, share, reach & frequency, etc.) data.* Re-structured the entire international research department, especially with the implementation of the TGI study and software (Choices 3) and the AGB TeleMonitor System for Venezuela ratings. Also expanded the IBOPE system with the new Brazil, Chile and Multi-Country ratings in addition to Argentina and Mexico.* Implemented weekly, monthly and quarterly daypart and program ratings reports. * Provided sales with updates and trainings on international research findings and industry-related issues via weekly sales meetings and "lunch-and-learn" presentations mostly in the Miami office and, at times, CTIT offices in NY and Latin America. * Assisted sales in client presentations (either in English or Spanish) within the United States and Latin America to help present research findings.* Provided added research for the Mexico City office's other represented networks: A&E Mundo, The History Channel and Warner Channel.* Consulted and provided input on research projects for each channels' research departments in terms of ratings analysis, focus groups and new programming launches.* Assigned and oversaw all research projects to senior research analyst. Show less

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  NBCUniversal Telemundo Enterprises

  Apr 2003 - Aug 2003

  Research Associate (Temporary) - Telemundo Network Group

  * Responsible for overnights and weekly ratings analysis/tracks for the US Hispanic market for national ratings (with the use of Nielsen Galaxy Explorer).* Responsible for overnights and weekly ratings analysis/tracks for the US Hispanic market for local market ratings (Telemundo's owned-and-operated markets) (with the use of Nielsen Galaxy Navigator).* Created entire Miss Universe 2004 analysis for Telemundo national and owned & operated markets (with the use of Nielsen nPower).

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  E! Entertainment Television

  Aug 2003 - Jun 2009

  Marketing Research Director - E! Entertainment Television Latin America

  * Responsible for all advertising sales and programming research for E! Entertainment Latin America and providing this information to all of its representative sales offices in Miami; as well as E! Latin America's operations offices; as well as E! Latin America’s operations offices in Caracas, Venezuela.* Over-hauled the entire international research department, especially with the implementation weekly, monthly and quarterly daypart and program ratings reports with the use of IBOPE and AGB (ratings, share, reach & frequency, etc.). * Provided sales with updates and trainings on international research findings and industry-related issues via monthly sales meetings and "lunch-and-learn" presentations mostly in the Miami office and at E! Latin America's operations offices in Caracas, Venezuela.* Assisted sales in client presentations (either in English or Spanish) within the United States and Latin America to help present research findings aided with the use of the Target Group Index Latino (TGI) Qualitative study.* Consulted and provided input on research projects for E! in terms of new research tools purchased by the HBO Latin America Group, ratings analysis, focus groups and new programming launches.* Organized and managed focus groups in E!'s major markets throughout Latin America working closely with local providers in questionnaire development and interviewee selection.* Responsible for advertising sales in E! Latin America's newest sales market, Puerto Rico. Show less

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  BBC

  Jun 2009 - Sept 2015

  Director, Ad Sales & Programming Research - BBC Worldwide Channels Latin America & US Hispanic

  * Responsible for all advertising sales, affiliate sales, programming, marketing and on-line research for the BBC Worldwide Channels in Latin America, namely, BBC Entertainment, BBC HD and CBeebies, as well as CBeebies for the US Hispanic market * Provided research support for the ad sales office in Mexico City via monthly trips which included accompanying sales reps on client meetings where I presented research findings to support investment on our channels* Created weekly, monthly, quarterly and yearly daypart and programming ratings reports with the use of IBOPE ratings data and software (ratings, share, affinity, adhesion, reach & frequency, etc.) * Further assisted ad sales in client presentations (either in English or Spanish) within the United States and Mexico to help present research findings aided with the use of the Target Group Index Latino (TGI) - Kantar Media - Qualitative study* Provided research support for the affiliate sales department to help expand coverage of BBC Entertainment, CBeebies and BBC HD on prospective cable systems all throughout Latin America and the US Hispanic market (CBeebies)* Aided marketing in their on-line efforts with the use of on-line focus groups and creating demographic presentations supported by on-line measurement services and tools* Provided research and insight to the growing Digital and Consumer Products departments; incorporated digital analyses for LATAM office using key tools such as Google Analytics, Social Bakers, Cyfe, Sprout Social, Instagram-Stats and Facebook Insights* Consulted and provided input on research projects for the BBC Worldwide headquarters in London for global presentations* Organized and managed focus groups in Mexico City with local providers in questionnaire development and interviewee selection* Assigned research projects to research analyst Show less

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  Olympusat Media

  Aug 2016 - Nov 2017

  Account Manager

  * Create a sales infrastructure to maximize the selling of commercial inventory (including long-form, short-form, product placement and sponsorship)* Identify and develop strong relationships with key media buying agencies and clients using advertising and research that will optimize and increase revenue * Develop and manage a robust sales team in the U.S. and Latin America in an effort to build and increase sales activity* Prospect and sell to advertisers looking to invest in Olympusat’s suite of English and Spanish language channels, as well as its faith-based (Christian) networks* Strategically develop programs that sales representatives can present and sell to advertisers* Responsible for advertising revenue to Olympusat's commercially driven networks* Develop relationships with internal media resources and platforms to optimize cross-platform opportunities* Develop quarterly strategic plans, weekly projection reports as well as set budgets and goals for staff* Develop standards of performance, evaluate performance and conduct performance management planning* Maintain ongoing communication with direct reports to review programs, provide feedback, discuss new developments and exchange information* Attend TV Network and Digital industry special events (such as NRB, NATPE) Show less

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  BeIN MEDIA GROUP

  Nov 2017 - Aug 2024

  Sr. Manager, Insights & Analytics

  I support the Multimedia Ad Sales and Programming teams for beIN Sports. Responsible for creating materials that position beIN SPORTS positively for the Ad Sales team. Interpret data into usable format and provide competitive insights for internal and external purposes.* Oversee all advertising sales, affiliate sales, programming, marketing and digital research for the beIN SPORTS Networks, namely, beIN SPORTS (English-Language) and beIN SPORTS en Español for the US Hispanic market, as well as beIN SPORTS XTRA (OTT) * Assign research projects to research managers (Research Manager and Manager of Digital Analytics & Insights)& Research support for Ad Sales office in New York City, including quarterly trips with sales reps on client meetings; attend industry events* Provided ratings estimates to Ad Sales with the use of Lake5 Media software* Weekly, monthly, quarterly and yearly daypart and programming ratings reports using Nielsen ratings data and software; expanded our Nielsen suite of software for audience analyses (i.e., Nielsen Fusion)* Implemented MRI Research for beIN SPORTS Networks – helped to increase our ad sales budget and goals* Provide research for affiliate sales department to help expand coverage of beIN SPORTS Networks within the U.S. * Aid marketing with on-line efforts using focus groups and demographic presentations supported by on-line measurement services/tools* Provide research and insight to the growing Digital department using key tools such as Google Analytics, Instagram-Stats, Quantcast, as well as measurement of OTT platforms (namely, PlutoTV and Samsung)* Consult with input on research projects for beIN SPORTS’ Content Acquisitions Team in London Show less