Katerina Ebert White

Experience

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  U.S. Coast Guard Reserves

  May 2006 - Jan 2018

  Yeoman - First Class Petty Officer

  I was the Reserve Human Resources Manager in the Seattle office. In my role, I had to be a key problem-solver, counselor and source of information to personnel on questions ranging from career moves, entitlements and incentive programs such as retirement options and veteran's benefits. Typical areas of responsibility included: payroll certification and delivery; preparing military travel orders and arranging transportation, including shipment of household goods; preparing correspondence; and maintaining files and administrative records. I was highly involved with logistics for events surrounding the Coast Guard including gatherings and events in theatre. Also, established and oversaw the Command social media presence and Command website. Show less

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  Sound Publishing

  May 2007 - Apr 2010

  Marketing Representative
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  The E.W. Scripps Company

  May 2010 - Jan 2015

  I managed the digital sales performance for the local account managers, and team of regional digital account executives as well as supporting the digital sales plan of the local Kitsap Sun market. I provided input to the corporate digital team and local leadership including the market's publisher regarding market conditions, competition, and effectiveness of the digital sales plan. I would develop, recommend and execute actions to gain market share in the region.I was also accountable for the full scope of management of sales people including establishing and measuring sales goals, providing performance feedback and coaching to ensure team members achieve key performance indicators. Show less

  • Digital Sales Manager (Northwest)

    Sept 2013 - Jan 2015

  • North Kitsap Accounts Manager - Kitsap Sun

    May 2010 - Sept 2013
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  McClatchy

  Jan 2015 - Nov 2022

  Empowering Teams, Optimizing ResultsAs Director of Sales Enablement at McClatchy, I spearheaded the transformation of our sales force across 30 diverse markets. Leveraging data-driven insights and cutting-edge tools, I empowered our teams to navigate the evolving media landscape and consistently exceed expectations.My key achievements include:- Unified CRM Strategy: Standardized and optimized CRM and sales tool systems across all markets, fostering real-time data integration and actionable insights, leading to a large increase in sales pipeline visibility.- Impactful Training & Development: Designed and delivered engaging training programs, equipping sales teams with the skills and knowledge to tackle new challenges, resulting in a 20% increase in average deal size.- Automation Champion: Identified and implemented automation opportunities across the sales cycle, boosting efficiency and freeing up valuable time for relationship building, leading to a 10% reduction in administrative time.- Performance Optimization: Refined and optimized the sales process across all markets, ensuring consistency, transparency, and maximum conversion rates, resulting in an increased win rate.- Collaborative Leadership: Fostered a culture of open communication and best-practice exchange, uniting diverse teams into a single, high-performing unit, leading to improved employee morale and increased cross-market collaboration. Show less As Director of CRM & Sales Optimization for McClatchy's Advertising Division, I was a seasoned strategist with a proven track record of optimizing complex, multi-market sales operations. Leading sales teams across 30 diverse markets.Unified CRM Strategy: Spearheaded the standardization and optimization of CRM systems across 30 markets, fostering real-time data integration and actionable insights.Data-Driven Decisions: Empowered sales teams with powerful dashboards and reporting tools, transforming data into strategic guidance for every step of the sales cycle.Impactful Sales Enablement: Developed and delivered impactful training programs, equipping sales reps with the skills and knowledge needed to excel in the ever-evolving advertising landscape.Intelligent Automation: Identified and implemented automation opportunities to streamline workflows, boost efficiency, and allow sales reps to focus on building client relationships.Sales Process Optimization: Refined and optimize the sales process across all markets, ensuring consistency, transparency, and maximum conversion rates.Collaborative Leadership: Fostered open communication and best-practice exchange between markets, uniting diverse teams into a single, high-performing unit. Show less Responsible for (15) market sales teams and the adoption and usage of the Salesforce CRM. Worked directly with leaders and account executives to apply opportunities and pipeline information into the system through regular training. My team also owned writing and teaching all training that focused on the Salesforce tool and applying to real-life sales process scenarios.Behind the scenes, co-managed the operations of the system, applied new workflows and processes, created, analyzed and presented reporting to C-Suite executives, and oversaw overall maintenance and enhancements of the system. Applied new tools on the Salesforce platform such as High Velocity Sales and Einstein Analytics. Managed and mentored a Junior Admin that assisted in new user creation and overall user cases.Noteable Moments Include:- Increased Sales Adoption: Witnessing reps leverage Salesforce with newfound confidence, leading to a 20% increase in user adoption rate.- Boosted Revenue: Celebrating wins as data translates into action, resulting in a 17% increase in conversion rates.Improved Efficiency: Witnessing streamlined workflows freeing up valuable time for relationship building and strategic planning.Enhanced Collaboration: Feeling the power of unity as markets share best practices and support each other's growth. Show less As a Trainer I was responsible for training the sales teams across the (30) McClatchy markets and developing sales training curriculum. Curriculum includes sales process, research tools, and digital solutions. During my time in this role, I was a part of a team that developed a full training campus (Blueprint) for McClatchy's sales teams. My knowledge and background of all digital solutions and the sales process, and how to apply them into the account executives sales day was key in being successful in this role. Some of the digital solutions that I worked with included: SEM, Audience Extension/Retargeting, SEO, Social Media, E-mail Marketing, Native Advertising, and Reputation Management. Show less Was a key driver of new digital revenue for the local Tacoma market. Part of the work was working closely with the account executives facilitating revenue growth for digital media. This included developing proposals, pricing and presentations and managing, optimizing and reporting on campaigns to drive incremental revenue. There was also responsibility for developing new business and growing existing accounts on my own desk through the sale of the extensive digital product suite including Web, Mobile, and E-Mail Marketing, Search Engine Marketing, Reputation Management and Social Media advertising. Held a desk that drove revenue over a million dollars annually. Worked with SMB, Corporate level, and Agency style businesses regularly. Show less

  • Director of Sales Enablement

    Apr 2022 - Nov 2022

  • Director of CRM and Sales Optimization

    Mar 2021 - Apr 2022

  • Salesforce Success Manager, Administrator, and Trainer

    Oct 2017 - Mar 2021

  • Corporate Sales Field Trainer

    Aug 2016 - Oct 2017

  • Digital Specialist - The News Tribune

    Jan 2015 - Aug 2016
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  Hearst Newspapers

  Nov 2022 - now

  My main objective in my role is to empower our sales team at the Houston Chronicle to reach new heights through strategic automation and cutting-edge tools. I'm passionate about bridging the gap between knowledge and action, ensuring our advertising teams are equipped to conquer every challenge.Act as a Champion of Automation: - Champion the implementation of automated workflows and processes, freeing up valuable time for our reps to focus on building relationships and closing deals. - Identify opportunities to streamline our sales operations from onboarding automation to lead scoring and nurturing.Architect of Learning: - I design and deliver impactful training programs, tailored to the specific needs of our diverse sales team. - This includes: mastering new CRM tools, honing sales process skills, or crafting compelling presentations, I ensure our reps are armed with the knowledge and confidence to excel.Sales Tool Guru: - It is important to stay ahead of the curve, constantly evaluating and implementing the latest sales enablement tools and technologies. - From data visualization platforms to AI-powered coaching apps, I equip our team with the resources they need to make informed decisions and drive results.Metrics Maestro: - Part of my role includes tracking key performance indicators (KPIs) to measure the effectiveness of our training programs and automation initiatives. - By analyzing data and identifying areas for improvement, I ensure our efforts are continuously optimized for maximum impact.Culture Catalyst: - Foster a culture of continuous learning and collaboration within our sales team. - I encourage knowledge sharing, peer-to-peer mentoring, and open communication, creating an environment where everyone feels empowered to contribute and grow. Show less

  • Director of Sales Operations and Enablement - Hearst Newspapers

    Sept 2024 - now

  • Sales Enablement and Training Manager - Houston Chronicle

    Nov 2022 - Sept 2024