Summary
Overview
Work History
Education
Skills
Timeline
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Peter Dale

Broadstairs

Summary

Results-driven commercial leader with a proven track record of driving revenue growth for a multinational media organization over the past 15 years. Successfully led the Commercial team for Paramount across various channel networks and platforms, including Channel 5, My5, MTV, Comedy Central, and Nickelodeon. Managed UK commercial revenue lines encompassing Linear, VOD, FAST, Digital & Social ad sales, Sponsorship & Partnerships, AFP & Programme Finance, Live Events, and Premium Rate Telephony. Oversaw a significant third-party ad sales agreement with Sky Media, positioning Paramount as Sky's largest UK Channel Partner and serving as the primary contact for senior Trading and Partnership teams. Continuously identified and capitalized on new business opportunities to drive strategic alliances and revenue growth.

Overview

18
18
years of professional experience

Work History

VP, Ad Sales and Commercial Development

PARAMOUNT UK
07.2022 - 08.2024
  • Responsible for over £13million gross revenue across Linear, VOD, Social and Live Event pillars, delivering a 70% increase in total annual revenue over five years
  • Devised and directed Sky Media’s partnership go-to-market and pricing strategy, ensuring the sales team were equipped with the necessary channel and programming knowledge; to successfully represent Paramount in the marketplace
  • Established and monitored sponsorship revenue targets for Sky and approved valuation and deal prices for partnership packages
  • Negotiated multi-million-pound partnership deals, including Channel 5’s highest ever linear sponsorship agreement and secured the first ever VOD platform sponsor for My5
  • Built and maintained very strong relationships with advertising clients and UK media agencies resulting in a 40% boost in repeat business
  • Presented data driven insights to C-Suite and Finance teams on sponsorship revenue performance and wider market forecasts
  • Developed and led Paramount UK’s ad-funded content strategy, utilising product placement, programme finance and ad-funded programming models
  • Constructed and negotiated commercially viable funding models to provide the optimal outcome for both the channel and the funding partner
  • Secured Channel 5’s first successful terrestrial AFP initiative in seven years, resulting in a 58% profit margin
  • Expert knowledge of the relevant Ofcom and ASA laws and advertising codes, enabling a productive and solution-focussed relationship with the Content Legal team
  • Led the commercialisation of Live Events and Experiences including ‘MTV EMA London’, ‘MTV Crashes’, ‘Club MTV’, ‘FriendsFest’, ‘Milkshake! Live’; and ‘5 on the Farm’
  • Identified and assessed Event opportunities for revenue growth across Paramount channel brands and IP, to construct commercially viable Event P&Ls
  • Developed and led go-to-market strategy for new and existing events that delivered high margin partnerships, resulting in record annual Event net profits in excess of £1million
  • Oversaw delivery of all event partnerships from contract negotiation to partnership promotion and project management of all on-the-ground partner activity
  • Motivated and inspired a diverse team with a range of capabilities and skills, to exceed the total revenue target in thirteen consecutive years
  • Developed and coached the team in a way that enabled them to reach their potential with their roles and future careers, leading to an annual team promotion rate of 30%; and a staff retention rate of 100% throughout tenure
  • Communicated external and internal advertising revenue reports and forecasts to C-suite and Finance teams
  • Represented Paramount on various industry events and boards, enhancing the company’s visibility and securing strategic partnerships
  • Led cross-functional teams to drive strategic initiatives and enhance organizational performance.

Commercial Development Director

PARAMOUNT UK
06.2017 - 06.2022
  • Developed strategic partnerships to enhance market presence and drive revenue growth.
  • Managed negotiation processes with key stakeholders to secure favorable contract terms.
  • Mentored junior team members, fostering professional development and knowledge sharing.
  • Championed innovative ideas within the organization, leading to new product developments or process improvements.
  • Achieved revenue targets through diligent pipeline management and sales forecasting efforts.
  • Analyzed market trends to identify new revenue streams and optimise existing products or services.

Senior Business Development Manager

PARAMOUNT UK
03.2011 - 05.2017
  • Developed and executed strategic business initiatives to enhance market presence and revenue growth.
  • Analyzed market trends to inform product development and positioning strategies.
  • Streamlined processes for lead generation, improving efficiency and conversion rates.
  • Conducted competitive analysis to identify market gaps and inform strategic planning efforts.

Research and Insight Manager

DISNEY ESPN
01.2010 - 02.2011

Senior Research and Insight Executive

VIACOM BRAND SOLUTIONS
09.2006 - 12.2009

Education

BA (Hons) - Marketing

University of Greenwich
London, ENG
01.2006

Skills

Contract negotiation expertise

  • Profit and loss management
  • Advanced client management
  • Sales Presentation Design and Delivery
  • In-depth understanding of Ofcom regulations
  • Highly skilled Communicator and Presenter
  • Deep knowledge of BARB/TechEdge tools
  • Revenue Forecasting and Target formulation

Timeline

VP, Ad Sales and Commercial Development

PARAMOUNT UK
07.2022 - 08.2024

Commercial Development Director

PARAMOUNT UK
06.2017 - 06.2022

Senior Business Development Manager

PARAMOUNT UK
03.2011 - 05.2017

Research and Insight Manager

DISNEY ESPN
01.2010 - 02.2011

Senior Research and Insight Executive

VIACOM BRAND SOLUTIONS
09.2006 - 12.2009

BA (Hons) - Marketing

University of Greenwich

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Peter Dale