Meghan DeFrancesco
Lansdale
Summary
Dynamic sales leader with a proven track record at driving revenue growth through innovative sales strategies and exceptional client relationship management. Expert in consultative selling and team leadership, I consistently exceeded targets, transforming marketing campaigns into measurable successes and fostering a culture of excellence within high-performing teams.
Overview
20
20
years of professional experience
Work History
VICE PRESIDENT, Supplier Sales
Advertising Specialty Institute
01.2024 - Current
- Directly managed and mentored a high-performing team of 10 sales professionals, specializing in the sale of digital and print advertising, as well as orchestrating large-scale shows and live events
- Spearheaded sales strategies that resulted in consistently surpassing annual revenue targets for four consecutive years, driving sustained growth and positioning the company as a market leader
- Managed and optimized the end-to-end sales process for live events and shows, ensuring flawless execution and exceeding client expectations in every facet of delivery
- Championed the launch of two innovative products, meticulously crafting comprehensive go-to-market strategies, detailed launch plans, and tailored sales training programs to ensure seamless market entry and rapid adoption
- Partnered closely with marketing to develop compelling sales collateral, impactful training initiatives, and data-driven promotional strategies, empowering the sales team with the resources needed for success
- Delivered executive-level coaching, strategic guidance, and regular performance assessments to cultivate a culture of excellence and high accountability within the team, fostering both individual and collective success
- Built and maintained strategic relationships with key clients, suppliers, and industry partners, ensuring the long-term growth of the business and solidifying the company's reputation as an industry innovator
Executive Director, Supplier Sales
Advertising Specialty Institute
12.2020 - 01.2024
Strategy & Business development consultant
NAPCO Media- Promo marketing brand
02.2017 - 09.2019
- Managed a sales territory selling marketing opportunities utilizing a consultative sales approach to help clients reach marketing goals
- Doubled sales territory by consistently exceeding sales year over year
- Strategized, executed and prepared analytics for my clients’ marketing campaigns which consisted of print, custom projects, video and an expanding digital product line
- I was the brand expert on video sales and projects, which included assisting my clients with conceptualization, storyboarding, timelines, filming, deliverables, etc
VICE PRESIDENT/publisher/brand director
NAPCO Media- Promo marketing brand
12.2013 - 01.2017
- As the Brand Director, I prepared and managed execution of our brand’s marketing strategy which included advertising, social media, product development, sales materials, event materials, etc
- As the Publisher, I managed all details, processes, and deadlines for our monthly publication and assisted in overall marketing design and content creation
- Conceptualized, developed all processes, and launched a successful hosted buyer event called Power Meetings (http://www.pmpowermeetings.com)
- Grew the event brand from 1 event in 2012, to 11 events in 2016 which bring in an annual revenue over 2 million dollars
- Created and managed all aspects of the brand identity including but not limited to marketing strategy, sales management, collateral and website design
- Grew the event brand through new channels by creating auxiliary events with industry partners
- Met and exceeded budgeted profit on the brand’s P&L, making the Power Meeting brand the most profitable event brand at NAPCO Media
Vice PRESIDENT/ASSOCIATE PUBLISHER
NAPCO Media- Promo marketing brand
03.2013 - 12.2013
ASSOCIATE PUBLISHER/MANAGING DIRECTOR OF Marketing and EVENTS
NAPCO Media- Promo marketing brand
04.2012 - 03.2013
ASSOCIATE PUBLISHER
NAPCO Media- Promo marketing brand
12.2009 - 04.2012
Regional account manager
NAPCO Media- Promo marketing brand
11.2006 - 12.2009
- Managed territory of accounts by working with clients over the phone and by visiting them either in-office or at Tradeshows
- Quadrupled my territory's revenue over the first 12 months on the job
- Built relationships with my clients and worked with them on a consultative basis to improve their marketing ROI
- Promoted to handle large territory spanning the entire west coast
inside sales representative
NAPCO Media- Promo marketing brand
12.2005 - 11.2006
- Managed territory of accounts by working with clients over the phone and by visiting them either in-office or at Tradeshows
inside sales representative
Yellowbook USA
07.2005 - 12.2005
- Managed inbound and outbound sales calls and accounts
- Assisted with the ad design process based on skills and needs assessment from the client
- Completed two week long sales training on advertising ROI and consultative sales approach
Education
Bachelors of science - Marketing
University of pittsburgh
04.2005
SPRING SEMESTER 2004 -
SEMESTER AT SEA
Skills
- Sales strategy
- Revenue growth
- Client relationship management
- Team leadership
- Market analysis
- Event management
- Consultative selling
- Analytical and critical thinker
Accomplishments
- ASI Rising Star Employee of the Year- December 2023
Timeline
VICE PRESIDENT, Supplier Sales
Advertising Specialty Institute
01.2024 - Current
Executive Director, Supplier Sales
Advertising Specialty Institute
12.2020 - 01.2024
Strategy & Business development consultant
NAPCO Media- Promo marketing brand
02.2017 - 09.2019
VICE PRESIDENT/publisher/brand director
NAPCO Media- Promo marketing brand
12.2013 - 01.2017
Vice PRESIDENT/ASSOCIATE PUBLISHER
NAPCO Media- Promo marketing brand
03.2013 - 12.2013
ASSOCIATE PUBLISHER/MANAGING DIRECTOR OF Marketing and EVENTS
NAPCO Media- Promo marketing brand
04.2012 - 03.2013
ASSOCIATE PUBLISHER
NAPCO Media- Promo marketing brand
12.2009 - 04.2012
Regional account manager
NAPCO Media- Promo marketing brand
11.2006 - 12.2009
inside sales representative
NAPCO Media- Promo marketing brand
12.2005 - 11.2006
inside sales representative
Yellowbook USA
07.2005 - 12.2005
Bachelors of science - Marketing
University of pittsburgh
SPRING SEMESTER 2004 -
SEMESTER AT SEA
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