Directv Work Values

Daily Duties at Directv:

DIRECTV is the #1 DBS satellite service with over 17MM subscribers; the leader in HD, PPV, Sports and original programming, consistently rated #1 in customer satisfaction over its multi-video cable and satellite competitors. • Managed up to 10 employees and multiple ad agencies (Deutsch, RappCollinsWorldwide, Razorfish, Tag, Fugitive et al), vendors, PR, legal and in-house web and creative services teams. • P&L responsibility for PPV and Special Products and DIRECTV telemarketing. Regularly achieved $500MM annual goal with a $30MM marketing budget. Consolidated telemarketing vendors to save DIRECTV $17MM in costs annually. • Acting Director of DIRECTV Relationship Marketing department - increased ARPU to industry high of ~$70. Further, DIRECTV achieved #1 satisfaction status ever since this initiative. Successfully segmented entire customer base for better target marketing and a lower overall cost per sale. • Charged with promoting 40+ PPV movies/month plus 12-20 concerts, adult product and 60 live and taped sporting and niche events each year. My team consistently attained 20% better buy rates on average than our competition. Through pricing and packaging, discounts, sweepstakes and added value offers we devised innovative marketing strategies, which were soon imitated by our industry peers. • Marketing executive behind the historic U2 on DIRECTV Month in 2001 – a million dollar FREEVIEW campaign with U2, DIRECTV, VH-1 and Best Buy. • Business owner of the DIRECTV FREEVIEW concert series, a monthly music program that aired new music DVD releases at no cost to customers. National customer awareness raised to 78% from 50%. Research showed awareness of this series made customer 5x less likely to disconnect. Executed numerous marketing partnerships with FYE, Target, Tower Records, MSN, Music Choice and Labels. • Responsible for the DIRECTV HD monthly subscription package launch. Managed business model, multiple cross-functional teams, set timelines, marketing calendar and revenue goals. • Launched the PPV ordering site of DIRECTV.com. My team researched and designed a fully interactive site where programming could be explored and purchased. This new channel of ordering soon made up 20% of the annual PPV revenue achieved each year. • Launched and managed DIRECTV PPV coupon policy and related company discounting programs. • Launched PPV Picks, a weekly e-newsletter that went from 0 to 1MM households in 18 months with the best open rate and lowest unsubscribe rate of any email program in the company. • Won the 2003 Belding Bowl Sweepstakes Prize with our agency, DEUTSCH on our PPV Movie Campaign. A twist on this campaign now serves as the 2007/08 DIRECTV general market campaign. • Acquired TiVo content and created programming showcases to sell PPV movies and events. First department to successfully embed TIVO ‘click and buy’ functionality into national PPV movie cross channel commercials on the DIRECTV platform. • Managed the barter arrangements with Westwood One radio and Jetblue Airlines, as well as a deal with E! Entertainment that featured weekly DIRECTV Music and PPV Movie segments. • Point person for multi-year BLOCKBUSTER/DIRECTV retail, web and TV partnership.

What they like about Directv:

Working for a company with an emphasis on social values and helping society is a clear and important priority for you - a critical factor in who you choose to work for. In contrast to other factors, you place an organization's reputation for fairness and concern for the community above most other aspects of the company. As you search for a new job opportunity, it is usually possible to find out if the company is involved in the community and/or if it is addressing problems and issues in society. Pay special attention to non-profit organizations and those specifically involved in social action. Moreover, speaking with current and former employees should enlighten you to perceptions of the fairness of the company's leaders and the treatment of employees.

Tags

marketing, sales, communications, team and consensus building, distribution and operations, customer service, creative campaigns, partnerships, MS Office suite, social media and blogging, PR, Budgeting, Research

Skills

These are some of the questions we asked our climbers about their experiences with Directv: