A Track Record of

Building What’s Next

RYAN BUTTON • VICE PRESIDENT & GENERAL MANAGER

About.

Defining Opportunity in a High Growth Market

Phoenix is one of the fastest growing, most dynamic DMAs in the country, home to a powerful blend of longtime residents, retirees, and new transplants. It’s a market that demands innovation, strategic leadership, and multiplatform thinking. This is exactly the kind of environment I thrive in.

My career has been building toward this. As a former Regional Digital Director, I led revenue strategy across 20+ Nexstar markets. Now, as Director of Sales at CW33 in Dallas, I’ve transformed a non-news CW station into a record-breaking operation across both digital and broadcast.

I also launched and scaled my own agency from $0 to $3.2 million in just three years with a lean team, learning how to innovate, sell, and execute under pressure. At Hubbard, I reimagined the company’s digital product suite, sourced new vendors, and developed go-to-market strategies that positioned the brand for long term growth.

Across every stop—from Sinclair to Townsquare to Nexstar—I’ve delivered top-tier results

These aren’t just wins—they’re replicable blueprints for sustainable growth.

An Entrepreneur’s Edge

Owning and growing an agency gave me the mindset of an operator. I know how to move fast, stay efficient, and drive performance with accountability. That edge shows up in how I lead teams, build partnerships, and manage budgets like an owner, not just a manager.

Why Phoenix—Why Me

This role represents the ideal next step. Phoenix is a high-growth market ready for transformation. I’ve rebuilt departments, launched original content, and led digital evolution across multiple companies. I’m not here to maintain—I’m here to lead, build, and win.

Cover Letter
Resume
30-60-90 Day Plan

Work.

Notable Wins

Notable Wins at Nexstar:

  • Currently #1 in Nexstar YTD for % to digital budget at 123% of our annual goal halfway through the year.
  • The only time CW33 has hit its digital budget under Nexstar ownership has been under my leadership.
  • Surpassed first-half total core broadcast budget for the first time in CW33 history.
  • Closed $2M+ in Texas Rangers billing with just 4 weeks of runway.
  • Generated over $300K in high school football revenue despite rating challenges.
  • Launched “Fast & Functional” with over $100K in sponsorships secured pre-launch.
  • Set a new station record for New Local Direct (NLD) in 2024.
  • 2022 KDAF 202% CORE 189% DMS
  • Rebuilt the CW33 sales department, growing from 6 to 15 AEs and building an all new management team.
  • Proven success in combining local content, sales strategy, and cross-platform execution.

Past Accomplishments

  • 2017 Sinclair finished 157% to New business goal (3rd in the country) 212% to the digital budget (2nd in the company).
  • Top New Business and Digital Revenue for Townsquare in 2020 and 2021 (Director of Sales) 4th largest revenue market, 5 different radio stations.
  • Hubbard Broadcast #1 in digital every year.
  • Grew Digital Agency from $0 – 3.2 million in revenue in 3 years with 13 employees – All New Business.

Work Skills.

DIGITAL FIRST.

Digital Acumen

I’m a proven media leader with a consistent record of driving digital, broadcast, and new business growth. At CW33, I’ve led Nexstar in digital budget performance 123% to goal midyear, and the station has only ever hit its digital targets under my leadership. I’ve launched new revenue streams like “Fast & Functional” ($100K+ presold), closed $2M+ in Rangers billing in just 4 weeks, and set a station record for New Local Direct sales in 2024. I rebuilt the sales team from 6 to 15 AEs, added new leadership, and helped CW33 exceed its core broadcast budget for the first time. I’ve consistently ranked #1 in digital performance at multiple media companies, including Nexstar, Hubbard, Sinclair, and Townsquare. With deep experience in scaling teams, launching cross-platform strategies, and delivering results, I’m ready to lead in Phoenix.

I simplify the complex. I teach AEs to lead with business solutions, using data-rich narratives to demystify Nexstar’s products. I frame first-party data and OEM-certified solutions as precision tools to reach real buyers, not just impressions.

My approach to building a successful, future-proof sales team starts with creating a layered support system that empowers AEs to lead with confidence in the digital space. I train Account Executives to become true digital consultants, not just order-takers, ensuring they can independently pitch, strategize, and close cross-platform campaigns. This foundation is strengthened by hands-on digital coaching and ongoing support.

I prioritize consistent growth through weekly digital training sessions, personalized one-on-one coaching focused on refining pitch strategy and market insights, and tactical sales contests that directly tie to product adoption and revenue goals. This multi-pronged system develops a digitally sophisticated sales culture that’s proactive, not reactive, built for long-term, scalable success. It’s how we’ve not only hit budgets but set records.

Ad Sales Leadership

  • At KDAF: Took the station from 41% of digital budget in 2023 to 121% YTD in 2025. I returned in December 2023 and immediately focused the team on high-margin digital opportunities and rebuilding a new team.
  • “Fast and Functional” Auto Show: Created and sold a locally produced auto series that drove $100K+ in pre-launch sponsorships. The time period was previously generating less than $2K annually.
  • New Local Direct: Set an all-time record for CW33 in 2024 in NLD revenue, up +26% YOY.
  • Texas Rangers: Closed $2M+ billing with just 4 weeks of runway
  • High School Football: Generated over $300K revenue despite rating challenges
  • Top 33– Franchise, to highlight standout businesses making waves in their industries, resulted in 90K in NLD & Core revenue
  • Cheryl and Vicki took a non-profit relationship to over 100k  in NLD & Core in the form of paid programming
  • Weather Sponsorship, Utilizing Nexstar’s corporate Weather team, we were able to do quick weather updates, resulting in $200k on NLD in 2024
  • Sinclair launched a FB live newscast series, same time every day, off-the-cuff reporting, annual sponsorship sold for 60K each year. (Digital only)
  • Townsquare, during COVID partnered with Saratoga racetrack to broadcast the races over 400k in revenue. (from $0)

Management Approach

I’m a servant-leader who wins by empowering people with clarity, accountability, and energy.

P=MV

At the heart of our success is a simple yet powerful principle:

Momentum (P) is the product of mass (M) and velocity (V).

Mass

At Nexstar, mass represents the knowledge, skill sets, and collective capability of our team; it’s the foundation we build through continuous learning, training, and development. But mass alone isn’t enough.

Velocity

Not to be confused with speed, it is about focused direction. It reflects our ability to align that collective knowledge toward shared goals, ensuring every initiative has purpose, every campaign has clarity, and every person moves in sync.

Together, mass and velocity create unstoppable momentum, the kind that not only drives revenue and performance but transforms culture, accountability, and results across platforms.

Momentum in motion.

  • Team Culture: High trust, high performance. I create urgency without fear and align everyone to a single mission. I focus on small wins that stack into big wins.
  • Structure: Audit current AE capabilities, align roles around key categories (auto, health, events, lifestyle), and add strategic AE headcount based on market opportunity with a digital focus.
  • Priorities: Build digital and sponsorship budgets into every conversation. Integrate content + revenue planning into quarterly forecasting.

Content Leadership

  • Fast and Functional (CW33): Branded content series in partnership with Clay Cooley Auto. Created $100K+ in new revenue with a multi-platform approach. This was in a time period that historically only generated $2,000 annual revenue.
  • Top 33- Franchise, to highlight standout businesses making waves in their industries, resulted in 90K in NLD & Core revenue
  • Cheryl and Vicki, took a non-profit relationship to over 100k  in NLD & Core in the form of paid programming
  • Weather Sponsorship, Utilizing Nexstar’s corporate Weather team, we were able to do quick weather updates, resulting in $200k on NLD in 2024
  • Sinclair launched a FB live newscast series, same time every day, off-the-cuff reporting, annual sponsorship sold for 60K each year. (Digital only)
  • Townsquare, during COVID partnered with Saratoga racetrack to broadcast the races over 400k in revenue. (from $0)

Fast & Functional

Top 33

Weather Sponsorship

Cheryl & Vicki Show 

Facebook Live – Producer’s Briefing:

TownSquare:

Influence A to Z is a lifestyle series that taps into the power of local and regional influencers as they explore the best of Phoenix—from food and fashion to fitness and events. Each episode features a themed adventure (like “Dessert Brunch Crawl” or “Best Hikes with a View”), combining on-location experiences with behind-the-scenes moments that highlight each influencer’s unique personality and perspective.

Nailed It or Failed It

is a quick hit, personality driven series that challenges viewers to recreate influencer inspired projects across categories home, beauty, fashion, food, tech, and more. The twist? Not everything goes as planned.

Viewers are encouraged to submit their own attempts both wins and fails based on each episode’s theme. And when the glue gun melts down or the recipe flops, we cue the “Ask the Expert” segment, featuring a trusted local pro who shows how to actually get it right.

If you nail it, great. If not? No shame just call in the expert.

Heat & Horsepower (similar to fast & Functional) is a fast-paced lifestyle and automotive series that explores how Phoenix moves — literally. Each episode features a local business, personality, or vehicle innovation that reflects the Valley’s unique car culture, outdoor lifestyle, and love for function that fits the desert climate.

Whether it’s showcasing a family SUV built for Sedona weekends, a custom off-road shop in Mesa, or the latest EV conversion trend in Scottsdale, Heat & Horsepower keeps it short, stylish, and sponsor-ready.

Valley Underdogs is a weekly sports and lifestyle series that highlights the grit, hustle, and heart behind Phoenix’s lesser-known sports scenes. From semi-pro football and women’s leagues to adaptive sports, niche athletic communities, and rising youth talent, this show tells the stories that don’t make the mainstream—but deserve the spotlight.

Each episode blends game footage, behind-the-scenes access, and human-interest storytelling. Whether it’s a female linebacker juggling two jobs or a roller derby team building a movement, Valley Underdogs gives viewers a raw, inspiring look at the athletes who play for passion, not paychecks.

CW7 will launch a network of unbranded, hyperlocal Social Media accounts across the Phoenix DMA such as Scottsdale Obsessed, Tempe Obsessed, and Gilbert Obsessed. These accounts will focus on relatable hyper-local lifestyle content, trending Reels, and user-generated highlights to build community engagement and trust. Each page will organically promote CW7’s OTT & linear content and station initiatives without overt branding, while also offering soft sponsorship opportunities for local businesses. The strategy is designed to drive high engagement, support audience growth across platforms, and create new monetization channels through community–centered storytelling.

My approach begins by aligning audience interest with advertiser opportunity, building content that Phoenix consumers genuinely want to watch, while making it sponsor-ready from day one. This balance is key to launching a sustainable and monetizable OTT/CTV platform.

First, I’d develop efficient, evergreen formats that reflect the lifestyle, energy, and diversity of the Valley,  built to work across OTT, social, and web. Shows like “Influence A to Z” tap into the power of local creators while offering flexible sponsor integrations for categories like dining, fashion, and wellness. “Nailed It or Failed It” directly challenges viewers to recreate influencer inspired projects across categories home, beauty, fashion, food, tech, and more. The twist? Not everything goes as planned and “Heat & Horsepower” speaks to the Valley’s car culture while providing high visibility placement for auto dealers and customization shops.

We’d also build unique inventory for passion-based content like “Valley Underdogs”, creating brand-safe environments for community-focused sponsors who want to be part of something deeper than traditional sports media.

To amplify this content, I would use our unbranded social media accounts (like “Gilbert Obsessed” or “Scottsdale Obsessed”) to seed clips, build audience engagement, and create demand that drives viewers to the OTT platform. These community-first pages give us flexibility to promote across neighborhoods and verticals without being tied to the station brand, creating a more shareable, grassroots feel. Each piece of content would be edited with social in mind, feeding discoverability and allowing sponsors to benefit from multi-platform exposure (pre-roll, in-show, and social amplification).

On the monetization side, I’d lead with multi-platform sponsorships and vertical-specific packages. We’d empower AEs to sell confidently and train them to pitch with full-funnel storytelling in mind.

With the right content mix and sales strategy, the OTT app becomes more than a streaming product; it becomes a platform for Phoenix to see itself and for advertisers to embed within the culture.

Challenges

Phoenix is a market full of potential, but like any high-opportunity operation, it needs an entrepreneurial leader who can create structure, unlock revenue, and rally a lean team toward results. That’s exactly the leadership I’ve demonstrated throughout my career.

At CW33 in Dallas, I returned in December 2023 to a station that had hit just 41% of its digital budget the year before. I drove a full turnaround, leading CW33 to exceed budget in 2024 and already at 123% of its annual digital goal mid-year 2025, currently #1 in Nexstar for percentage-to-goal. I rebuilt the entire sales department, growing from 6 to 15 AEs, implemented a layered training approach, and reinstalled a culture of accountability and forward motion.

My strategy has always been grounded in resourceful innovation, launching low-cost, high-revenue content like Fast & Functional, which closed $100K+ in sponsorships pre-launch in a time period that had previously generated less than $2K annually. I led record-breaking New Local Direct revenue in 2024 (+26% YOY), generated $2M+ in Texas Rangers billing with just four weeks of lead time, and turned high school football, despite rating challenges, into a $300K+ revenue stream.

Beyond CW33, I’ve proven this approach time and time again:

  • At Sinclair, I created a daily Facebook Live newscast that sold for $60K annually in digital sponsorships.

  • At Townsquare, I partnered with Saratoga Racetrack during COVID to broadcast races, driving $400K+ in new revenue from zero.

  • At Hubbard, I reimagined the digital product suite, sourced vendors, and developed new go-to-market strategies that elevated the brand’s digital footprint.

These wins weren’t accidental. They came from identifying gaps, aligning team focus, and executing fast. I thrive in markets that require strategic rebuilding and multi-platform innovation. That’s why Phoenix, a dynamic, growing market with room to scale, is the perfect next chapter.

With a proven track record of building teams, launching content, and generating revenue where none existed before, I’m not just prepared to meet Phoenix’s challenges; I’m ready to turn them into wins.

I focus on building smart workflows and targeted training to maximize efficiency with a lean staff. By standardizing processes, leveraging automation, and clearly defining roles, I ensure our team operates at full capacity without burnout. I invest in cross-training and ongoing education so every team member is equipped to perform at a high level, step in where needed, and stay aligned with our goals—turning a smaller staff into a high-performing, agile unit.

  • KDAFSales.com
    • is a centralized, all-in-one platform designed to streamline the sales process for Account Executives at CW33. It serves as a hub where AEs can easily find and submit everything they need—from orders and creative requests to digital assets and campaign recaps. The site facilitates cross-departmental communication, allowing seamless collaboration between sales, production, and digital teams. It also provides transparency and oversight for managers, making it easy to track submissions, approvals, and progress in real time. In short, it’s a one-stop shop that increases speed, accountability, and alignment across the entire sales operation.
  • CTV/OTT Calculator
    • I built a CTV/OTT Impressions Calculator to simplify and speed up the budgeting process for our team. By instantly generating estimated impressions in a market, this tool helps AEs confidently present data-backed proposals to clients, ultimately making it easier to justify larger investment levels. It removes guesswork, ensures consistency, and empowers our sellers to close more high-value deals by clearly communicating the scale and value of CTV/OTT campaigns
  • Onboarding program: 

    • Our onboarding program at CW33 is designed to quickly ramp up both experienced and new-to-media Account Executives. With two tailored tracks, it combines hands-on training, mentorship, and platform immersion to ensure every AE is fully prepared to sell across linear and digital. From mastering tools like Wide Orbit and Matrix to completing a final pitch project, the program builds confidence, drives early success, and aligns each AE with our sales strategy, workflows, and culture—accelerating productivity and performance from day one.

  • Annual AE Training Camp
    • Each year, we host a Sales Training Camp—a back-to-basics reset designed to realign our team around expectations, core selling fundamentals, and evolving best practices. It’s an intensive, high-energy session that reinforces workflows, accountability, product knowledge, and our station’s sales culture. This annual camp ensures every AE—new or veteran—is equipped, engaged, and focused for the year ahead.
  • Coffee Club
    • A weekly digital-focused training series, created to maximize efficiency and upskill our team, especially important with a lean staff. It’s a casual, judgment-free environment where there are no dumb questions, allowing AEs, managers, and support staff to ask, learn, and engage with digital concepts in real time. Whether it’s demystifying new products, refining pitches, or troubleshooting campaigns, Coffee Club ensures our entire team stays sharp, aligned, and confident. By fostering continuous learning in short, digestible sessions, we build cross-functional digital knowledge that reduces bottlenecks, drives adoption, and creates a more agile, self-sufficient team.
Specific Results

  • Digital: +147% YOY growth in 2022. +79% growth in 2024. #1 in Nexstar for % to digital budget in years I was at station. Only time KDAF ever hit a digital budget, I led it.
  • NLD: $734K in 2024 — all-time record. +26% YOY increase.
  • Core Broadcast: Led KDAF to first time ever exceeding core budget in a half (2025).
  • Content Revenue: Sold $100K+ sponsorships before airing a single episode of Fast & Functional. 90K+ from Top 33 Franchise, 200k from Weather Sponsorship Franchise, 100k in NLD and core from new content partnership with Cheryl and Vicki, 60k from FB live newscast, 400k from new partnership at Townsquare/Saratoga racetrack.
  • Consistently sold over 300k in high school football every year, despite rating challenges.
  • Closed $2M+ in Texas Rangers billing in debut year, with just four weeks’ notice of the partnership.
  • Rebuilt the sales department – expanded from 6 to 15 AEs, installed all new management.
  • 2017 Sinclair finished 157% to New business goal (3rd in the country) 212% to digital budget (2nd in company).
  • Top New Business and Digital Market for Townsquare in 2020 and 2021
  • Hubbard Broadcast #1 in digital % to budget during full tenure
  • 2022 KDAF- 202% CORE 189% DMS
  • Grew Digital Agency from $0 – 3.2 million in revenue in 3 years  with 13 employees – All New Business

Match.

A Job Description Built for Me

The Ideal Candidate

We’re seeking a next-generation media executive—someone who thrives at the intersection of content, commerce, and technology. You understand how to build revenue and audience across screens and have deep experience in:

  • Digital sales strategy, audience targeting, and data-driven media planning
  • Connected TV (CTV), addressable TV, and OTT advertising
  • Creating GTM strategies for Advanced TV and first-party data platforms
  • Leading client-first innovation that unlocks cross-platform growth

You are not only fluent in the language of digital transformation—you lead it.

Key Responsibilities

  • Develop and execute a CTV content & programming strategy tailored for the Phoenix market
  • Recruit, train, and manage a high-performance team of digital-first sellers across local and regional accounts
  • Drive advanced digital ad solution revenue growth through strategic targeting and full-funnel solutions
  • Lead compelling Advanced TV and cross-platform sales presentations that showcase the power of Nexstar’s audience and technology
  • Build deep relationships with brands, agencies, and holding company influencers, particularly across digital & cross platform investment
  • Champion customer-driven product development by gathering and translating feedback, analyzing competitive offerings, and prioritizing scalable solutions
  • Oversee internal sales enablement including training, GTM materials, case studies, and marketing support
  • Secure client advocacy through joint PR, branded success stories, and collaborative events

Leadership Attributes & Qualifications

5+ years of senior-level media leadership, ideally in a multi-platform, digital-forward environment Proven success scaling CTV and digital advertising strategies and leading integrated sales teams Deep understanding of first-party data, audience segmentation, and cross-platform campaign performance Strong financial and operational leadership experience, with ability to align content, product, and sales around key business goals Strategic thinker with a bias for action, a collaborative mindset, and a passion for community storytelling

How I Match the Key Responsibilities

Develop and execute a CTV content & programming strategy tailored for the Phoenix market 100%

At CW33, a non-news CW station, I helped build original programming like Fast & Functional using lean, low-overhead production methods (pre-recorded workflows). These shows were built for multi-platform use—CTV, digital, and social—maximizing value with minimal resources. This experience mirrors the Phoenix station’s needs for high-impact, scalable content tailored for OTT/CTV. Other ideas include Influence A to Z, Nailed it or Failed it, Heat & Horsepower, and Valley Underdogs. 

Recruit, train, and manage a high-performance team of digital-first sellers across local and regional accounts 100%

When I took over as Director of Sales at CW33, we had just 6 AEs and limited digital expertise. Today, the team is 15 strong, including several with no prior media background, each trained to lead with digital-first strategies. I rebuilt the management structure from the ground up, implemented onboarding and training tracks focused on digital fluency, and created a culture where every AE understands how to position full-funnel, data-driven campaigns. The result: CW33 is now #1 in Nexstar for % to digital budget, and we’ve consistently outperformed in both revenue growth and digital adoption.

Drive advanced digital ad solution revenue growth through strategic targeting and full-funnel solutions 100%

In 2025, we’re pacing 132% YOY growth in core broadcast and leading Nexstar in % to digital budget (123% of goal mid-year). These results reflect a full-funnel sales approach that combines top-of-funnel solutions with performance-driven DMS and strong linear integration, exactly the multi-platform approach needed at our Phoenix operation.

Lead compelling Advanced TV and cross-platform sales presentations that showcase the power of Nexstar’s audience and technology 100%

As Regional Digital Director, I supported over 20 Nexstar markets nationwide, coaching sellers on how to position Nexstar’s audience data, Advanced TV tools, and integrated media plans. I’ve led cross-platform presentations to major regional and national clients, and I bring this knowledge back to station-level execution.

Build deep relationships with brands, agencies, and holding company influencers, particularly across digital & cross platform investment 100%

Throughout my career, I’ve built strong, trust-driven relationships by leading with data, delivering measurable digital results, and consistently acting as a strategic partner. From local direct clients to top agency buyers, I’ve helped brands navigate cross-platform opportunities with a focus on full-funnel digital solutions. In Phoenix, I’ll bring this same digitally focused relationship approach, re-engaging dormant accounts, unlocking new category growth, and aligning our digital capabilities with the evolving needs of major advertisers.

Champion customer-driven product development by gathering and translating feedback, analyzing competitive offerings, and prioritizing scalable solutions 100%

During my time as a Regional Director, I worked across 40+ markets and gained deep insight into local client needs and competitive offerings. I’m skilled at translating advertiser feedback into actionable, scalable product enhancements, especially in high-growth areas like CTV/OTT, and first-party data. I have also spent a considerable amount of time vendor sourcing at Hubbard, and as a former agency owner. 

Oversee internal sales enablement including training, GTM materials, case studies, and marketing support 100%

Whether it’s building onboarding programs for new AEs, crafting case studies for digital campaigns, or building a CTV calculator to simplify budget conversations, I’ve consistently built internal tools that make teams faster, smarter, and more confident in front of clients.

Secure client advocacy through joint PR, branded success stories, and collaborative events 100%

At CW33, I’ve led joint activations and PR with major partners like Clay Cooley Auto Group, Carter BloodCare, and the American Red Cross. These collaborations strengthened client relationships and delivered measurable ROI, helping turn transactional advertisers into long-term advocates.

Leadership Attributes & Qualifications 100%

I bring over a decade of multi-platform media leadership experience with a proven ability to transform underperforming stations into high-growth operations. My core strengths lie in driving digital revenue, launching scalable strategies, and building high-performance sales teams from the ground up. At CW33, I grew the AE team from 6 to 15, rebuilt management infrastructure, and led the station to #1 in Nexstar for digital budget performance. This is a standard I have set for myself and replicated at multiple media companies. My deep understanding of digital tactics, data sources, and full-funnel campaign execution allows me to align content, sales, and strategy for consistent market wins. With a track record of innovation, accountability, and community-focused content, I’m the visionary leader poised to unlock Phoenix’s full potential. As the job says…. You are not only fluent in the language of digital transformation—you lead it.

My results prove it. I don’t just meet expectations, I raise the bar, build the blueprint, and deliver record-breaking growth.