Bernadette Abasta
Chief Strategy Officer (CSO) at River Direct- Claim this Profile
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English Full professional proficiency
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Spanish Professional working proficiency
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Tagalog Native or bilingual proficiency
Topline Score
Bio
Albert Oh
I've worked with Bernadette for a number of years and she is one of the best in the business. She excels in her position -- intelligent, passionate, innovative, dedicated, and just an amazing overall person. She provides outstanding service for her clients and has a proven track record that delivers results. Bernadette is an absolute pleasure to work with and great asset to any company.
George Young
Being an Account Executive at a major agency is never an easy job, but somehow Bernadette made it look easy. Working with her each day on various accounts was a positive learning experience, especially watching how her excellent sales skills and great positive energy could help each campaign grow. Bernadette is great with organization and time management, and would be an asset to any company or organization.
Albert Oh
I've worked with Bernadette for a number of years and she is one of the best in the business. She excels in her position -- intelligent, passionate, innovative, dedicated, and just an amazing overall person. She provides outstanding service for her clients and has a proven track record that delivers results. Bernadette is an absolute pleasure to work with and great asset to any company.
George Young
Being an Account Executive at a major agency is never an easy job, but somehow Bernadette made it look easy. Working with her each day on various accounts was a positive learning experience, especially watching how her excellent sales skills and great positive energy could help each campaign grow. Bernadette is great with organization and time management, and would be an asset to any company or organization.
Albert Oh
I've worked with Bernadette for a number of years and she is one of the best in the business. She excels in her position -- intelligent, passionate, innovative, dedicated, and just an amazing overall person. She provides outstanding service for her clients and has a proven track record that delivers results. Bernadette is an absolute pleasure to work with and great asset to any company.
George Young
Being an Account Executive at a major agency is never an easy job, but somehow Bernadette made it look easy. Working with her each day on various accounts was a positive learning experience, especially watching how her excellent sales skills and great positive energy could help each campaign grow. Bernadette is great with organization and time management, and would be an asset to any company or organization.
Albert Oh
I've worked with Bernadette for a number of years and she is one of the best in the business. She excels in her position -- intelligent, passionate, innovative, dedicated, and just an amazing overall person. She provides outstanding service for her clients and has a proven track record that delivers results. Bernadette is an absolute pleasure to work with and great asset to any company.
George Young
Being an Account Executive at a major agency is never an easy job, but somehow Bernadette made it look easy. Working with her each day on various accounts was a positive learning experience, especially watching how her excellent sales skills and great positive energy could help each campaign grow. Bernadette is great with organization and time management, and would be an asset to any company or organization.
Experience
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River Direct
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United States
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Broadcast Media Production and Distribution
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1 - 100 Employee
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Chief Strategy Officer (CSO)
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Jun 2021 - Present
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Media Design Group (now part of SmartMedia Technologies)
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United States
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Advertising Services
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1 - 100 Employee
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VP, Client Service
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Oct 2018 - Jun 2021
Key member of executive team, responsible for leading and promoting inclusive and productive company culture. Oversees the Client Service team & media strategy, and provides leadership and mentorship to drive innovation. Instrumental in supporting company expansion to ~30 employees and driving revenue growth of nearly 150%. Elevated client service and drastically improved client retention metrics. Tangibly improved internal operations, optimized workflows, improved reporting and overall technologies, and established better internal cadence—this contributed to enhanced team morale and increased staff retention.
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Mercury Media
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United States
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Advertising Services
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1 - 100 Employee
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EVP
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Mar 2016 - Oct 2018
Rapidly promoted to EVP within 1 year and served as Managing Director of LA office; reported into the CEO. Managed high-performing team of fifty (50) employees and a member of the senior leadership team. Led, guided and mentored multiple groups, including Media Buying, Media Ops and Client Service teams. Grew profitable portfolio through new business and organic growth by 32% in 2017 and 24% in 2018 YoY. Launched high-profile brands into Long Form media space successfully, including Philips, Swisher Sweets and Walgreens.
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Feld Advertising
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United States
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Advertising Services
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1 - 100 Employee
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Media Director
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Aug 2013 - Feb 2016
Started media buying arm from the ground up in 2013; grew gross revenue from $2M to $18M in year 2 Established procedures, policies, processes, and implemented media tracking systems and other key technologies. Achieved notable 100% client retention prior to departure via exceptional and consistent client service. Managed all day-to-day Planning and Buying for the agency. Analyzed data and trends to forecast media performance and guide client on prospective ROI opportunities. Evaluated campaign creative and logistical execution to ensure maximum campaign performance. Assessed media results to negotiate station rates that projected to meet client metric and budget goals.
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My Dirty Jobs LLC.
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United States
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Information Services
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VP, Marketing
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Dec 2010 - Jun 2013
Responsible for every aspect of company strategic marketing including all National Cable Media planning and purchasing, Digital and Social Media, National & Digital FSI, Public Relations, and print. Managed all vendors and agencies including credit card processor, fulfillment center, web / e-commerce, and PR. Oversaw product management including new product development, packaging concepts and execution, and retail merchandising display. Analyzed and evaluated every marketing dollar spent in each area to determine viability and ROI success to ensure maximum campaign performance.
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Havas Edge
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United States
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Advertising Services
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100 - 200 Employee
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Account Executive
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Jan 2007 - Aug 2010
Managed clients with television media needs in highly competitive advertising environment in US, Canada & UK. Despite economic downturn, maintained highest-grossing client for nearly 2.5 years (~$60M gross billings). Analyzed data and trends to forecast media performance and provide strategic recommendations to clients. Evaluated campaign creative and logistic execution to ensure maximum campaign performance. Assessed media results to negotiate station rates that projected to meet client metric and budget goals. Directed team of 12 media buyers in proper placement of clients’ media in optimal performing television
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Ideal Living
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United States
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Consumer Services
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1 - 100 Employee
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Purchasing Director
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Mar 2002 - Jan 2005
Ran all international (China) and domestic purchasing for a $750M direct response company. Ran all international (China) and domestic purchasing for a $750M direct response company.
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Operations Director
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Sep 1990 - Feb 2002
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Education
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California State University-Northridge
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UCLA Extension
Business and Management
Community
