Vicki Fabricant

Bios.

Media Investment

Vicki is passionate and an enthusiastic leader with over 25 years In the Media community.

Most recent she worked at Assembly Global where she planned, negotiated, and executed dozens of multi-million-dollar media plans on behalf of numerous high profile political and advocacy clients. She managed an independent expenditure media budget to support Democratic Mid Term candidates running for office in numerous key battleground states, including Kansas, Washington, Maryland, New York, California and Arizona.

Prior to working at Assembly, she was the VP of Evergreen Trading. She was responsible for executing broadcast media team trade deals. Successfully collaborated across departments to meet internal and client deadlines, quality thresholds, and to build consensus on direction of challenging jobs and projects.

Prior to joining Evergreen Trading, she was an Associate Media Director at Icon International. She negotiated with TV, radio, digital, OTT, & print vendors in over 60 media markets across the country to ensure clients received the most efficient and affordable rates and programming available.

Over the years she had the opportunity to work on Chevrolet, Buick, Cadillac, Lionsgate, Kroger, 7 Eleven, Citibank and Coke.

Vicki is someone who puts her clients’ needs first with a firm understanding and appreciation for their needs.

She is a hard worker, team player, direct and honest. She is a Natural leader with interpersonal skills who works effectively with cross-functional teams in a fast-paced environment.

Bios.

Kristin Long

Lead Consultant, Political Media Philadelphia, PA

Kristin Long is a media strategist for all things political: buying and planning, operational expertise, client-
facing excellence. She has actively been involved in 20+ political cycles, including multiple Presidential
campaigns, and is a brilliant full-service media consultant for political candidates and issue advocacy
advertising.

Her sales portfolio includes prior responsibilities for Political Marketing + Media LLC on behalf of marquee
regional FOX Sports properties. Prior, Kristin was Vice President/Strategic Sales, Political & Issue Advocacy for Tribune Media Company. She spent most of her broadcast career at ABC National Television Sales in
Philadelphia and New York where she was a Senior Vice President. Prior to that, she held television station
management positions in New York, Scranton and Baltimore. Kristin served on TVB’s Executive Sales Advisory
Committee and she holds certification from NAB’s Broadcast Leadership Training.

Kristin earned a Bachelor of Arts degree in Communications and American Studies at Douglass College/Rutgers
University and she has done post graduate work at Simmons School of Management. Kristin holds a certificate in Adult Career Counseling from New York University and she has achieved Project Management Certification
at Villanova University. In 2017 she was awarded IAB certification for Digital Media Sales.

Kristin is a 2006 recipient of the American Women in Radio & Television ’20 Women Who Rule’ award. She is a frequent mentor and public speaker to students and she is active in The American Association Of Political
Consultants, American Women In Media and The Eagleton Institute Of Politics.

More Industries

Automotive

Leverage 10 partners have all worked with every tier in this category. We have worked with every brand. If you are a local dealer wanting to increase your Ups, lower your PVR, grow your market share and increase your absorption rate then we need to talk.

Medical

Let L10 focus on bringing the patients to you so you can focus on what is most important: their care. If non-elective, we execute strategies that ensure you are top of mind, first choice when people need you; increasing market share. If your practice falls under the elective surgery/care category, we will execute a marketing strategy driven for increasing weekly call, client or patient counts consistently.

Mortgage

We have a proven success model to increase your consumer direct leads. Multiple lenders have taken advantage of our lead generation capabilities, lead optimization and media strategies. We layer in analytics and reporting to insure that we keep your costs down and your pipeline filled.

Legal

In this increasingly cluttered category your marketing must be more laser focused than ever before versus the shotgun approach of the past. Let Leverage 10 execute a specific and proven strategy in this space that WILL increase calls and caseloads immediately.

Home Improvement

If you are in a residential growth mode to increase sales, margins and add more trucks to your fleet, we have the proven strategy. Depending on your market, every residential truck could potentially add another $250,000 in sales! Let us drive your
growth.

Sports & Entertainment

We have played on both sides of the field and are strong competitors when it comes to sports. sponsorship opportunities. We love creating programs that reach a widespread and enthusiastic audience and believe in the power of strong partnerships to gain consumer connection by influencing brand opinion and consideration. Not only can we score the touchdown, we know how to get the 2-point conversion.

Furniture

With the right marketing mix, L10 will reduce the waste in your marketing and make every dollar you spend in media work harder to lower the cost of an opportunity, increase weekly sales and consistently achieve your advertising to sales ratio.

Political

Our team has actively participated in the political advertising for 25+ years. That is a lot of campaigns. We are experts when it comes to Candidate LURs and know how to manage Issue campaigns that don’t waste your money. We have been on both sides of the negotiating table and were the ones that set the political rates. We know the ins and outs of political advertising and know how to make them work in your favor.

Spirits

Many brands in this category clink their glasses to celebrate our creative media placement strategies, aggressive media pricing, meaningful added value programs and an accountable evaluation that ties back to campaign objectives. Align your brand with people’s needs, wants and lifestyles to move cases.

Real Estate

If real estate is all about location, location, location then our media strategies are all about local, local, local. Our negotiations are done on a local level as our way of affecting better pricing, better inventory availability and better schedule maintenance. We have earned a reputation of being strong, yet fair negotiators that
provide extraordinary service for our clients.

QSR

Our ability to understand micro and macro objectives in this category is unparalleled. We create data-driven integrated media plans focused on increasing customer counts and sales. We employ innovative, conversion-driven media placement strategies coupled with meaningful added value programs. Add
aggressive media pricing (instead of fries) and you have a complete meal.

Franchisee

We have a breadth of experience working with franchise system clients and understand the intricacies in managing these accounts. We believe that solid leadership, clear communication, and mutual respect are essential elements in working with franchisees. We should know since our Partners have owned franchises before.

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Pam

Partner

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Peter Heisinger

Partner
Chicago, IL

Peter Heisinger is a Midwest Partner in Leverage 10’s Chicago office. He brings 30 years of media experience to the agency along with extensive expertise in multi-screen video solutions (television, desktop, tablet, mobile) and a proven aptitude helping businesses drive revenue growth and increase profitability.

Prior to Leverage 10, Peter worked at Comcast Spotlight and AT&T Media Services. His past experience includes stints as Director of National Sales, VP/GM Chicago and RVP Midwest Sales. During his career he has had direct oversight of sales, marketing, research teams and had been involved in the launch of several digital and enhanced television products at Comcast. In addition, Peter has worked with hundreds of clients in the automotive, home improvement, medical, legal financial and other retail sectors.

I joined Leverage 10 because of the agencies proven track record in helping clients achieve their marketing and advertising goals. Leverage 10’s team of industry leaders, strategic partners and approach toward ROI driven media solutions are central to our client’s success. Being for former leaders of major media properties insures our clients get an insider advantage on every deal and a level of service that is second to none.

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Lynda King

Chief Disruption Officer
Grand Rapids, MI

Lynda King joined Leverage10 in 2020 as Chief Disruption Officer, leading the company’s training, development and business enhancement operations. She also oversees the company’s ongoing expansion efforts into emerging markets. 
Prior to joining Leverage10, she served as Chief Operating Officer for Tribune Broadcasting, which owned and/or operated 42 television stations in 33 markets reaching 44% of US households. She came to Tribune after their acquisition of Local TV, LLC, where she served as Executive Vice President of Operations.

During her tenure at Local TV, a group formed in 2007 in partnership with Oak Hill Capital Partners, she oversaw operations for the group’s 23 network affiliated television stations in 16 local markets across the US. These market leading properties delivered 84% growth in EBITDA (2008 to 2012), with both revenue gains and disciplined cost management contributing to margin expansion from 30% to 45%.

Before taking the entrepreneurial plunge, Lynda held a variety of positions in Sales and General Management at local television stations across the United States, including WOIO/WUAB-TV (Cleveland-Akron-Canton, Ohio), WMC/WPXX-TV (Memphis, TN), KNDO/KNDU-TV (Yakima-Pasco-Richland-Kennewick, WA), WROC-TV (Rochester, NY) and WEYI-TV (Flint-Saginaw-Bay City, MI).

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Tara Cicirelli

Digital Director
Miami, FL

A Miami Beach native, Tara started her career in media at The Miami Herald and brings 20+ years experience to the Leverage10 team. Prior to Leverage 10, Tara worked at McClatchy as Regional VP, Digital Client Success, where she spearheaded the design of the company-wide Client Success initiative for a more impactful business approach for clients and the company. She worked with digital strategists and campaign managers to build data-driven digital marketing plans for businesses, both local and national.

Prior to McClatchy, Tara held various positions in operations and sales in print, broadcast and outdoor companies serving national, regional and local clients in a range of verticals and industries.

As a collaborative team member, Tara enjoys forging new relationships and working with companies developing best-practice digital solutions and optimizing business processes that save money and improve performance outcomes.

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Full Name

Title

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Cassandra Collisi

Media Buyer
Colorado Springs, CO

Cassandra is a Media Buyer. She brings 10 years of media experience to Leverage 10, along with her excellent executing abilities.

Prior to Leverage 10, Cassandra worked at a Broadcast Television Station in Colorado Springs for 7 years in their sales department.

Cassandra joined Leverage 10 because it is media buying done right. She believes we are focused and deliver results that make our clients businesses more successful.

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Patti Golden

Partner
Chicago, IL

Patty Golden is a passionate, innovative leader who understands media and delivering results for her clients. Most recently, Golden served as VP Sales at Tribune Media. She was responsible for developing, implementing, and executing the sales growth strategies for Tribune Broadcasting’s 42 owned or operated television stations. She has had extensive experience with both advertising agencies and clients throughout her career.

Golden is known for her passion for media, as well as her collaborative style and ability to develop programs and large scale marketing partnerships.

Prior to Tribune, Golden spent 14 years at NBC Local Media as SVP of sales. While at NBC Local Media, she was a recipient of the President’s Innovation Award. She also has completed GE Leadership Training and Six Sigma Training. Golden served on the Board of Directors for the Television Advertising Bureau and served on the TVB Selling Advisory Committee. She holds a Masters in Mass Communications from the University of Illinois.

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Sara Fulmer

Partner
Dallas, TX

Sara Fulmer is the South-Central Partner of Leverage 10. With Sara on your team, you will benefit from her 32 years of extensive experience and training in strategic marketing; particularly focused on generating the strongest ROI from a retailer’s broadcast campaigns.

Prior to Leverage 10, Sara was the Station Manager for Tribune Media’s Dallas Station, KDAF-TV, the CW affiliate. She was hired by Tribune as the Director of Sales at KDAF in 2014 and promoted to Station Manager in 2017. Prior to her time with Tribune, Sara spent 18 years holding various TV Sales Management positions for Dallas based Belo Corp for both their CBS affiliate in San Antonio, KENS-TV and their flagship ABC affiliate in Dallas, WFAA-TV. Sara began her career in 1988 as a Local Account Executive for KABB-TV in San Antonio until moving into local sales management for the station 8 years later.

These positions allowed Sara to receive extensive training in providing the best solutions and the right strategies for local retailers. She worked with multiple local businesses focusing on reducing risk in their advertising while increasing overall profitability. Her success came from her client’s results in key categories including the home service industry, Tier 3 automotive, furniture, legal and healthcare.

Sara has been a 5-time recipient of various TV Sales (and/or) Station Manager annual awards from the local chapters of the American Women in Radio & TV in both San Antonio and Dallas. In 2018, Sara was the recipient of the HOBY (Hugh O’Brien’s Youth) Foundation’s Leadership in Media award for their local DFW chapter.

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Sherri Chanen

Media Director
Los Angeles, CA

Sherri Chanen Is the Los Angeles Director of Leverage 10. With Sherrie on your team, you have 35 years of media strategy experience at your side, along with her vivacious personality as a media strategist and her strong negotiating skills.

Prior to Leverage 10, Sherri worked at Tribune Media Co (now Nexstar) as Director, Media Planning, working with TV stations in the local TV group assisting in planning, buying, budgeting I securing co-op. Prior to joining Tribune Media, she held the position of Media Strategist for the NBC Owned & Operated stations of NBCUniversal. This position consisted of managing the relationship with the Media agency on behalf of the station group. The work consisted of making sure that the planning and buying was in step with the needs and requests of each station. As SVP of Local Buying, Phd (an Omnicom agency) her role provided an exceptional opportunity to lead one of the largest local investment departments in Chicago. It was with a great deal of pride and satisfaction that the department grew professional and delivered local media buys that were consistently meeting the planning and client goals. Over the years she has had the opportunity to work with iconic brands including NBC, Dodge, Jeep, Chrysler, Mercedes, MGM/UA 20th Century Fox, Burger King. Popsi, Saturn Quaker Oats, VISA, HBO, Hormel and Wrigley’s.

Sherri is someone who puts her clients’ needs first with a firm understanding and appreciation for every dollar planned and spent and is always willing to defend her Investment decisions and her clients appreciate her directness and honesty. You’ll feel her passion and desire to have fun doing something that she truly loves.

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Diane Mills

Partner
San Diego, CA

Diane Mills is the West Coast Partner for Leverage 10. She brings over 20 years of experience in media and marketing to Leverage 10, along with a passion for helping businesses tell their unique story in a meaningful and measurable way.

Prior to Leverage 10, Diane began her career in media with Jefferson Pilot Communications, selling radio advertising with San Diego’s number one powerhouse country station KSON. As the radio industry evolved with de-regulation and consolidation, Diane’s resume extended to other formats including Jazz and Oldies with Jefferson Pilot Communications and San Diego’s top rated Adult Contemporary station, STAR ,under the ownership of Clear Channel Communications. She was a consistent leader in new business development across all stations and recognized for the strong relationships she builds with her colleagues and clients alike. Diane went on to work for San Diego’s top rated, heritage television station, CBS8/KFMB as a Senior Account Executive. Diane has worked with local and national agencies including Innovision, Phillips Ramsey, AM Strategies, Zenith Media, Carat and Chiat Day to name a few. She has also worked with local and regional/national brands ranging from heritage San Diego clients like Jerome’s Furniture, Mossy Automotive, San Diego Zoo and Rubio’s to So Cal Ford Dealers, Mercedes Benz Dealers, Ethan Allen and Papa John’s Pizza. Her energy and commitment to serving her clients at the highest level drives her. While serving at CBS 8 , Diane championed and developed “Growing Up San Diego”, a station initiative with Rady Children’s Hospital and Illumina. This project educated San Diegan’s of the lifesaving science of DNA sequencing, along with many other youth related health issues. Diane is proud to recognize unique ways to connect with a targeted audience and drive engagement through emotional connection and purpose driven partnerships. Diane has a rich understanding of the franchise world and the entrepreneurial journey through her husband Brian, who has been a franchise owner for over thirty years.

Diane joined Leverage 10 because she wants to serve on the client side. She believes in true partnerships with clients, and loves being a part of the Leverage 10 Team, a best in class team, committed to growing your business.

John Strassner

President
Denver, CO

John Strassner founded Leverage 10 because he saw a broken system where complication and high cost were the status quo. He applied decades of experience to build a model that allows advertisers and brands to take advantage of big agency opportunities without the big agency cost.

John’s expertise begins with enforcing a customer centric philosophy, which has been the hallmark of his success. He is an experienced marketer and negotiator who specializes in maximizing results and returns for his customers.

John has participated in both the buy and sell side of the media business as he began his career with Dicom Marketing Services before transitioning to sales at KDNL ABC-TV in St. Louis. John advanced quickly to National Sales Manager before taking the reins of the entire Sales department in 2001 as General Sales Manager. He thrived by creating a fun work environment with a high level of accountability.

In 2008, John joined KWGN-TV as Vice President Director Of Sales. Later that same year John was tasked with combining the sales Operations of both KWGN-TV and KDVR-TV under the Local TV Denver LMA. John’s leadership abilities set the vision that drove the culture throughout his department. The Gold Standard, Good-Better-Best, Keep Climbing and his department’s 2015 Strengths Based Team approach all emerged through his strategic philosophy and determination to set his team above the competition. John’s teams throughout his career have generated over a billion dollars of broadcast and interactive revenue.

In 2015 John founded Leverage 10, a full service marketing management group that provides strategic marketing solutions to a diverse client base including John Elway Automotive, Bio TE Medical and the Denver Broncos. John’s L10 team is comprised of battle tested, corporate veterans who have been both on the street and in the boardrooms. We have succeeded at the highest levels and after years at the top determined that is was time to take our collective knowledge and experience and put it to work for our clients.

John knows the ins and outs of marketing, media and branding. He is strategic in nature an expert at building creative solutions that are results and outcome driven. And when it comes to the negotiating side of the business you want him on YOUR SIDE of the table each and every time.

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Vicki Fabricant

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Kristin Long

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John Strassner

PresidentDenver, CO

Lynda King

Chief Disruption OfficerGrand Rapids, MI

Sherri Chanen

Media DirectorLos Angeles, CA

Diane Mills

PartnerSan Diego, CA

Patti Golden

PartnerChicago, IL