WCAA is thrilled that Lance Lambert, former Senior Corporate Retention Manager at the E.W. Scripps company and Carfax’s current Regional Manager in Knoxville, Tenn., has agreed to join the list of presenters for the 2012 WCAA Conference in Las Vegas.
Lambert’s presentation, “Retaining Dollars: Direct response, branding and targeted advertising strategies,” will headline the Monday afternoon session. He will offer you advice on how to set advertising expectations in a world of immediate response.
Growing up in an automotive family, it’s no surprise that Lambert’s early professional career was in the auto industry. This experience led him to the front door of the leading online auto inventory site, AutoTrader.com. This is where Lambert learned all aspects of online advertising. His career then shifted gears to the world of online newspaper advertising after being courted by The Ventura County Star (an E.W. Scripps property).
With The Ventura County Star, Lambert was fortunate enough to be a part of the industry’s evolution and transition to online. In early 2009, he developed a business plan and job description framing out a retention strategy for the online newspaper business. This strategy was so successful that it was adopted by Scripps Corporate in late 2009. They soon gave Lambert the opportunity to implement this strategy across all properties as the Senior Corporate Retention Manager. While at E.W. Scripps, he managed a corporate team of sales analysts and worked with 26 campaign specialists at the local level to retain advertising dollars. This position required him to have full knowledge of the company’s entire product portfolio, including, but not limited to, online display, SEM, SEO, Facebook/social, email marketing, mobile advertising and analytic reporting.
Lambert’s primary role was to assist in deployment, implementation and execution of retention and optimization strategies. His corporate team provided training and follow-up guidelines to ensure greater retention and advertiser satisfaction. He also managed the Click Fuel, Media Trust, IfByPhone and Who's Calling programs. While his core focus is advertising efforts in the emerging media space (i.e. NP.com, Yahoo!, SEM, Social and mobile), Lambert incorporates the legacy media products in retention efforts as well.
Lambert is currently a Regional Manager with Carfax based out of Knoxville, Tenn. He is responsible for executing account strategies and managing relationships through team and individual assignments to drive revenue growth with existing dealer subscribers.
WCAA is excited to have Lance on board! We’re looking forward to hearing what he has to say, and we’re sure you’ll be too.