Radio Advertising Account Executive

Position Summary

The Radio Advertising Account Executive is responsible for developing new business, growing existing accounts, and helping local and regional advertisers achieve measurable results through radio, streaming audio, digital advertising, sponsorships, promotions, and other station marketing opportunities.

This is an active, relationship-driven sales position—not primarily an order-taking or desk-based role. The Account Executive is expected to prospect consistently, meet with decision-makers, learn how each client’s business operates, identify marketing needs, propose effective advertising solutions, earn the client’s trust, close business, and provide attentive service throughout the relationship.

Success requires initiative, resilience, organization, sound judgment, strong communication skills, and a willingness to be accountable for measurable sales activity and revenue results.

Primary Responsibilities

New-Business Development

Consistently identify and pursue qualified local and regional sales prospects.
Make outbound prospecting calls, send personalized emails, use professional networking, seek referrals, visit businesses, and employ other appropriate methods to arrange sales appointments.
Maintain a healthy sales pipeline sufficient to achieve assigned revenue goals.
Research prospective clients, their industries, competitors, seasonal needs, and current marketing efforts before making recommendations.
Contact business owners, managers, marketing directors, agency representatives, and other authorized decision-makers.
Conduct in-person and virtual sales appointments as appropriate.
Attend community, business, chamber, networking, and station events when assigned or beneficial to business development.
Continue prospecting during busy servicing periods rather than relying solely on existing accounts or incoming leads.
Accurately document prospects, contacts, appointments, proposals, follow-ups, and expected revenue in the station’s designated system.

Consultative Selling

Ask thoughtful questions to understand a client’s business, customers, competitive position, challenges, goals, budget, and desired results.
Translate client needs into appropriate advertising strategies rather than selling solely on price, spot count, or personal preference.
Present the station’s full range of relevant products, which may include broadcast commercials, streaming audio, website and digital advertising, sponsorships, promotions, events, social media opportunities, video, email marketing, recruitment advertising, and other station-approved services.
Explain audience, reach, frequency, scheduling, creative strategy, and campaign expectations in clear, accurate language.
Prepare professional proposals, presentations, advertising schedules, promotional concepts, and annual marketing plans.
Provide accurate pricing and follow all station policies concerning rates, inventory, discounts, packages, added value, and approval authority.
Negotiate responsibly without making promises the station has not approved or cannot reasonably fulfill.
Ask for the business, address objections professionally, and guide opportunities toward a clear decision.
Meet or exceed assigned revenue, new-business, account-development, retention, and activity goals.

Account Management and Customer Service

Serve as the primary station contact for assigned advertisers.
Build long-term relationships based on responsiveness, honesty, dependability, and useful business advice.
Respond promptly and professionally to client questions, requests, concerns, and problems.
Keep clients informed about campaign schedules, production deadlines, promotions, special opportunities, and relevant changes.
Confirm that orders, contracts, copy instructions, billing information, production details, and campaign dates are accurate and complete.
Coordinate with traffic, production, programming, promotions, digital, accounting, and management personnel to ensure campaigns are executed correctly.
Review advertising performance with clients at appropriate intervals and recommend reasonable adjustments.
Conduct regular account reviews and seek renewals, increases, referrals, and additional appropriate business.
Address service problems calmly and take ownership of coordinating a solution, even when another department must complete part of the work.
Maintain professional contact after the sale and avoid disappearing once an order is signed.
Protect confidential client, station, pricing, audience, and business information.

Advertising Copy and Production Coordination

Gather complete and accurate information needed to produce effective commercials and other advertising materials.
Help clients identify a clear message, offer, target customer, desired action, and reason to choose their business.
Submit production requests, copy information, pronunciations, disclaimers, contact details, and deadlines in the required format.
Review advertising materials for factual accuracy and compliance with station standards before client approval or airing.
Obtain required approvals by established deadlines.
Never knowingly submit misleading claims, unauthorized copyrighted material, discriminatory advertising, prohibited content, or copy that violates applicable law or station policy.
Work cooperatively with writers, producers, announcers, and digital staff while respecting their workloads and deadlines.

Administrative and Financial Responsibilities

Enter orders, contracts, account notes, forecasts, and other required information accurately and on time.
Maintain an organized appointment calendar, prospect list, account list, and follow-up system.
Submit accurate revenue forecasts and activity reports when required.
Monitor account status and work with clients and station accounting personnel to prevent or resolve past-due balances.
Follow station credit, prepayment, collection, cancellation, make-good, political advertising, and contract policies.
Assist with collections professionally when requested. Sales compensation may be affected by cancellations, nonpayment, credits, or adjustments in accordance with the written compensation plan and applicable law.
Submit mileage, expenses, affidavits, and other business records accurately and within established deadlines.
Use station equipment, subscriptions, data, promotional items, tickets, and other resources only for authorized business purposes.

Community and Station Representation

Represent the station professionally in businesses and throughout the community.
Learn the station’s brands, formats, audiences, coverage areas, personalities, programs, digital products, and promotional calendar.
Support station promotions, remote broadcasts, client events, and community activities when assigned.
Develop genuine familiarity with the communities and businesses served by the station.
Avoid conduct that could damage the station’s reputation or undermine client trust.
Do not speak on behalf of the station regarding matters outside the employee’s authority.

Performance Expectations

The Account Executive is expected to:

Achieve the revenue and performance goals established for the position.
Maintain consistent prospecting and appointment activity.
Develop new direct business rather than depending entirely on inherited accounts.
Maintain accurate, current pipeline information and realistic revenue forecasts.
Follow up when promised and meet client and internal deadlines.
Retain and appropriately grow assigned accounts.
Sell based on client needs and value—not through pressure, deception, unauthorized discounts, or unsupported promises.
Accept coaching and use feedback to improve performance.
Demonstrate dependable attendance and availability during scheduled working hours.
Manage time effectively in a position that involves both office work and frequent travel within the sales territory.
Comply with company policies, applicable advertising rules, and all federal, state, and local laws.

Activity standards, account assignments, territories, revenue goals, and other measurements may be established or adjusted by management based on experience, market conditions, station needs, and the employee’s compensation plan.

Office and Team Expectations

This position requires the ability to work effectively in a shared professional environment. The successful employee must be able to:

Arrive prepared and maintain reliable attendance and punctuality.
Communicate respectfully with coworkers, managers, clients, vendors, and community members.
Share information that other departments need to complete client work.
Follow established procedures even when working independently.
Accept reasonable direction, coaching, performance feedback, and correction without becoming hostile or disruptive.
Raise concerns constructively and through appropriate channels.
Work around normal office conversations, phone calls, interruptions, deadlines, and changing priorities.
Maintain reasonable organization in personal and shared work areas.
Avoid gossip, bullying, harassment, intimidation, retaliation, excessive negativity, and behavior that disrupts other employees.
Handle disagreements professionally and focus on solving the business problem.
Respect the responsibilities and deadlines of traffic, production, programming, promotions, engineering, digital, and accounting personnel.
Refrain from creating false emergencies through avoidable delay or incomplete information.
Protect private employee, client, and company information.
Maintain appropriate professional boundaries and avoid conflicts of interest.
Contribute to a cooperative workplace without expecting coworkers to assume responsibility for the employee’s routine duties.

Required Qualifications and Minimum Requirements

Applicants must meet the following requirements:

High school diploma or equivalent. Additional education in sales, marketing, advertising, communications, or business is helpful but not necessarily required.
Ability to read, write, speak, and understand English sufficiently to communicate with clients, prepare accurate business materials, understand contracts and policies, and perform the essential duties of the position.
Strong verbal, written, listening, presentation, and interpersonal communication skills.
Basic competence with email, calendars, internet research, word processing, spreadsheets, presentation software, customer relationship management systems, smartphones, and virtual meeting platforms—or the ability to learn them promptly.
Ability to perform basic business math, including rates, discounts, percentages, commissions, budgets, and schedule totals.
Ability to maintain accurate records and manage multiple accounts, deadlines, and follow-up commitments.
Ability and willingness to make outbound sales contacts, request appointments, conduct presentations, ask for the sale, and follow up persistently and professionally.
Ability to work independently without constant supervision while remaining accountable to management.
Ability to attend meetings, client appointments, station events, promotional activities, and community functions as required.
Ability to work occasional early mornings, evenings, weekends, or holidays when reasonably required by client appointments, station events, promotions, or emergencies.
Successful completion of any lawful, job-related pre-employment checks required by company policy.

Driving and Transportation Requirements

Because regular local and regional travel is an essential function of this position, the employee must:

Possess and continuously maintain a valid, current, unrestricted driver’s license that legally permits operation of the vehicle used for work.
Own or otherwise have continuous, reliable access to a safe, legally registered, properly maintained, and insured motor vehicle suitable for business travel.
Maintain at least the automobile insurance coverage required by applicable law and company policy.
Provide acceptable documentation of license, registration, and insurance when required.
Maintain a driving record that is reasonably acceptable under the company’s insurance and safety standards.
Be able and willing to drive during daylight and nighttime hours.
Be able and willing to drive in the normal range of weather and road conditions encountered within the sales territory, including rain, snow, ice, fog, heat, and cold, while always exercising safe judgment.
Reschedule or modify travel when management or the employee reasonably determines that conditions are unsafe. No sales appointment requires unsafe or unlawful driving.
Travel throughout the assigned territory and transport ordinary business materials, presentation equipment, signs, promotional items, or similar supplies when required.
Immediately report any license suspension, restriction, lapse in insurance, or other change affecting the ability to drive legally for work.

Mileage reimbursement or an automobile allowance, if offered, will be governed by company policy and the written compensation plan.

Preferred Qualifications

Prior success in outside sales, advertising sales, media sales, business development, fundraising, account management, or another results-based customer-facing role.
Knowledge of the local business community and the station’s coverage area.
Experience selling to business owners and senior decision-makers.
Experience developing proposals, making presentations, negotiating agreements, and managing a sales pipeline.
Familiarity with radio, digital advertising, marketing strategy, commercial copy, audience measurement, or campaign reporting.
A documented history of meeting goals, retaining customers, and developing new business.

Applicants with strong transferable skills may be considered even if they have not previously worked in broadcasting.

Traits Associated With Success

The most successful Radio Advertising Account Executives are generally:

Self-directed: They begin productive work without waiting to be reminded.
Resilient: They recover from rejection and continue prospecting without becoming discouraged or resentful.
Comfortably assertive: They can approach unfamiliar people, request appointments, discuss money, ask direct questions, and ask for a decision.
Curious: They want to understand how a client makes money and what truly influences the client’s customers.
Empathetic: They listen carefully and adapt recommendations to the client rather than delivering the same pitch to everyone.
Conscientious: They keep promises, confirm details, document activity, and meet deadlines.
Organized: They can manage many relationships and follow-ups without losing important information.
Adaptable: They remain effective when schedules, client needs, inventory, technology, or station priorities change.
Optimistic but realistic: They bring energy to the work while maintaining honest forecasts and accurate expectations.
Competitive in a healthy way: They want to achieve goals without undermining coworkers or misleading clients.
Coachability-oriented: They are willing to practice, receive feedback, change ineffective habits, and learn new products.
Emotionally steady: They can handle rejection, complaints, negotiation, and internal pressure without inappropriate outbursts.
Ethical: They protect long-term trust even when an improper shortcut might produce a short-term sale.
Service-minded: They understand that closing the order begins the fulfillment phase of the relationship.
Community-minded: They enjoy learning about local businesses, organizations, schools, events, and community concerns.

No single personality label guarantees success. However, effective account executives often combine social confidence and persuasive energy with the discipline to research, plan, document, and follow through. In common workplace-style terminology, successful sellers may resemble an outgoing “driver,” “influencer,” or relationship builder—but quieter, analytical people can also excel when they are comfortable initiating contact, communicating persuasively, and maintaining consistent sales activity.

Personality assessments, if used, should be treated as coaching tools and not as substitutes for job-related interviews, work samples, references, or demonstrated performance.

People Who May Not Be Well Suited to This Position

This position may not be a good fit for a person who:

Wants a predictable, primarily desk-based job with little local travel or community contact.
Is unwilling or unable to initiate frequent contact with unfamiliar businesspeople.
Avoids discussing budgets, presenting proposals, handling objections, or directly asking for a sale.
Requires constant supervision, reminders, or external motivation to complete routine work.
Becomes easily defeated, angry, or personally offended by rejection.
Expects the station to supply all leads or relies only on inherited accounts.
Dislikes measurable goals, activity expectations, revenue accountability, or commission-based compensation.
Frequently misses appointments, deadlines, follow-ups, meetings, or documentation requirements.
Tends to overpromise, conceal mistakes, exaggerate audience information, or tell clients whatever is necessary to obtain an order.
Is careless with names, prices, dates, contracts, advertising copy, billing information, or client instructions.
Resists learning new products, software, selling methods, or changes in the media marketplace.
Is unwilling to accept coaching or becomes combative when receiving reasonable performance feedback.
Has difficulty working respectfully with coworkers whose deadlines and responsibilities differ from their own.
Regularly creates conflict, spreads gossip, blames others, or expects coworkers to correct preventable errors.
Is uncomfortable balancing independent fieldwork with accurate internal reporting and accountability.
Is unwilling or unable to provide reliable transportation or meet the position’s lawful driving requirements.
Cannot reliably work the schedule or attend the appointments and events required for the position.
Views customer service as someone else’s responsibility after the sale.
Is seeking rapid income without the sustained prospecting, relationship development, learning, and follow-through required to build a client base.

These statements concern job behavior and essential duties. Hiring decisions will not be based on protected characteristics, medical assumptions, family status, disability stereotypes, or whether an applicant fits a preferred social “type.” Qualified individuals will be considered based on their ability to perform the essential functions of the job, with reasonable accommodation where required by law.

Work Environment and Physical Requirements

The position generally includes a combination of office work, telephone and computer use, client-site visits, community events, and local or regional driving.

The employee must be able to perform the essential functions of the job, with or without reasonable accommodation, including:

Communicating in person, by telephone, by video, and in writing.
Using a computer, smartphone, and ordinary office equipment for extended periods.
Moving between the station, a vehicle, client locations, and event venues.
Remaining seated or standing for periods typical of office work, driving, presentations, and events.
Carrying ordinary sales and promotional materials of a reasonable weight as defined by the employer.
Working in indoor and outdoor environments and encountering normal seasonal weather during travel and station events.

The employer will consider reasonable accommodations in accordance with applicable law.

Schedule and Location

This is a full-time or part-time position based at 193 S. Keystone Avenue, Sayre PA 18840. Regular office availability is expected during established business hours, with field appointments scheduled throughout the assigned territory. Some early-morning, evening, weekend, or holiday work may be required for client meetings, promotions, broadcasts, community events, or other business needs.

This position is not eligible for remote or hybrid work. Any flexibility does not eliminate requirements for client visits, office meetings, events, reliable availability, or achievement of performance expectations.

Compensation

Compensation may include salary, hourly, commission, bonuses, and approved incentives under a written compensation plan. The plan will clearly explain:

Commission rates and calculation methods.
When commissions are considered earned and when they are paid.
Treatment of cancellations, bad debt, credits, refunds, trade, agency commissions, shared accounts, digital products, and account reassignment.
New-business and renewal definitions.
Eligibility for bonuses or incentives.
Treatment of employment separation.
Mileage reimbursement or automobile allowance, if applicable.
The effect of leave or extended absence on account service and commissions, consistent with applicable law.

Employment and Equal Opportunity Statement

Employment is subject to the company’s policies and applicable law. Nothing in this description creates a contract of employment or guarantees a particular territory, account list, compensation level, schedule, or duration of employment. Duties may be reasonably modified as business needs change.

Radigan Broadcasting Group, LLC is an equal opportunity employer. Employment decisions are made without unlawful discrimination based on race, color, religion, creed, sex, pregnancy, sexual orientation, gender identity, national origin, ancestry, age, disability, genetic information, military or veteran status, or any other status protected by applicable law. Reasonable accommodations are available to qualified applicants and employees as required by law.

Marketing Manager (Twin Tiers)