As the founder and President of School of Toby, I am able to leverage my background with DIRECTV and provide consulting expertise in the Cable/Satellite/MVPD/OTT universe including, content acquisitions, strategic planning, business development, financial and contractual support. I advise on organizational structure, packaging, pricing, cost reduction, revenue growth, subscriber acquisition and retention (churn management), contract database and compliance, contractual negotiations and strategies and strategic partnerships. I serve as the Cable/Satellite/Retransmission Consent Advisor for multiple research firms to educate large institutional investors on the industry. Most recently, Sony Interactive Entertainment, LLC (SIE) engaged me to provide foundational cable distribution knowledge to the organization’s new TV service that streams live TV, movies and sports across a variety of devices without a cable or satellite subscription.
In my previous role as Vice President of Programming Acquisitions for DIRECTV, I was responsible for programming acquisitions for networks available on DIRECTV’s General Market packages, DIRECTV’s Spanish-language package, DIRECTV’s World Direct international programming packages, shopping channels, adult programming, DIRECTV’s airborne platforms on Continental, JetBlue and Frontier airlines, as well as the audio music line-up available on the DIRECTV platform. As a contract specialist, I’ve contributed millions of dollars to the bottom line from programmers’ contractual non-compliance, initiating several successful most favored nation (MFN) audits.
After the passing of the Satellite Home Viewer Improvement Act of 1999 (SHVIA), which gave DIRECTV full rights to broadcast local stations across the United States, I led the effort to bring these stations to homes across the country. I negotiated the local rights for DIRECTV, and successfully launched the broadcast of local stations in over 150 DMAs.
I conceived, developed and directed the execution team for DIRECTV’s Titanium package. This upscale service gave VIP subscriber’s access to every channel and every Pay Per View event and movie broadcast on the DIRECTV service for a single yearly fee, and it debuted to a chorus of positive publicity singling out the platform’s uniqueness and exclusivity.
In 2006, I founded and became the President of the Women’s Leadership Exchange at DIRECTV, which quickly grew to over 1200 members across the US. This internal employee group enhanced the experiences of female employees at DIRECTV through monthly seminars with industry executives, networking sessions, Toastmasters club, a mentoring program, a working mothers group, and monthly newsletters.
I hold a Bachelor’s Degree in Marketing and Business Administration from the University of Miami and a Law Degree from Southwestern University of Law in Los Angeles, where I attended the rigorous 2 year SCALE program. I am a member of the Pennsylvania Bar Association. My family and I live in Santa Monica where I’m proud to be an active part of the community and served as a board member for the Santa Monica Pier in 2010.
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