Cynthia Perkins-Roberts Named Vice President Diversity Sales & Business Development For CAB
Developed CAB's Initial Multicultural Efforts in 2000
The Cabletelevision Advertising Bureau (CAB) announced Ms. Cynthia Perkins-Roberts has been promoted to the newly created position of vice president diversity sales and business development. Her appointment strengthens CAB's sales team, which now counts six former media professionals able to assist advertisers and their agencies in tackling the evolving television market. Perkins-Roberts promotion positions the CAB as eminently qualified to present TV's many emerging options credibly to advertisers and their agencies across all consumer segments.
"I am thrilled to announce Cynthia's well-deserved promotion," said CAB president and CEO Sean Cunningham. "Her effort to initiate and continue to grow our diversity sales program is critical to our overall strategy going forward."
In her new role, Perkins-Roberts will lead CAB's continued diversity sales effort that includes outreach to marketers targeting Hispanic, African-American and Asian-American audiences, as well as the emerging GLBT market. Additionally, Perkins-Roberts will oversee recruitment efforts designed to encourage minority candidates to seek careers in television advertising sales.
Perkins-Roberts has spearheaded CAB's multicultural marketing unit - an endeavor she developed from its inception in 2000. Her efforts have encompassed the initiation of multicultural marketing alliances with agencies, advertisers and research companies. In that time, multicultural marketing programs have grown from six networks to 23 in what has become an area of sustained growth for the industry. This growth has demonstrated cable television's ability to deliver diverse audiences to the advertising community. Additionally, through Perkins-Roberts' efforts, CAB is currently the only advocacy group to have a dedicated ad-sales oriented diversity initiative and is recognized as a leader in the multicultural arena.
Perkins-Roberts has developed several widely distributed resources including the online Multicultural Marketing Resource Center, The Hispanic Marketer's Guide to Cable, the 2004-2005 Upfront Multicultural Marketing Guide and most recently Cultural Connections: The Multicultural Marketing Magazine.
Prior to the CAB, she held sales positions with Discovery Communications and Capital Cities/ABC.
Founded in 1980, the Cabletelevision Advertising Bureau (www.onetvworld.org) is a television advertising advocacy group dedicated to providing advertisers and their agencies with the most current, complete and actionable media insights at the national, DMA and local levels.
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