Embrace Agility: Media Sales Strategy & Planning for 2021

Sekema Newton-Byrd is a Senior Director at Verizon Media leading the IPG East business and serving as the Healthcare SME. Prior to joining Verizon Media, Sekema progressed her career at Google from Account Executive to Senior Account Executive to Team Lead. Prior to that, she was an Account Director at Viacom in New York building the sales business for emerging networks BET*J and Centric. Earlier, Sekema was an Associate Account Executive at Turner Broadcasting, where she began her 15+ year career in media.

Sekema has worked on award-winning campaigns such as Gilenya’s Take That MS! and led organizational restructuring at Google and Yahoo. Sekema lives in the burbs with her husband and children.

Scott Kelliher joined eBay in May of 2019 as Head of US Advertising. Scott is responsible for all direct and indirect advertising revenue, overseeing all aspects of the business including Marketing, Sales, Operations.

Before eBay Advertising, Scott held leadership positions at Time Inc., Yahoo, and AOL where he guided business strategy and key client relationships across several categories. Most recently, he served as President of Sales and Marketing for the Tech, Telco and Auto verticals at Time Inc.

Through his work with some of the world’s most iconic brands, both on the publisher and client side, Scott has deep industry knowledge and keen insight into the complex world of digital advertising, data, and ad tech. He has a true passion for helping brands succeed.

A frequent speaker on panels and at industry events, Kelliher is a graduate of Bates College. Scott currently sits on the Board of Directors for Outthink.

Craig Kostelic is the Chief Business Officer of Global Commercial Revenue at Condé Nast. In his role, he oversees advertising revenue across Condé Nast’s global portfolio – which operates in 31 markets and includes IP such as Vogue, GQ, Vanity Fair, The New Yorker, Wired, Architectural Digest and Conde Nast Traveler, among others.


Craig has been with Condé Nast since 2012 serving in various commercial leadership roles that have accelerated the company to a digitally-led revenue and operating model.


Before joining Condé Nast, Kostelic held sales and marketing roles at Google, Microsoft, and Johnson & Johnson from 2008-2011.


Kostelic currently serves on the Board of Directors of the IAB, and received his Bachelor of Arts in Business Management from Bucknell University.

Deirdre is a trusted sales and marketing executive with 20 years of experience in media sales, sponsorship marketing and sales management in the interactive space. Having worked at both Fortune 500 sales organizations and highly entrepreneurial companies, she understands the leadership skills which are required to build start-ups as well as the balance needed within more established organizations.

She joined Barstool Sports as CRO in 2018 to overhaul the Sales and Marketing Organization and drive revenue growth for the business. With a focus on scaling revenue through advertising, partnerships and licensing, she has expanded the team from New York to Chicago and Los Angeles. Since then, Barstool Sports has established partnerships with several blue chip companies such as Square Inc., E&J Gallo, AB InBev, Phillips Norelco, MGM, FanDuel, Kraft Heinz, NASCAR and also has over 250 direct advertising partners across it’s properties. Under her leadership, the partnerships model has developed beyond advertising to include branded content, sponsorships, experiential and direct to consumer product collaborations.

Through top-notch sales training at CNET & ESPN as well as years of hands on managerial experience at Rivals.com, Y! Sports and MLBAM, she maintains well-honed strategic selling and negotiating skills and direct dialogue with executives and senior officers at Fortune 500 companies, top advertising agencies and leading professional sports teams and sports media outlets. She demonstrates dedication to revenue growth, team development and establishing everlasting partnerships through a consultative approach. The interactive media industry has always been a passion for Deirdre and the cross section of digital sports media has been her area of specialization.

Karen Schuchardt serves as SVP, Advertising Sales & Partnerships at NBCUniversal. In this role, Schuchardt oversees digital & linear advertising sales for E!, SYFY, Universal Kids, and NBCU Hispanic. Schuchardt reports to Carrie Stimmel, EVP, Cable Entertainment & Hispanic Advertising Sales, NBCUniversal.

Schuchardt joined NBCUniversal in 2017 after working for DanceOn. As Chief Revenue Officer of the company, she was responsible for DanceOn’s global ad sales, licensing revenue, business development, music revenue and ad operations.

Prior to DanceOn, Schuchardt was VP of Digital Ad Sales for Disney ABC Television Group. She led sales for all ABC video properties including ABC, WATCH ABC Full Episode Streaming, ABC on Hulu, ABC News, Good Morning America on Yahoo, and all new media properties.

From 2012-2013, Schuchardt was with Martha Stewart Living Omnimedia where she handled digital ad sales and operations. She also spent eight years at Viacom Media Networks, holding numerous leadership roles including VP of Digital Ad Sales and VP, Business Development for the Music and Entertainment Group.

Schuchardt was named one of Women in Cable Television’s “Rising Leaders” (2008). She has completed Disney’s Executive EDGE Leadership Development Program and Advanced Digital Media Strategies from IESE Business School’s Executive Education Program.

Schuchardt holds a Bachelor of Business Administration & Marketing with a specialization in International Business from University of Wisconsin-Madison.

Matt Bartels is a principal in the Chicago office. Matt is a leader for the firm’s Media and Implementation & Change Adoption practices. He also has widespread experience in a variety of industries, including technology, manufacturing and health care. Matt has a proven record of working with clients to develop actionable growth-oriented strategies, go-to-customer transformations and productivity enhancements. In addition, Matt is an expert in global and domestic sales compensation design. He is a leader in the revenue growth space, and a frequent speaker and author of thought leadership content.

Sheryl Goldstein is the Executive Vice President, Chief Industry Growth Officer at the IAB (Interactive Advertising Bureau). In her role, she oversees engaging the IAB’s 650+ members across all of the IAB’s vast initiatives, activities and thought leadership programs. Under Sheryl’s watch are the Member Engagement, Centers of Excellence, Research and L&D teams. She also spearheads talent development, diversity, equity and inclusion initiatives and runs the IAB CRO Council.

Sheryl Goldstein is a “net vet” with over 20 years of driving meaningful revenue growth through consultative selling in the dynamic digital landscape (Yahoo, AOL, About.com). She is adept at building successful teams, developing go-to-market strategies and gaining consensus across key stakeholders. Her background includes a wide variety of digital media platforms and technologies and numerous leadership roles.

In addition to her experience as a sales leader, Sheryl brings years of talent development and training to her role and is committed to making the digital media landscape a great industry for diverse talent to thrive and have a long and exciting career.

Sheryl is a current board member for 212NYC, Makers and was a past Board member of She Runs It. She serves on the Rutgers Business School Advisory Board for Marketing and is helping RBS craft a digital marketing graduate program. In addition, she has served on Boards and Committees for the NY Ad Club, Women in Communications, Inc. and the IAB and is a member of Chief. She is an award-winning sales leader (Yahoo Accelerator Award, AOL Best Media Partner presented by Verizon, AOL Presidents Club, AWNY Crystal Award Winner).

Sheryl is a graduate of Syracuse University Newhouse School and lives in New Jersey with her partner Cindy and dogs Pancho and Camden. On the weekends, you can catch her on the pickleball court or riding around the Jersey Shore on her new electric bike. Her daughter Sarah-Jaana lives in the Boston area with her husband Michael.

Marc Metzner is a vice president in the New York office. He has over 20 years of experience working across media, tech, medical products, business services and private equity to improve sales and marketing strategy and effectiveness. As national director of the firm’s Sales Transformation and Benchmarking practices, he leads bi-monthly executive roundtables and benchmarking programs with Fortune 500 sales and marketing leaders on key sales strategy topics. Marc also frequently speaks and writes on best practices for optimizing sales coverage to stay ahead of disruptive industry and technology changes.