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DistinctivelyDifferentCreative

MIKE BERLAK

mikeberlak@aol.com
3547 Laurenhurst Lane
Charlotte NC 28270
980-322-2803


CREATIVE COPY/ADVERTISING PROFESSIONAL

(Click here for Online Portfolio)

* Creative Copywriting
* Online Content Development
* Advertising/Promotional Campaigns


Clear Channel Radio -- Sacramento CA
Y92.5 KGBY Program Director (2003-2007)
Differentiated product through creative imaging campaigns in highly competitive “adult contemporary music” format battle, growing Women 25-54 audience ratings to #1, and increasing monthly online streaming sessions to 50,000+. Wrote and directed production of station’s recorded promotional material.  Innovated and wrote promo copy for web-based instant on-air song selection feature.


Clear Channel Radio -- Charlotte NC
Lite102.9 WLYT Program Director (1993-2003)
Re-launched aging music station, freshening the brand through updated on-air and outside marketing (TV, print, direct), showing consistent ratings growth including seven #1 quarterly Arbitron ratings reports and fifteen top-3 finishes among Persons 25-54. Wrote award-winning promotional material and collaborated on lyrics for custom image jingle campaigns. Created and supervised 5-station web/interactive department, delivering 2,000,000+ page views monthly.


Training/Education -
• Bachelor of Arts, Speech (Radio-TV) Lewis University, Lockport (Chicago area) IL
• The Gallup Organization: Clifton StrengthsFinder Discovery & Development
   (top 5 signature themes: Ideation, Maximizer, Responsibility, Strategic, Achiever)

Other Notes
As a program director/brand manager of several winning radio stations, I have, in effect, acted as the "creative director" for the sound product I was charged with making into a success.
Have recently relocated BACK to Charlotte after a three year adventure in California.

References
Amanda Knepp (Marketing Mgr, CBS Radio Charlotte), 704-323-9629, amanda.knepp@cbsradio.com
Reta Thorn (Former General Manager, Clear Channel Charlotte), 704-824-3155, rthorn@carolina.rr.com
Elliott Wood (VP Domestic Ops, Broadcast Architecture), 818-331-4865, wewoodba@aol.com