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Big Fuel – Friending: Larry Gelfand, SVP Digital Ad Sales at NHL on Measuring Success (4 of 4) “Friending” a BIG FUEL original series brought to you by DM2, brings you insights from today’s marketing, advertising and entertainment leaders on the subject of consumer engagement and communications in today’s new media landscape. For the premiere episode, Big Fuel founder and CEO, Avi Savar sits down for an intimate conversation with Larry Gelfand, SVP Digital Ad Sales at the NHL. Bio: Larry Gelfand joined the NHL in October of 2007 as Senior Vice President, Media Sales. In this post, Gelfand leads the NHL’s media sales effort in the US, focusing on development of new revenue opportunities, aggregating all media inventory and managing the NHL media sales team. Prior to joining the NHL, Larry Gelfand was the Vice President of Digital Sales for VH1 at MTV Networks. Gelfand oversaw all aspects of VH1′s Digital media sales business and developed the sales strategy, recruitment of the sales staff in implementation of organizational goals and initiatives. Gelfand reshaped the VH1 digital sales department to achieve the objectives of establishing the VH1.com presence in the online advertising marketplace resulting in doubling the ad revenue business in two years, when he was the recipient of the first President’s Award of distinguished service. Prior to joining MTV Networks, Gelfand served in a variety of key sales roles with ESPN. After establishing ESPN.com’s ad sales …

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