Today we’d like to introduce you to Zach Mullins
Zach, we appreciate you taking the time to share your story with us today. Where does your story begin?
It all began at Georgia College & State University, where I earned my Bachelor of Business Administration in 2011. During my time there, I served as a two-term Student Government President, which honed my strategic leadership and deal-making expertise, and gave me a solid foundation in driving initiatives and working with diverse teams. This early experiential leadership experience was instrumental in shaping my career trajectory.
After graduation, I dove into the media world with a clear goal of making an impact on small businesses. My initial roles were focused on radio and digital media advertising, where I quickly realized the power of integrating digital strategies with traditional media. This blend became a hallmark of my approach and has remained a core principle in all the roles I have held.
Throughout my career, I have consistently sought opportunities that allow me to drive growth and innovation. I helped shape what a specialist role was and did at Cox Media Group (CMG) in Atlanta, worked alongside teams to grow innovation brands at a corporate incubator for brands like DawgNation, SEC Country, Mundo Hispanico, and Southern Kitchen. After that, I joined Locality and had the unique opportunity to start the channel partnership division from scratch. Building this division has been a thrilling journey, and we have achieved remarkable success, surpassing revenue targets and significantly contributing to the company’s bottom line. That success, generated by our team, helped me rise from Director to Vice President, and now Senior Vice President.
One of the pivotal moments in my career was playing a role in the successful acquisition of Gamut and CoxReps from Cox Media Group by One Equity Partners. This experience not only exposed me to the process and opportunities with mergers and acquisitions in private equity but also highlighted the importance of strategic partnerships in driving business growth.
My career has always been fueled by a passion for maximizing team talents and delivering innovative solutions that meet evolving market needs. From leading teams to surpass revenue targets to launching new product lines, I have always focused on driving measurable impacts on revenue, market penetration, and product innovation.
My story is one of continuous learning, adapting to new challenges, and striving for excellence. Each step has been guided by a desire to lead with vision and integrity, and I look forward to what the future holds as I continue to contribute to the ever-evolving media industry.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
While my journey has been incredibly rewarding, it certainly hasn’t been without its challenges. The path to where I am today has had its fair share of obstacles, but each one has taught me valuable lessons and helped shape my career.
One of the significant challenges was starting the channel partnership division at Locality from scratch. Building a new division within an established company involves a lot of groundwork, from defining the strategy and processes to assembling a talented team. There were moments of uncertainty, particularly in the early stages when we were trying to prove the value of this new division to the broader organization. I think we went a whole year before signing our first channel partner, but our senior leadership team remained committed to the vision and stuck with it. I remember at one point, we had secured a verbal commitment from a broadcaster that was going to sign on and maybe the next day after I sent out the agreement for signature, a major stock-purchase and change of ownership cannonballed our whole deal. Despite that, through perseverance, strategic planning, and a focus on delivering results, we were able to overcome these initial hurdles and achieve remarkable success.
Another major challenge was the career change from the innovation verticals at Cox Media Group to Locality. Transitioning from a role where I was working on innovative brands like DawgNation, SEC Country, Mundo Hispanico, and Southern Kitchen to a completely new environment at Locality required a significant shift in mindset and approach. At the innovation verticals, I was heavily involved in pioneering new strategies and launching cutting-edge products. Moving to Locality meant adapting to a different set of challenges, including understanding the intricacies of the channel partnership model and aligning with Locality’s established processes and goals. Navigating this transition was not easy, but it taught me the importance of flexibility and the ability to adapt quickly to new environments.
Throughout all of this, navigating the ever-evolving digital landscape posed its own set of challenges. The media and advertising industry is constantly changing, with new technologies and platforms emerging all the time. Keeping up with these changes and ensuring that our strategies remain relevant and effective requires continuous learning and adaptation. Staying ahead of the curve and integrating new digital strategies with traditional media approaches has been a critical aspect of my role, and it has required a relentless focus on innovation and staying informed about industry trends.
These challenges have been instrumental in shaping my career and helping me grow both personally and professionally. They have reinforced the importance of resilience, strategic thinking, and a commitment to continuous learning, all of which are essential for success in the dynamic media and advertising landscape.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Locality is the industry’s preeminent provider of local video solutions, seamlessly blending the best talent in both broadcast and streaming to help brands connect with local consumers. Our mission is to address advertisers’ evolving needs by unlocking the power of local markets to maximize relevant audience delivery across the United States. We specialize in uniting traditional and digital media strategies, providing our clients with a comprehensive, integrated approach that ensures optimal reach and engagement.
What sets Locality apart from others in the industry is our commitment to innovation and excellence. We are known for our advanced advertising solutions, which combine cutting-edge technology with deep insights into local markets. This unique combination allows us to deliver precise, data-driven advertising strategies that drive measurable results for our clients. Our team is dedicated to staying ahead of industry trends and continuously refining our offerings to meet the ever-changing needs of the market.
One of the key areas of focus at Locality is our Channel Partnerships. Media companies can extend their ad inventory portfolio by adding a private-label, local, over-the-top (OTT) video solution, powered by Locality. Through our Locality Private-Label Partnerships, media companies can brand our service as their own, providing a customizable local ad solution that empowers them to diversify and grow their revenue. This initiative not only strengthens our partners’ market presence but also enhances their ability to deliver highly targeted, effective advertising solutions to their clients.
We are particularly proud of our ability to help brands tap into the mindset of the local consumer. By understanding the nuances of local markets, we can create highly targeted campaigns that resonate with audiences on a personal level. This local-first approach not only enhances the effectiveness of our clients’ advertising efforts but also fosters stronger connections between brands and their customers.
At Locality, we offer a wide range of services designed to meet the diverse needs of our clients. From advanced advertising solutions and strategic partnerships to data analytics and campaign optimization, we provide end-to-end support to ensure our clients achieve their marketing objectives. Our team is comprised of industry experts who are passionate about driving growth and delivering exceptional results.
One of our most notable achievements is the successful integration of traditional and digital media strategies, which has resulted in significant increases in digital revenue, EBITDA, and product line diversification for our clients. We take pride in our ability to adapt to the rapidly evolving media landscape and continuously innovate to provide the best possible solutions for our clients.
We want your readers to know that Locality is more than just a media solutions provider; we are a trusted partner dedicated to helping brands succeed in the complex world of local advertising. Our commitment to excellence, innovation, and client success sets us apart from others in the industry. Whether you are looking to enhance your digital advertising strategy, expand your reach, or optimize your campaigns, Locality has the expertise and resources to help you achieve your goals.
So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
There are several ways people can work with, collaborate with, or support us at Locality. Whether you are a media company, an advertiser, or someone interested in the media and advertising industry, there are multiple avenues for engagement:
Become a Channel Partner: Media companies looking to expand their ad inventory portfolio can collaborate with us through our Locality Private-Label Partnerships. By adding a private-label, local, over-the-top (OTT) video solution powered by Locality, you can diversify and grow your revenue while offering a customizable local ad solution.
Advertise with Us: Brands and advertisers can leverage our advanced advertising solutions to connect with local consumers. Our data-driven strategies ensure precise audience targeting and maximize the impact of your campaigns. We specialize in both traditional and digital media, providing a comprehensive approach to meet your marketing needs.
Collaborate on Innovative Projects: We are always open to collaborating on innovative projects that push the boundaries of local advertising. Whether it’s developing new ad formats, exploring emerging technologies, or creating unique campaigns, we are eager to partner with forward-thinking companies and individuals.
Join Our Team: If you are passionate about media and advertising and want to be part of a dynamic and innovative team, consider joining Locality. We offer a range of career opportunities and are always looking for talented individuals who can contribute to our mission of driving growth and innovation in the media landscape.
Contact Info:
- Website: https://locality.com/
