With a background encompassing business development, operations, sales and marketing, the calm and cool Cooper may be Fox Networks’ secret weapon when it comes to implementing successful marketing deals with MVPD partners. To attract and retain new customers he says, “it’s imperative that the cable industry knows how to reach and communicate with them, as well as understand their likes and dislikes. That means incorporating a different, less traditional way of viewing things.”
What’s the definition of diversity in 2014, and how can the cable industry do better in the are of inclusiveness?
Diversity is the equal acceptance and respect of identities and histories, which allow for the narration of different stories to be told from various perspectives. As cultural influences continue to flourish, technological improvements are also increasing the rate of information exchange—both domestically and internationally. Traditional appetites for legacy programming and entertainment options have given way to a desire for customization and curation. This has led to increased targeting, segmentation and the development of alternative programming options for a growing and diverse customer base. To attract and keep these new customers, in the face of strong competition, it’s imperative that the cable industry knows how to reach and communicate with them, as well as understand their likes and dislikes. That means incorporating a different, less traditional way of viewing things. The companies and organizations that will thrive in this new environment are the ones that can successfully embrace change. That means investing in a workforce that continuously thinks outside of the box, offers new perspectives and provides actionable insights for companies to exploit business opportunities.
Who has been your strongest mentor, and why?
Although they have both passed on, my parents continue to shape and drive my decision-making both at home and at work. They are by far the ultimate mentors based on their positive influence, ability to lead by example, commitment to family, and worldly perspective having emigrated from South America to the US. They also represent a continuous voice of reason and inspiration without expiration.
What qualities do you look for when making a new hire?
I seek candidates that are technically competent, confident, enthusiastic about learning, and seek continuous personal growth. I also prefer candidates that can offer fresh perspective into areas commanding greater attention for our business i.e. new technologies, social media trends, OTT and other online developments. Lastly, in my experience, candidates that are solution-oriented, possess great communication skills, and can play as a team, tend to be the most valuable.
Name one emerging trend in cable we should all have our eyes on.
Most cable companies are thinking of ways to grow their TV Everywhere businesses in a way that is frictionless, while continuing to educate consumers. As evidenced by its rapid growth in just the past few years, there are still many unchartered avenues of TV Everywhere that will continue to grow the industry as a whole.