Creative Resources Team

Every member of the Creative Resources Team has been in media sales management, general management or both. We tell you that so that you know that we have been where you are. We know the thrill of attaining a goal and the agony of missing one.

Every one of us has chosen a career as teachers and coaches because we have a passion for helping other people grow and succeed.

Gerardo V. Tabío
Founder and President

Gerry was lucky to get his start at NewCity Communications which was one of the most respected companies in the radio industry at the time. As a Promotion Director and later Marketing Director, Gerry learned the impact that a great idea can have on a marketing program and on sales people's ability to create demand for their clients. By the time Gerry was promoted to Vice President and General Manager, he had already begun to teach managers and sales people in and outside of his company the techniques that were to become the Creative Resources System.

Along the way, Gerry became a Senior Vice President of AMFM, later to become part of Clear Channel Communications. During his tenure with Clear Channel, Gerry and Managing Partner at Creative Resources, Sally Beamer, led the team of talented trainers that built Clear Channel University, the largest corporate media university in the world.

Gerry is a gifted teacher and an energetic speaker. He brings clear insight, sound strategic thinking and impactful training to all his clients.

Gerry trains and consults with broadcast and digital clients in the United States, South America, and Europe. He has collaborated on marketing programs with dozens of national and international brands.

Gerry and Sally are co-authors of Creating Demand: Generate Cool, Custom Marketing Ideas, which will be available in October of 2009.

Sally Beamer
Managing Partner

Sally has led and transformed organizations with her unique ability to help a team identify its goals and focus on key business priorities.

Before joining Creative Resources in 1996, Sally was a top performing General Manager and Director of Sales for several major broadcasting companies in Atlanta.

Following 17 years in broadcast sales and management, Sally partnered with Gerry Tabío to develop the Creative Resources System. She brings real-world experience and an obsession to help people grow and succeed to every Creative Resources training program and client partnership.

"Managing a sales organization is hard work and managers are rarely taught how to do it effectively. There's nothing more satisfying than helping my clients transform their organization into a high-performing team that achieves sustained growth."

Sally has consulted for many of the major broadcast, outdoor and digital media companies in the United States. Sally has coached and trained for sales organizations in markets such as New York, Los Angeles, Chicago, Atlanta, San Diego and Cleveland. Clients of Creative Resources often call on Sally’s expertise and natural talents in Strategic Planning.

Kandice Herndon

Kandice has always measured her success by the success of those around her. Whether with a client of the advertising agency she worked for, her national sales team or a local seller developing the skills they needed to be successful, Kandice remained focused on making sure her associates have the best possible resources and guidance to identify and achieve their own goals.

Kandice is the Creative Resources specialist in facilitator training and in hiring the right people. Every facilitator Creative Resources has ever trained knows that when they need to prepare for an important idea-generation session Kandice will give them the time and the tools to get them ready for the job. Managers who are Creative Resources clients know that when they need to make a hire they need to involve Kandice. Kandice will facilitate them through a process to make sure they hire the right person.

Kandice learned the Creative Resources Process when she was a client working with brands like Anheuser-Busch, The Houston Chronicle, Compaq, AIDS Foundation of Houston, Astro World, and Kroger. She knows first-hand the value of developing an idea that achieves a client's marketing objective and uses that experience in her day to day coaching.

Kandice started her training career as an Executive Performance Coach for Capstar's in-house university (later AMFM then Clear Channel University). She taught and coached the Leadership Program, a training workshop to help managers identify and grow talent in markets including New York, Washington, DC, Milwaukee and Nashville.

Lori Sheridan

Lori joined Creative Resources in 2005 after 18 years in the radio industry where she was always part of a high performing sales organization.

Lori learned the Creative Resources System early in her career. As an Account Manager, she was famous for helping her clients get results and her station get renewals, eventually earning her the position as the first General Sales Manager for Cox Radio's WSB-AM in Atlanta. Charged with building a sales organization from the ground up, Lori built a team of talented and marketing-focused sellers who consistently outperformed their peers and in just 5 years became the 5th largest billing station in America. Later, Lori became VP/General Manager for Cox Radio and launched 95.5 The Beat, the first station in Cox Radio's history to make a profit in year one.

As a market coach for Creative Resources, Lori's satisfaction comes when she sees her clients doing the behaviors she knows will make them successful. "The way I see my job – since the sellers don't work for me - I'm the sales manager's partner." Together we need to help the sellers do the behaviors that lead to strong revenue performance – it's not theory. I haven't done my job unless they are doing it and the manager is getting the outcomes they expect.

Lori has great credibility when she's working with sales teams because of the stories she can tell about working with The WB Network, Hyundai Corporation, Delta Airlines, AirTran, Six Flags Over Georgia, Stone Mountain Park, Toyota Motor Sales, Vision Computers, Coors Brewing Company, Cingular and McDonald's.

Crystal Hardy

Crystal Hardy began her part-time career at Creative Resources at the ripe old age of 8. Her exceptional organizational and problem-solving skills were evident and valuable to the company very early on.

Crystal is a cum laude graduate of Tulsa University. She majored in Marketing with a specialization in Integrated Marketing Communications. Before joining Creative Resources full time in November of 2004, Crystal worked at the IdeaStudio advertising agency.

Although her official title is Business Manager for Creative Resources, her most important role might best be described as manager of strategic information. The Creative Resources system includes a number of powerful tools that help our clients analyze and manage information. Crystal collaborates with each of our clients and customizes our analytical tools to meet their specific needs.