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Sinclair Broadcast Group on Tuesday appointed Dave Schwartz to the newly created role of vice president of sales operations.

Schwartz, who was previously VP of sales and group manager, will now oversee new business revenue, lead generation, direct response and longform sales, customer analytics and sales channel management, Sinclair said.

Schwartz will report to Chief Revenue Officer Rob Weisbord.

"Dave has considerable broadcast and sales experience that will help us immensely as we expand our sales channels beyond the local marketplace,” Weisbord said in a statement. “Dave will also play a key role in helping the stations use our customer relationship management software and analytic tools to generate leads, develop new business and maximize revenue."

Schwartz become general manager of Sinclair’s WSMH-TV in Flint, Mich., in 2004, before serving as director of sales for Sinclair between 2007 and 2010.

"I am excited to take on this new position, especially as our industry evolves into a multi-platform content and solutions business," Schwartz commented. "We have tremendous opportunities ahead of us with new technologies and multiple sales channels."

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