Silver Award of Excellence

Announcing our 42nd Silver Award of Excellence Winner Nicki Harkrider-Probey

Nicki Harkrider-Probey is a distinguished executive leader with over 30 years of experience in media sales and leadership. She currently provides strategic consultation to executives and organizations seeking growth, known for her passion and inspirational leadership that helps unlock extraordinary growth for individuals and companies.

As the former Revenue Officer of Local Media at TEGNA, Nicki led the company's vision and revenue growth strategy across 64 properties in 51 markets. She was responsible for driving revenue growth, sales enablement, people development, and marketing initiatives aimed at transforming the sales organization to achieve ambitious goals. Under her leadership, TEGNA saw significant growth in digital revenue, solidifying its position as a leader in the media industry. She also played a key role in transforming TEGNA's leadership profile by recruiting and promoting talented female leaders. Between 2016 and 2024, 31 station sales leaders were promoted to Director of Sales or General Manager, a testament to her ability to identify and develop talent.

Nicki is dedicated to inspiring people, achieving excellence, and fostering growth. Before her role at TEGNA, she served as Director of Sales and Director of Local Sales at WFAA, where she was instrumental in developing revenue strategies that led to significant growth in both television and digital platforms. Her innovative approach to sales and marketing resulted in record-breaking revenue, earning her recognition as a top performer in the industry.

Nicki's career at WFAA began in 2002 as a Local Account Executive. By 2005, she had advanced to Local Sales Manager, and in 2011, she returned to the station as Director of Local Sales. During her tenure, she led successful sales campaigns that not only increased revenue but also enhanced the station's reputation and viewer engagement. Before returning to WFAA, Nicki served as Local Sales Manager at CBS's KTVT/KTXA from 2009 to 2011, driving sales growth and expanding the station's market reach.

Nicki's extensive experience in national television sales includes roles at Katz Media, United Television Sales, Seltel, Millennium Television Sales, and CBS Spot Television. This national experience provided her with a deep understanding of the media landscape and the skills necessary to excel in a competitive industry.

Nicki holds a BA in Advertising with a minor in Spanish from Texas Tech University. Her passion for television sales began during an internship at KAMC-TV in Lubbock, where she observed how sellers helped clients achieve their goals.

Throughout her career, Nicki has earned numerous accolades, including the Alliance for Women in Media's Television Station Management Award for Dallas/Fort Worth in 2006 and 2012. In 2012, she was honored as WFAA Employee of the Year. In 2022, Nicki was recognized by Cynopsis' Women in Media as the 2022 Corporate Visionary, acknowledging her leadership and vision in the post-pandemic media landscape.

Nicki is committed to mentoring the next generation of media professionals. She serves on the Board of Visitors at the Gaylord School of Journalism at the University of Oklahoma and has previously chaired the Rockwall Amica Gala, supporting local nonprofits in the Rockwall community. Her philanthropic efforts reflect her dedication to giving back and helping others succeed.

Nicki resides in Heath, Texas, with her husband, Matt Probey, and their five children. She attributes her work ethic and character to her parents, who modeled dedication, loyalty, and unconditional love in both their work and family lives. Nicki's ability to balance a successful career while raising a family is a testament to her resilience and commitment to others. She serves as a role model for aspiring leaders who seek to make a meaningful impact both professionally and personally.

Nicki's leadership has been widely praised. A former colleague at TEGNA remarked, "Nicki's ability to inspire and lead a team is unparalleled. Her strategic vision and talent for nurturing potential have been instrumental in driving success." A team member at WFAA noted, "Working with Nicki has been transformative. Her passion for excellence and commitment to developing her team have made a lasting impact on my career."

In summary, Nicki Harkrider-Probey's career is marked by exceptional leadership, strategic vision, and a commitment to excellence. Her contributions to the media industry and dedication to mentoring others continue to drive positive change, leaving a lasting impact on those around her.