The Dallas/Fort Worth Chapter of the Alliance for Women in Media (AWM) has named Nicki Harkrider-Probey, a distinguished executive leader with over 30 years of experience in media sales and leadership, as the recipient of the 42nd Annual Silver Award of Excellence. This prestigious honor recognizes her outstanding contributions to the media industry, leadership in fostering growth, and dedication to mentoring the next generation of professionals.
The Silver Award of Excellence is presented annually to a distinguished media professional in Dallas/Fort Worth who exemplifies a commitment to hiring and promoting women, advancing the media business, and making a direct, positive impact on the local media community. The award honors individuals who demonstrate integrity, excellence and serve as role models in the industry.
Nicki’s passion for media began at Texas Tech University, where she earned a Bachelor’s degree in Advertising with a minor in Spanish. She discovered her love for television sales during an internship at KAMC-TV in Lubbock, where she observed firsthand how media professionals helped clients achieve their goals. This experience sparked a career dedicated to innovation and leadership in media sales.
After graduating, Nicki began her career at WFAA in 2002 as a Local Account Executive. By 2005, she was promoted to Local Sales Manager, leading successful revenue initiatives. In 2009, she joined CBS’ KTVT/KTXA as Local Sales Manager, where she drove sales growth and expanded the station’s market reach. She returned to WFAA in 2011 as Director of Local Sales, later advancing to Director of Sales, where she played a pivotal role 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.
As the former Revenue Officer of Local Media at TEGNA, Nicki oversaw revenue growth across 64 properties in 51 markets. Her visionary leadership transformed TEGNA’s sales organization, driving digital revenue growth and fostering a culture of mentorship. She played a key role in reshaping the company’s leadership profile by actively recruiting and promoting talented female leaders. Between 2016 and 2024, her leadership led to 31 station sales leaders advancing to Director of Sales or General Manager, a testament to her ability to identify, develop, and elevate top talent.
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.”
Nicki’s extensive national television sales experience spans Katz Media, United Television Sales, Seltel, Millennium Television Sales, and CBS Spot Television. These roles gave her a deep understanding of the media landscape and the expertise to thrive in an evolving and competitive industry.
Beyond her corporate accomplishments, Nicki attributes her strong work ethic and leadership values to her parents, who instilled in her the importance of dedication, loyalty, and unconditional love in both work and family life. She resides in Heath, Texas, with her husband, Matt Probey, and their five children, balancing a thriving career with a deep commitment to family and community.
Nicki’s contributions extend beyond the corporate world. She serves on the Board of Visitors at the Gaylord School of Journalism at the University of Oklahoma and has chaired the Rockwall Amica Gala, supporting local nonprofit initiatives. In addition, she has earned industry accolades, including the Alliance for Women in Media’s Television Station Management Award (2006, 2012), WFAA Employee of the Year (2012), and Cynopsis’ Women in Media Corporate Visionary Award (2022).
A team member at WFAA noted, “Working with Nicki has been transformative. Her passion for excellence and commitment to developing her team has made a lasting impact on my career.”
Nicki’s career is defined by strong leadership, strategic vision, and a commitment to excellence. Her impact extends beyond achievements to mentoring and uplifting others. Known for her generosity and integrity, she continues to inspire the next generation, leaving a legacy of growth and empowerment.
The 42nd Annual AWM Awards of Excellence Gala recognizing Nicki Harkrider-Probey and top DFW media professionals will be held Thursday, April 3, 2025, at the Dallas Hyatt Regency Hotel. For more information about the gala, go to www.allwomeninmedia-dfw.org.
