Experience

Envisionit

• United States
• Advertising Services
• 1 - 100 Employee

• VP Media and SEO

  • Aug 2023 - Present



McDonald's

• United States
• Restaurants
• 700 & Above Employee

• Global Media Lead - Joint Business Partnerships

  • Feb 2020 - Jul 2023

• Global Media Manager Data and Innovation

  • Jun 2018 - Feb 2020



Reading with Pictures

• Marketing Director

  • Aug 2009 - Feb 2020

  Organized convention partnerships and appearances, lead convention teams to boost awareness and sales of RWP anthology, research and services, hosted and moderated educational panels on the role comics can play in education and reading comprehension Organized convention partnerships and appearances, lead convention teams to boost awareness and sales of RWP anthology, research and services, hosted and moderated educational panels on the role comics can play in education and reading comprehension



Mead Johnson Nutrition

• Philippines
• Consumer Goods
• 700 & Above Employee

• Global Media Manager

  • Jun 2015 - Jun 2018

  - Created internal transparency benchmarks for programmatic, resulting in $1.4M savings - Established and managed external agency TAAG team for centralized media activation and reporting, delivering a 3:1 return on investment -- Managed a centralized client-owned ad server, with single team activating media in a standardized methodology across all markets globally (excluding China) -- Streamlined reporting methodology, improving market team understanding of digital media performance and improving benchmark performance by 15% - Negotiated and implemented agency incentive compensation program, resulting in improved agency relations in Q4 2017 of 36% and over 10% in agency fee savings globally - Introduced global integrated media planning approach and presented to regional/local VPs and stakeholders, which drove overall 16% improvement in media efficiency -- Aligned local agency teams on funnel to tunnel approach to improve effectiveness and efficiency of planning, measurement, reporting, and analysis of performance - Partnered with global procurement teams to develop and negotiate revised agency SOWs, resulting in increased FTEs in key lead markets at no additional cost (valued at $600,000) -- Created new process for agency audits, resulting in reduced RFP process time - Established JBPs with key media partners, and negotiated added value terms around research, creative development / review, training and education, audience insights and brand studies, and reporting transparency Show less



VML

• United States
• Advertising Services
• 300 - 400 Employee

• Channel Supervisor

  • Jun 2014 - Jun 2015

  - Established Chicago media division of VML to lead Sears / Shop Your Way digital media efforts -- Interviewed, hired, and trained cross-channel teams at all levels -- Managed team across all digital channels: display, mobile, video, search and social -- Established processes for vendor and client invoicing, and partnered with finance team to manage and update process ongoing - Researched and implemented client 1st party data platform and programmatic media integrations -- Established process for out-boarding data for server to server integration -- Researched DSP and DMP options, establishing an agency preferred programmatic trading desk partner -- Researched and created multiple audience segments within member data for targeted campaigns - Identified new business opportunities with current client, resulting in $1.2M in increased agency revenue annually -- Lead buying comparison exercise, driving 23% efficiency in media pricing vs current client vendor - Worked with strategy and analytics teams to use site data for UX optimization in an effort to increase client revenue and landing page engagement -- Lead client brainstorming sessions for a 360 business approach to improving website UX - Facilitated research and POVs on industry trends and standards -- Organized media day: all day educational session between industry thought leaders and clients to educate on new media opportunities and products Show less



AbbVie

• United States
• Pharmaceutical Manufacturing
• 700 & Above Employee

• Media Manager (Contractor)

  • Feb 2014 - Mar 2014

  - Worked with internal team and agency partners to ensure all deliverables were adhering to planning processes, policies, and procedures for assigned accounts -- Created internal agency self-evaluation forms -- Organized creative deployment timeline, which was shared with senior leaders - Worked with media team to insure agencies were adhering to buying process, policies and procedures for assigned brands - Developed effective relationships with internal teams and agency network -- Identified issues and created solutions / tracked progress towards resolution - Worked with internal teams and agency partners to review campaign budgeting, finding efficiencies for additional media investment - Provided analysis on competitive tracking systems and POV on system strengths / weaknesses - Provided analysis on social media opportunities, competitive social media activity, and agency social media breadth Show less



Starcom

• United States
• Advertising Services
• 700 & Above Employee

• Supervisor

  • Feb 2013 - Dec 2013

  - Lead new Microsoft team, executing media plans that redefined how client plans media across all BUs -- Developed new strategist thinking outside of traditional media planning to meet tight deadlines and take the newest / freshest approach to planning and reporting - Created business and media solutions and managed client relationships throughout multiple fast-turn campaigns -- Oversight of digital media plans across display, social, video, and mobile / tablet -- Managed multi-platform national and regional campaigns -- Ensured clients were provided the right deliverables by the appropriate members of the team to build core relationships and establish "go to" people for every stage of the process - Worked closely with creative agencies, analytics teams, activation teams, strategy teams, and client teams to execute multiple campaigns that met or exceeded benchmarks -- Leveraged applied learnings to drive consistent improvement among all campaign KPIs -- Increased awareness of non-product campaign by 30% - Presented multiple media strategic approaches, media recommendations, and campaign wrap-reports to clients -- Developed daily campaign reporting template and post-campaign wrap reports -- Oversaw weekly competitive reporting and established best practices -- Presented to all levels, from SVP internally to CMO externally - Merged traditional and digital lines to form a fully integrated team that contributed to a combined media strategy, providing each team member with new cross-functional skills -- Ensured integration of planning, processes, and best practices across all campaigns and teams -- Created and managed various processes among the teams (naming conventions, trafficking, analytics, etc) - Interviewed, hired, and developed team in all levels of strategy and media story-telling process Show less



PHD

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Media Strategist

  • Apr 2010 - Feb 2013

  - B2B media planning for HP - Refreshed audience segmentation studies with new insights into media consumption, demographics and psychographics for all SMB and Public Sector audiences, applying learnings to all areas of planning -- Combined public sector audiences (EDU and GOV) into single campaign to maximize budget, while also ensuring separate reporting, billing, and tracking or performance -- Redefined SMB audience to lead new product introduction and "bring own device to work" initiatives -- Launched campaign for new internal HP client, focusing on software sales and global lead generation - Lead internal and external meetings, conference calls and ideation sessions -- Guided creative conversations with client and creative agency to align media / creative / campaign goals -- Created ongoing relationships with media vendors to help encourage further opportunities for new media product creation, out of the box media opportunities, and added value in campaigns - Lead regular internal team brainstorming sessions for new product releases and major campaign initiatives -- Presented best media ideas to clients and agency network, with special focus on those with historical performance -- Developed POVs with agency and client teams detailing changes to the digital landscape - Coordinated with analytics team to develop comprehensive post-campaign analysis reports to measure campaign KPIs -- Analyzed reporting from all campaigns, highlighting learnings for application for future activity -- Condensed campaigned results and key learnings into easily understandable format - Supervised team in quarterly cost savings, monthly worldwide billing reports and annual competitive reporting -- Developed templates and process for all reporting and billing, and presented to client - Oversaw development and strategic training of new strategists and assistants Show less



gyro

• United States
• Advertising Services
• 100 - 200 Employee

• Media Planner

  • Mar 2009 - Apr 2010

  - Developed strategist channel / media approach to meet with client objectives (print, online, and lead generation) - Coached and delegated assistant planners on day-to-day assignments to aid in development of their media skills - Trafficked digital creative using DFA and utilized for detailed monthly reporting - Analyzed monthly digital reports and optimized campaigns as needed - Utilized media and competitive research tools to track campaign development and maximize effectiveness - Developed strategist channel / media approach to meet with client objectives (print, online, and lead generation) - Coached and delegated assistant planners on day-to-day assignments to aid in development of their media skills - Trafficked digital creative using DFA and utilized for detailed monthly reporting - Analyzed monthly digital reports and optimized campaigns as needed - Utilized media and competitive research tools to track campaign development and maximize effectiveness



Campbell Ewald

• Advertising Services
• 400 - 500 Employee

• Media Planner

  • Jul 2008 - Oct 2008

  - Clients: -- American Heart Association, Carrier, Navy - Developed multiple media plans for various clients utilizing a strategic channel / media approach (print, broadcast, and online components) to meet client objectives, and presented to the client - Established early market entry strategies and presented to the client - Investigated Competitive and SWOT analysis for all non-automotive clients -- Analyzed competitive data to determine competitive insights and established client recommendations - Researched emerging media opportunities and ways to utilize them for client’s benefit - Assisted on research materials for new business pitch components Show less



Mindshare Team Detroit

• Assistant Communications Planner

  • Apr 2006 - Jul 2008

  • Researched , planned, and implemented various communications plans for diversified department clients: o Bosch Aftermarket Autoparts (Trade and Consumer), Oakwood Healthcare System, Oakwood Common, Delta Dental, White Castle, Compuware • Developed multiple media plans for various clients utilizing a strategic channel / media approach (print, broadcast, and online components) to meet client objectives, and participated in presenting them to the client o Developed and presented concise results decks highlighting the relevant learning gained and recommendations for future campaigns • Researched consumer insights using MRI and developed integrated Resonance Strategies for diversified clients • Investigated Competitive and SWOT analysis for all non-automotive clients o Analyzed competitive data to determine competitive insights and established client recommendations • Investigated various traditional and non-traditional media and wrote comprehensive POVs for the client Show less



JWT

• Assistant Communications Planner

  • 2005 - 2008



Performance Management, Inc

• Marketing Coordinator

  • Apr 2003 - Oct 2005

  • Researched, developed, and implemented company’s first IMC plan, including branding and positioning strategies o Implemented direct mailing campaign and tradeshow schedule • Coordinated with the sales team to increase company proposal opportunities by 37% • Communicated partnerships with multiple software design companies • Negotiated partnerships with local publications • Researched, developed, and implemented company’s first IMC plan, including branding and positioning strategies o Implemented direct mailing campaign and tradeshow schedule • Coordinated with the sales team to increase company proposal opportunities by 37% • Communicated partnerships with multiple software design companies • Negotiated partnerships with local publications