Experience

Ad Council

• United States
• Advertising Services
• 100 - 200 Employee

• Vice President, Emerging Media & Technology

  • May 2022 - Present

  San Francisco Bay Area In this newly created role, Laurie is responsible for identifying and establishing new media and technology partners in the emerging media ecosystem including Artificial Intelligence, 3D immersive/metaverse spaces, augmented reality, virtual reality, mixed reality, and Web 3.0/Blockchain including but not limited to gaming, NFTs, Decentralized Autonomous Organizations (DAOs), tokenized communities and more. Laurie is responsible for educating key internal and external stakeholders on the future… Show more In this newly created role, Laurie is responsible for identifying and establishing new media and technology partners in the emerging media ecosystem including Artificial Intelligence, 3D immersive/metaverse spaces, augmented reality, virtual reality, mixed reality, and Web 3.0/Blockchain including but not limited to gaming, NFTs, Decentralized Autonomous Organizations (DAOs), tokenized communities and more. Laurie is responsible for educating key internal and external stakeholders on the future state of the internet and digital media and how to apply technology and new media to Ad Council's social cause campaigns. Prior to this role, Laurie pioneered Ad Council's model for partnering with major social media and tech companies in developing large-scale, innovative social-impact campaigns.

• Vice President of Media, Social & Emerging

  • Nov 2017 - Jun 2022

  San Francisco Bay Area •Oversee and manage partnerships with strategic digital platform partners including Apple, Amazon, Facebook/Instagram, Snapchat, Pinterest, Twitter, Twitch, TikTok, eBay, Reddit and Zynga. Work closely with these accounts to increase media support, secure innovative partnerships and beta test new ad products. •Establish specific and measureable strategies, plans and commitments annually for assigned accounts with quarterly reviews and updates •Lead in identification, evaluation and… Show more •Oversee and manage partnerships with strategic digital platform partners including Apple, Amazon, Facebook/Instagram, Snapchat, Pinterest, Twitter, Twitch, TikTok, eBay, Reddit and Zynga. Work closely with these accounts to increase media support, secure innovative partnerships and beta test new ad products. •Establish specific and measureable strategies, plans and commitments annually for assigned accounts with quarterly reviews and updates •Lead in identification, evaluation and roadmap development of new social and digital media platform technologies and forge relationships with those that will benefit the Ad Council and drive our mission forward. •Manage Ad Council's Social & Emerging Media team which consists of 2 Directors and 1 Manager - overseeing all projects and ensuring goals are met •Contribute to and inform Ad Council’s media model evolution by identifying new ways to receive support from media partners (e.g. co-branded partnerships, influencer marketing, brand partnerships, chat bots, AI, VR/AR, etc.) •Share learnings about new technologies that will impact our media model specifically AR/VR, Chat Bots, AI and wearables. •Find scalable ways to integrate Ad Council's campaign messaging into gaming platforms to extend the growth of "Game For Good", a gaming initiative started by Ad Council in 2017. Gaming partnerships include advertising, partnering with gaming influencers, and integrating our causes into games. •Represent The Ad Council at tent-pole industry conferences such as CES and SXSW.

• Director of Business Development and Innovation

  • Aug 2016 - Nov 2017

  San Francisco Bay Area • Oversee innovative social good partnerships with major platforms including Facebook, Instagram, Snapchat, Twitter, Apple, Amazon, Pinterest and Disney. • Build large scale social impact campaigns with each platform aligning with specific targets, programming/content, marketing goals and corporate social responsibility initiatives • Measure and analyze data metrics and brand effect studies to evaluate the success of each partnership, understand trends, and develop future creative and… Show more • Oversee innovative social good partnerships with major platforms including Facebook, Instagram, Snapchat, Twitter, Apple, Amazon, Pinterest and Disney. • Build large scale social impact campaigns with each platform aligning with specific targets, programming/content, marketing goals and corporate social responsibility initiatives • Measure and analyze data metrics and brand effect studies to evaluate the success of each partnership, understand trends, and develop future creative and media strategies • Foster a culture of innovation and experimentation by testing newly developed features and ad products that are frequently presented in public facing case studies and white papers. • Secure and develop relationships with new and emerging media, creative and technology platforms that can help drive impact for Ad Council’s campaign issues. • Showcase Ad Council’s innovative partnerships through thought leadership panels and presenting at media + tech conferences like SXSW and CES. • Primary point of contact between the media/tech companies and Ad Council’s internal and external stakeholders including advertising agencies, non-profit organizations and government agencies.

• Director of National Accounts

  • May 2010 - Aug 2016

  Greater New York City Area



Initiative

• United States
• Advertising Services
• 700 & Above Employee

• Senior Media Planner

  • Mar 2009 - May 2010

  Greater Los Angeles Area • Managed 30+ local media plans for Hardee's (a quick service restaurant) with the goal of reaching engaged consumers • Used Initiative’s proprietary tools to identify specific targeting insights and the media consumption habits of our consumers • Strategically evaluated and planned media in various media channels including Spot TV, Spot Radio, Digital, Print (Newspaper and Local Publications), promotional sponsorships, sports sponsorships and on-site event opportunities • Tracked… Show more • Managed 30+ local media plans for Hardee's (a quick service restaurant) with the goal of reaching engaged consumers • Used Initiative’s proprietary tools to identify specific targeting insights and the media consumption habits of our consumers • Strategically evaluated and planned media in various media channels including Spot TV, Spot Radio, Digital, Print (Newspaper and Local Publications), promotional sponsorships, sports sponsorships and on-site event opportunities • Tracked monthly budgets and purchased media to ensure Hardee’s was meeting their specific goals in each market Show less



Mindshare

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Regional Communications Planner

  • Jun 2007 - Mar 2009

  Greater Los Angeles Area • Managed local media plans for Ford Automotive in San Francisco, Los Angeles, San Diego, Palm Springs and Honolulu • Appointed Digital Expert of regional office - the sole employee responsible for fielding questions from clients and vendors as they relate to the emerging digital landscape • Utilized Mindshare’s proprietary research tools to compile competitive data and strategic planning tactics in each region • Created presentation decks for Mindshare’s Annual Communications meeting… Show more • Managed local media plans for Ford Automotive in San Francisco, Los Angeles, San Diego, Palm Springs and Honolulu • Appointed Digital Expert of regional office - the sole employee responsible for fielding questions from clients and vendors as they relate to the emerging digital landscape • Utilized Mindshare’s proprietary research tools to compile competitive data and strategic planning tactics in each region • Created presentation decks for Mindshare’s Annual Communications meeting with the Ford Dealers Association Show less



Starcom

• United States
• Advertising Services
• 700 & Above Employee

• Media Buyer

  • Aug 2006 - Jun 2007

  Chicago, IL •Managed national broadcast television investment for Applebee’s Grill and Bar •Contributed to planning and buying broadcast, cable, sports and syndication television properties •Maintained strong business relationships with vendors and effectively tracked purchases to ensure TV networks met their guarantee and reached our client’s reach and frequency goals •Worked directly with Finance to handle all billing procedures and discrepancies on a weekly basis

• Media Planner

  • Jun 2005 - Aug 2006

  Chicago, IL •Managed local media plans for Allstate Insurance, defining key insights of local consumer’s behaviors to market the brand more effectively •Developed local media plans across various Allstate brands that utilized all forms of media •Appointed Diversity Leader for the entire Allstate group, responsible for planning and implementing integration meetings with the national and local teams



Oxygen Media

• Broadcast Media Production and Distribution
• 1 - 100 Employee

• Advertising Sales Assistant

  • May 2003 - Aug 2004

  Greater Detroit Area •Assisted in advertising sales by promoting our network to clients in Detroit and Ohio markets •Dealt with clients on a daily basis and gained a strong knowledge of advertising sales to use as a cornerstone for future opportunities