Experience

CMI Media Group

• United States
• Advertising Services
• 700 & Above Employee

• Director, Business Insights

  • Jun 2020 - Present

  CMI Media Group, a WPP company, is a full-service media agency that builds critical media paths to support targeted therapeutic areas. With 30+ successful years in marketing strategies for healthcare services and a dynamic team of diverse backgrounds, we know how audiences consume information to achieve healthier outcomes, and we use that knowledge to guide our clients toward better relationships with their ideal audiences. CMI Media Group brings together the best technology, data, and people in the industry to deliver unmatched business results for our clients. Show less



Initiative

• United States
• Advertising Services
• 700 & Above Employee

• Director of Insights & Analytics

  • Jul 2017 - Apr 2018

  Initiative is a global communications network within IPG Mediabrands, one of the world’s preeminent media services entities and part of Interpublic Group (NYSE: IPG). Initiative employs more than 3,200 creative and dynamic colleagues in 94 offices in 80 countries managing approximately $16 billion in billings annually. Initiative’s comprehensive range of communications services include: insight and strategy, analytics, media planning and buying, digital communications, branded content creation, evaluation and accountability services and social media strategy and community management. My clients: Boeing, MFS, Academy Sports + Outdoor, Aramark • Agency lead for digital analytics, measurement, testing, business intelligence, and market research • Led and mentored team of analysts on the Cultural Insights & Analytics team • Developed cross-channel campaign measurement frameworks, KPIs, and media tests with learning agenda and business success metrics • Analyzed campaign performance and delivered insights to optimize media plans • Collaborated with planning, strategy, and account teams using insights to inform digital and programmatic strategies • Designed, executed, and presented findings of ad effectiveness and brand lift research studies • Profiled target audiences to determine the most effective way to reach and engage them • Served as tools expert resource for internal media planning, strategy, and analytics teams • Earned Alteryx Designer certification for data preparation, data blending, and analytics (predictive, statistical and spatial) • Built and maintained Tableau dashboards to report campaign performance and uncover media insights • Leveraged tools including: Alteryx, Tableau, DoubleClick Campaign Manager, Google AdWords, Google Analytics, Adobe Analytics, MOAT, Nielsen, ComScore, Kantar, Pathmatics, Facebook Insights, Twitter Analytics Show less



IPG Mediabrands

• United States
• Advertising Services
• 500 - 600 Employee

• Director of Insights

  • Jan 2016 - Jul 2017

  Borne out of IPG Mediabrands (servicing UM, Initiative, BPN, ID Media). Mediabrands Insights is comprised of 220 insights professionals across the US. Focus on implementation of results. Optimizations taking into account real world constraints. Outputs incorporated into planning tools. Simply put, we do two things: audience research - bridge the planning target to audiences we can reach and buy - and response analytics - measure how the target responds to media. My clients: Massachusetts Financial Services, Tyson, DeVry University and Serta Simmons • Provided audience, market and media landscape understanding for Mediabrands media planning teams and clients • Developed proposals for analytics and research solutions for Mediabrands clients • Designed, executed, and managed primary research studies, presenting the results and recommendations to clients • Created, managed, and presented the results of ad effectiveness and brand lift research studies • Collaborated with partner agencies on the implementation and analysis of multi-channel attribution models • Built and managed dynamic digital media performance and business intelligence dashboards Show less



BPN Worldwide

• Advertising Services
• 1 - 100 Employee

• Director of Insights

  • Oct 2012 - Jan 2016

  BPN is a full-service media agency, part of the IPG Mediabrands global network. Our mission is to help clients realize their growth agenda through progressive, data-led content and audience activation. BPN currently has 36 offices in 28 countries, partners with more than 200 clients worldwide and manages over $1 billion in annual billings. We embrace transparent and collaborative partnerships. We influence consumer shopping decisions using: real audience insights, real behavioral analysis, and real-time measurement and placement. We don’t buy media. We buy touch points. We balance proven, traditional media with emerging platforms. My clients: Tyson, Applebee’s, IHOP, DeVry University, Six Flags • Worked simultaneously at BPN for internal clients and at Shopper Sciences as a consultant for non-BPN clients • Managed the development of the agency’s insights, analytics, and research practice during the agency’s start-up • Analyzed category, audience, competitive, and cultural trend research to support the media strategy and planning for the agency’s clients • Delivered channel and media insights to select the most effective media channels, networks, programs and websites for our clients’ advertising campaigns • Developed quantitative and qualitative research to deliver insights about the path to purchase for our clients’ target audiences and made recommendations to help grow their businesses • Deployed research studies for audience targeting, segmentation, brand perceptions, message, brand, campaign, brand positioning, and path to purchase studies • Utilized research to identify the whitespace and opportunities for growth for the agency’s clients and prospects • Co-led path to purchase research training summit for BPN offices in the EMEA region • Leveraged tools including: Qualtrics, NetBase, Brandwatch, Trendwatching, Google Insights, and syndicated data sources including: Simmons, GfK MRI, IPSOS, Placed, and YouGov Show less



Shopper Sciences

• Greater Chicago Area

• Director of Insights

  • Oct 2012 - Jan 2016

  Shopper Sciences is a full-service shopper marketing consultancy providing retailers, manufacturers, and advertising agencies with insights necessary to align marketing strategies with factors that truly influence the shopper's decision to buy. Shopper Sciences is dedicated to understanding shoppers and shopping behavior better than any other company in the world. It uses this understanding to help turn shoppers into customers for retailers, brands, and agencies. My clients: General Mills, Scotts Miracle-Gro, Google, Hillshire Farm, Jimmy Dean • Worked simultaneously at Shopper Sciences as a consultant for non-BPN clients and at BPN for internal BPN clients • Co-led the redesign of the Shopper Sciences’ proprietary custom path-to-purchase research questionnaire, developed research best practices, and sold research projects to new BPN and Shopper Sciences clients • Designed, executed, and managed primary research studies • Performed data analysis, report writing and delivered final results presentations to internal departments, external agencies and clients • Conducted supplier evaluations and provided organizational recommendations based on capabilities, methodologies, executional trade-offs, and investment levels • Researched innovations and trends that impacted the media landscape and how brands engaged with their audiences • Created annual consumer trend reports Show less



Geomentum

• United States
• Advertising Services
• 1 - 100 Employee

• Director of Insights

  • Apr 2007 - Oct 2012

  Geomentum, a division of IPG Mediabrands, is the largest local media and marketing agency in the nation, managing $2 billion in local billings annually for the most active national retail, restaurant, hospitality and CPG brands. As part of the Interpublic Group of Companies, Geomentum has five US offices and employs 200 creative local strategists and innovators. With the mantra, Own the Neighborhood™, Geomentum offers a full spectrum of localized media services that can be scaled across thousands of neighborhoods and business locations. Geomentum was recently awarded “2010 Hyper-Local Agency of the Year” by the editors of MEDIA magazine. My clients: Sony, The Home Depot, Petco, Toys R Us, VisionWorks • Client-facing lead for the development and management of advanced analytic projects • Led and mentored the development of a team of analysts, statisticians, and GIS analysts • Built strong client relationships, executed effective targeted marketing, analyzed consumer behavior, created additional sales opportunities with existing customers, and optimized business results • Developed analytics solutions for clients to solve a variety of business challenges • Managed team of Analysts that developed various models including: linear and logistic regression, time series, factor analysis, clustering, C&RT, CHAID, and artificial neural networks • Identified and used appropriate data sources to carry out in-depth quantitative analyses of customer, market, transaction level data sets • Developed and launched innovative insights products based on statistical models that aligned with client needs for customer acquisition, competitive blunting, media migration and local media planning applications Show less



NSA Media

• United States
• Advertising Services
• 1 - 100 Employee

• Account Manager

  • Jul 2005 - Apr 2007

  NSA Media is a fully-integrated media agency focused on driving significant business results for clients through the effective use of media, across multiple channels, including: print, digital, mobile, and social. Founded on the principle that investments in media could deliver more favorable returns for major brands and retailers, NSA Media has been challenging the “status quo” for over 20 years. The consumer-centric approach to buying media incorporates a comprehensive mix of advanced analytics, intelligent insights, competitive rates and flawless execution to ensure our clients’ media investments are fully optimized.My clients: Sears, CVS Pharmacy, OfficeMax, TJ Maxx and Marshalls, Gander Mountain, USPS• Managed teams that performed the media planning, market analysis, vendor contract negotiations, media execution, and billing for clients across a wide range of industries• Championed client relationships and delivered client recommendations and analytics reports• Grew revenue by increasing the scope of business with key clients and through selling incremental project work• Spearheaded operational process optimizations that led to time efficiencies and consistency across campaign applications• Mentored and oversaw the career development of team members across disciplines • Developed project management tool for use across the agency to improve the quality of deliverables to clients and the improve the efficiency of the agency’s resources Show less

• Senior Account Executive

  • Apr 2002 - Jul 2005

  • Day-to-day client contact and contributor on the new business team• Developed media recommendations utilizing sales, competitive, demographic, and behavioral data • Analyzed client ZIP Code level sales data• Utilized industry research tools in the aid of media and partner selection• Negotiated contracts with media vendors resulting in rate savings that exceeded client goals



Market Place Print

• Senior Account Executive

  • Apr 1999 - Apr 2002

  Market Place Print is a print media agency that provides strategy, planning, analytics, investment and activation services to reach the local marketplace. MPP is a division of MARC USA, an independent United States-based advertising agency with more than $50 million in billings and 270 employees. MARC USA operates full-service offices in Chicago, Illinois, Boston, Massachusetts and Pittsburgh. My clients: The Home Depot Radio Shack, TJ Maxx and Marshalls• Worked with senior-level clients to develop and implement print media strategies • Supervised team of media planners, analysts, and media buyers• Led agency Brilliant Customer Service training and development• Selected to internal Six Sigma committee to rebuild and improve the agency’s internal media planning, buying, analysis, execution, and billing processes Show less

• Account Executive

  • Apr 1998 - Mar 1999

  • Day-to-day client contact overseeing the print media planning, buying, analysis, and execution for national retail clients• Analyzed markets and competitive landscape and implemented targeted print media plans• Negotiated contracts with over 100 newspaper partners delivering rate savings to clients• Delivered on-site client training for proprietary online media planning tools