- Washington US-DC
- [email protected]
Director, Marketing Media (Planning & Partnerships)
Track record of success creating integrated multi-platform media planning strategies, in-depth analyses, high media value partnerships across broad range of brands and budgets up to $300MM: Discovery Channel, TLC, History Channel, Visa, Burger King, Novartis, Smith Kline Beecham
Experience at media agencies and client side; 8+ years marketing cable brands
Demonstrated ability to work collaboratively and influence cross-functional teams. Fosters creative ideas, results, efficiencies, problem solving and meets critical deadlines in fast-paced environments
Analytical, adaptive, independent, dedicated, enthusiastic, curious, self-starter committed to excellence
·Media Strategy, Planning Expertise
·Digital Media Campaigns
·Marketing Partnerships & Strategy
·Events & Promotions
·Client Service (Internal & External)
·Agency & Staff Management
·Target & Competitive Insights
· Media Research Analyses
· Budget Management
· Negotiations & Barter
Discovery Communications - Silver Spring, MD & London, UK 2005 – 2010
Director, Marketing Media (Planning & Partnerships)2007 – 2010
Manager, Marketing Media (Planning & Partnerships)2005 – 2007
Brands:Discovery Channel, TLC, Planet Green, Animal Planet, Discovery Health
Key member of marketing team, worked collaboratively with cross-functional internal team (brand strategy, social media, affiliate, research) to design and execute marketing strategies/campaigns using paid traditional & digital media and corporate owned assets that led to promotion to director.
Initiated, evaluated, executed valuable integrated marketing partnerships and selected and directed promotions, event, media planning, digital media, SEM, agencies.
Digital & Traditional Media Campaign Management & Analysis
Initiated digital creative and media plan post analyses and rich media creative best practices
Continually created best practices/processes for workflow efficiencies adopted by department/agencies
·Led digital process reform that increased workflow efficiencies and campaign effectiveness
Employed campaign performance research that provided upper and lower funnel metrics and audience conversion that informed media mix (Nielsen, Insight Express, Marketing Evolution)
Consumer Marketing and Integrated Media Strategy (Paid Digital/Traditional, Corporate Media Assets)
Used research and insights to develop targets, budgets, geography and effective media strategies that significantly improved plan efficiencies, converted audiences and broke ratings records
·Highly targeted Sarah Palin’s Alaska campaign broke TLC rating record, 5MM viewers
·Planet Green campaigns upped awareness 2x, brand knowledge +80%, Social Media fans 10x
·National Body Challenge direct response campaign was 2x as efficient as 2007, had 375,000+ sign-ups
Chosen to spend 4 months in London office to establish on-air media/creative best practices/efficiencies
·Set EMEA campaign priorities for creative team, significantly improved production ROI
·Delivery guidelines contributed +15% ratings; partnership, cross-channel activity+30% reach
Integrated Marketing & Media Partnership Development
Negotiated over $7MM media value initiating no-cash marketing partnership content integration
·Planet Green partnerships proven most effective launch vehicles in driving intent to tune-in
Created unprecedented campaigns by initiating over-turn of long standing corporate TV barter restriction
·Punkin’ Chunkin’ barter campaign yielded highest rating in network history (2x rating vs. year prior)
2003 – 2005
Media Strategy Supervisor* Account: VISA (Signature Card, NFL/Disney Sponsorships, Auto Bill Pay)
Created Media Strategies/ Plans for $300MM+ budgets and led comprehensive Competitive Analyses.
2000 – 2003* Accounts:History Channel* Renaissance Hotels
Analyzed Data (target, ratings, media usage, geography, direct response and test), won New Business and negotiated Multi-platform Partnerships.
Initiated in-depth Nielsen ratings analysis that led to defensive marketing tactics praised by client.
Designed direct response strategies and evaluated results that significantly altered future plans.Responsible for media strategies that won $20MM+ new business and increased plan efficiency.
Negotiated multi-platform integration partnerships that delivered $400,000 in no-cash media exposure.
Budgeted and Planned over $300MM in Media (primarily TV) and led variety of Competitive Analyses
Completed complex analysis that ensured franchisees received equitable value from national media spends (in-market local delivery analyses).
Designed new system for tracking daily, weekly, monthly, quarterly, annual QSR competitive activity.
Media Planner * Account: Novartis(Triaminic, Theraflu) 1996 – 1998
Assistant Media Planner * Account: Smith Kline Beecham(Nicorette, Tums) 1996 – 1996