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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

·Project-Campaign Management

·Client Service (Internal & External)

·Creative Collaboration

·Agency & Staff Management

·Target & Competitive Insights

·     Media Research Analyses

·     Budget Management

·     Negotiations & Barter 

Work experience

Media Planning & Account Management Intern

Ketchum Advertising & Hallmark Tassone Internships

Media Planning & Account Management Intern

Saachi & Saachi & J. Walter Thompson Internships
Apr 2005Nov 2010

Director, Media Planning and Partnerships

Discovery Communications

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)


Media Strategy Supervisor

OMD (client: Visa)

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.

  • On panel that presented competitive review to 50+ executives.
  • Designed NFL sponsorship strategic promotion, chosen by senior management 2004 Best Idea.
  • Ideated/implemented branded content, integration and new media opportunities.
  • Introduced bottom-up product based, targeted planning strategy that increased plan efficiency/ effectiveness.

Media Planning Supervisor

Horizon Media (clients: History Channel, Renaissance Hotels, David's Bridal)

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.


Media Planner

MediaVest/DMMB (client: Burger King)

 Account:Burger King

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

Jordan McGrath (clients: Smith Kline Beecham, Novartis)

Media Planner * Account: Novartis(Triaminic, Theraflu) 1996 1998

Assistant Media Planner * Account: Smith Kline Beecham(Nicorette, Tums) 1996 1996


B.A Advertising

Pennsylvania State University