Summary
Experience
Media Planning DirectorOmnicom Media Group (OMG)
- Directed media strategy for a portfolio of 5+ Fortune 500 clients, managing annual media budgets exceeding $150M and consistently surpassing campaign KPIs by an average of 15%.
- Led and mentored a team of 10 media planners and buyers, fostering a culture of continuous learning and achieving a 20% improvement in team efficiency through process optimization.
- Pioneered the adoption of a new programmatic buying platform, resulting in a 10% reduction in media costs and a 25% increase in audience targeting precision for key clients.
- Developed and implemented cross-channel attribution models, providing actionable insights that improved campaign effectiveness by 18% across digital, TV, and OOH channels.
- Secured over $20M in incremental client revenue by identifying and leveraging emerging media opportunities and innovative ad formats.
Associate Media DirectorDentsu International (formerly Dentsu Aegis Network)
- Managed integrated media plans for major consumer brands, overseeing budgets of up to $80M and delivering an average of 12% increase in brand recall and engagement metrics.
- Negotiated and secured high-value media placements, achieving 15% better rates than market benchmarks for programmatic and direct buys.
- Collaborated with creative and analytics teams to ensure seamless campaign execution and reporting, enhancing client satisfaction by 20%.
- Implemented A/B testing frameworks for digital campaigns, identifying optimal ad creatives and placements that boosted conversion rates by 10-15%.
Senior Media PlannerMindshare (WPP)
- Developed comprehensive media plans for retail and CPG clients, managing monthly spend of $5M-$10M and improving campaign reach by an average of 20%.
- Conducted in-depth market research and audience analysis to inform media strategy, leading to a 10% more efficient allocation of media budgets.
- Monitored campaign performance and provided optimization recommendations, increasing click-through rates by up to 25% across various platforms.
- Presented media plans and performance reports to clients, fostering strong relationships and achieving 95% client retention rate.
Media PlannerPublicis Media
- Assisted in the development and execution of media plans for entertainment and tech clients, contributing to campaigns with budgets up to $30M.
- Researched media opportunities and managed vendor relationships, contributing to a 5% cost saving on select campaigns.
- Prepared detailed media schedules and budgets, ensuring accuracy and adherence to client objectives and timelines.
- Analyzed campaign data and generated performance reports, supporting strategic adjustments that improved campaign efficiency by 8%.
Campaigns & Projects
Global Brand Relaunch Campaign
- Led the media strategy and execution for a $75M global brand relaunch across 10+ markets, achieving a 30% increase in brand awareness and 15% market share growth in key regions.
- Developed a proprietary cross-platform measurement framework, providing real-time insights that enabled agile adjustments and a 10% more efficient media spend allocation.
- Negotiated strategic partnerships with major publishers and ad tech vendors, securing premium inventory and exclusive data segments to maximize campaign reach and impact.
Direct-to-Consumer (DTC) Performance Marketing Initiative
- Oversaw the media planning and buying for a new DTC e-commerce venture, scaling monthly ad spend from $50K to $1M while maintaining a consistent 3:1 ROAS.
- Implemented advanced audience segmentation and lookalike modeling, which drove a 40% improvement in customer acquisition cost (CAC).
- Successfully navigated strict privacy regulations (GDPR, CCPA) by developing compliant data strategies that maintained performance and minimized risk.
Sustainable Media Buying Framework Development
- Pioneering the development of a sustainable media buying framework to reduce carbon footprint associated with digital ad impressions by 25% by 2025.
- Researching and evaluating ad tech partners and platforms committed to green advertising practices and renewable energy data centers.
- Collaborating with industry bodies to establish benchmarks and best practices for environmentally conscious media planning and execution.
Education
New York University (NYU)Master of Science in Marketing Analytics
- Graduated with a 3.9 GPA, focusing on predictive modeling and statistical analysis for marketing.
- Completed thesis: 'Predictive Modeling for Media Spend Optimization Across Digital Channels'.
University of Southern California (USC)Bachelor of Arts in Communications
- Consistently named to the Dean's List for academic excellence.
- Minor in Business Administration, providing a strong foundation in marketing principles.
Skills
Media Strategy & Planning
Integrated Media PlanningProgrammatic AdvertisingCross-Channel StrategyAudience SegmentationBudget ManagementMarket Research
Platforms & Tools
Google AdsFacebook Ads ManagerDV360The Trade Desk (TTD)Mediaocean SpectraComscore
Analytics & Reporting
Data Analysis & VisualizationAttribution ModelingCampaign OptimizationROI AnalysisGoogle AnalyticsTableau
Leadership & Client Management
Team Leadership & MentorshipClient Relationship ManagementNegotiationPresentation SkillsStrategic PartnershipsProject Management