Aidan Quinlan-Walshe Email & Phone Number

New York, New York, United States

Change-agent overhauling Pfizer’s first foray into modern, 21st century media buying. Successfully deployed Pfizer’s transition into hyper-targeted media, expanded into new platforms within social, point-of-care, and TV-buying, and established a new format for media reporting leading to improved efficiencies.Partnering with Pfizer, Bristol-Myers Squibb, and Sumitomo Pharmaceuticals to deliver on business objectives. This includes the launch of Pfizer+Sumitomo’s first campaign addressed to women suffering with endometriosis. This also includes revamping Pfizer+Bristol-Myers Squibb’s use of TV advertising to enhance performance and insights against their target audience by leveraging the companies’ first instance of data-driven linear TV.Oversaw the launch and execution of more than $100MM in media spend during agency transition. Integral part of the successful transition and launch of Pfizer’s nearly $500M annual media budget in the handoff to Publicis. Leading a team of ten people, I established key processes and swim lanes for both the Pfizer and Publicis teams while standing up a media buying and management operation that ensured all teams were kept abreast of the latest status of launch.Leading a team of paid media strategists and planners supporting Pfizer's Women's Health and AFIB portfolios. Consistently bringing strategic and data-driven insights to overhaul the team's approach to advertising and marketing from the ground up. Counseled team members at all levels of experience while aligning towards a common goal and approach to deliver for Pfizer. Driving strategic optimizations for Pfizer's media activities which lead to $10M+ in savings in the first 60 days. This included leading the Pfizer team into their first foray into audience-first targeting and optimizations, which led to a 72% reduction in media waste. Further optimizations led to a 35% improvement in campaign ROI thanks to enhanced targeting across the campaign's channels.

New York, New York, United States

Developed innovative strategies for full funnel campaigns: Evangelized the specific role channels and platforms play and leveraged their strengths at every phase of the customer journey from awareness to consideration to conversion. Oversaw the execution of campaign budgets ranging from tens of thousands to tens of millions of dollars all while delivering improved performance and efficiency.Led cross-functional teams to success: Worked across multiple teams at Known to deliver success for clients in the DTC, FinTech, and entertainment industries. This included buyers, planners, and strategists who specialized in a host of platforms from Facebook to Google Ads to various DSPs as well as emerging platforms and channels like TikTok, influencer marketing, podcasts, and CTV/OTT. These campaigns resulted in a 70% reduction in subscriber costs for clients and a 25% increase in their subscriber base YoY. Introduced new, innovative strategies to clients: Led clients’ first forays into TikTok, mobile app campaigns, audience segmentation, and the use of various ad tech tools. Headed audience segmentation work, which revealed previously untapped audiences and led to a 30% increase in enrollment volume and new brand and product insights that the client was able to use to enhance their mobile app experience.Responsible for managing Known’s second-largest media client: Coordinated the billing, spend, and performance of the client’s $50M annual budget. This included a sophisticated tROAS model that ensured the campaign’s enrollments consistently delivered a positive ROI for the company. This work later contributed to the development of a present value model for the client’s customers.Helped develop Known’s reporting processes: Immediately implemented an overhauled reporting process that delivered more efficient analyses and insightful action items which was shared among clients’ C-suites and was used as the template for Known’s media buying department.

New York, New York

Delivered winning campaigns: Oversaw successful campaigns during New York’s 2019-2021 legislative sessions, which delivered wins for the medical marijuana, real estate, insurance, and green energy industries. Supported multiple mayoral and city council candidates in New York’s 2021 elections. Ran multi-million dollar issue advocacy and public affairs campaigns across the US in the tech, finance, and real estate industries.Generated new business: Wrote, pitched, and won dozens of pitches for the firm with campaigns focusing on both online and offline strategies. Clients ranged from local and state races to large, multi-national public affairs campaigns for Fortune 500 companies. As a result, the digital team grew in Mercury’s New York headquarters from one to five. Standardized processes across the company, and led the team through various client challenges, namely New York’s coronavirus crisis in the spring of 2020.Improved departmental offerings: Leveraged expertise in paid media strategy, social listening, online positioning, executive leadership, website development, and graphic design to better round out the department. Paired paid media efforts with other channels like email, SMS, and influencer marketing to create 360°, surround-sound campaigns. Improved departmental reporting processes to deliver deeper insights to clients. Introduced and enforced new media buying strategies and processes, which led to efficiencies and higher profits for the firm. Trained and mentored department members to improve and up-level skills and offerings.

Washington D.C. Metro Area

Winning campaigns: Ran digital-first campaigns across all levels of government from the local to federal levels. In one instance, overcoming a 30-point poll deficit to defeat and pass various ballot propositions for clients in the energy sector. Contributed to the successful campaigns of key Congressmen and Senators. Worked with multiple PACs and issue advocacy organizations to deliver effective digital strategies that integrated closely with broader campaign apparatuses. Audience modeling and analytics: Worked with supervisor to spearhead audience-modeling projects for two of DDC’s biggest clients in partnership with another agency.. Leveraged client’s first party data of 45 million records to develop proprietary audience models for action-taking propensity, issue-support, and similar audiences. Models used to inform creative development, strategic communications, media buying, and consolidation of data across the organization.

Alexandria, Virginia, United States

Change agent delivering company-wide results: Elevated all of the company’s core offerings including web development, design, paid media strategy, and online communications strategy. Generated $300K+ in quarterly revenue for the company. Established company as a trusted partner to numerous Fortune 50 companies including Pfizer, Exxon, and Sprint. Eliminated departmental silos, working to more closely integrate the company’s design and online communications offerings. Expanded the company’s strategy offerings to fit into the event production, C-suite and executive consulting, and real estate marketing practices. Award-winning digital strategies: Responsible for the firm’s first award-winning advocacy campaign in the telecommunications space that won an American Association of Political Consultants ”Pollie” award, the first for the firm in the campaign space. This campaign was also the first advocacy run with Buzzfeed as part of the publisher’s foray into the Washington, D.C. marketplace and political industries. Other recognition included the award for best political website for the Liberal Party of Australia.Media strategy and programmatic buying: Built a standardized process and strategy for delivering results to clients on their online communications and media buying strategies. Introduced system-wide testing and analytics tools to deliver improved insights into client campaigns. Fostered the first strategic partnerships with platforms like Facebook and Google to deliver value-adds for clients. People and department management: Oversaw and led a team of six direct reports. Fostered professional and technical growth, leading to overall up-leveling of company offerings. Instituted mandatory self-improvement and skill growth on a quarterly basis. Aligned team member skills and interests with client projects. Encouraged inter-departmental cooperation and communication leading to improved efficiency.

• Analyzed email performance• Optimized email practices• Maximized open rates and click-through rates• Developed content for emails• Interfaced with clients on emails• Tested email content and characteristics• Managed variety of email software

• Managed multiple social media campaigns• Developed strategy with client strategy team• Coded aspects of websites• Analyzed advertisement data• Monitored campaign activity and engagement• Researched markets, campaigns, and clients• Client Relations

Ottawa, Canada Area

• Drafted press releases, media reactions, media reviews, and broadcast reviews• Developed social media strategy• Marketed events through online and printed materials• Planned public outreach events• Researched case-specific information• Interacted with Canadian press

Washington D.C. Metro Area

• Drafted legal documents• Filed office documents• Filed documents with court• Assisted clients’ needs• Researched case-specific information

Barcelona Area, Spain

• Research various academic projects• Database administration• Generate research reports• Translated internal and pre-published documents from Spanish to English

Bachelor Of Arts (B.A.), International Affairs And Political Science

Education record