Anthony Martinez Email & Phone Number

Atlanta, Ga, Us

London, England, Gb

Doraville, Ga, Us

With this company, I managed brand and performance marketing investments and served as a member of direct-to-consumer leadership team. I headed digital marketing strategy and media advertising to drive brand growth while transforming organization's media model. I supervised a highly-engaged, remote team of 20.Some key achievements in this role include:• Designed integrated holistic, full-funnel media mix strategy and new full-funnel media operating model that increased media return on ad spend (ROAS) by 8% and saved $400K in costs.

Atlanta, Ga, Us

With this organization, I pioneered the company's first international media services function to increase consumer interactions and strengthen brand awareness. I standardized media classification and data management improving accuracy and automating reporting, and built the company's first global programmatic ad-technology stack. Some key achievements in this role include:• Streamlined programmatic advertising by consolidating 20 demand-side platforms (DSP) into two global agreements.• Yielded $120M in efficiency gains through leading initiative to unify global ad-tech and standardize measurement and KPI framework.

Atlanta, Ga, Us

In this role, I implemented a new global integrated marketing strategy. I collaborated cross-functionally to define programmatic advertising and data stack, and oversaw the international Request for Proposal and deployment of Google Campaign Manager, Integral Ad Science (IAS), and Salesforce DMP across 32 markets. I also instituted company’s practice for brand safety and suitability and authored Responsible Marketplace Principles. Some of my achievements in this role include:• Equipped leaders worldwide with Company’s first Global Audience Planning Playbook of data-driven strategies that leveraged consumer segmentation and geotargeting.• Directed 12 agency reviews in 18 months resulting in $5M in cost savings to organization.

Atlanta, Ga, Us

In this role, I instituted the company's first in-house communication planning agency. I oversaw the organizational structure, hiring, and strategic partnerships while building products, service credentials, and work plan strategies. I grew the department scope, internal customers, and media spend. I also partnered and negotiated with Facebook and MRI to activate consumer data for media targeting.A key achievement in this role includes:• Expanding the team to service seven internal clients within first year while managing $100M in media spending.

Atlanta, Ga, Us

In this position, I developed branded marketing content programs for the portfolio leveraging partnerships, new media platforms, and digital technologies. I built a strategic communication campaign for vitaminwater and delivered the company's first YouTube video strategy. I promoted products through content distribution and re-targeting strategies across YouTube and Google channels.Some key achievements in this role include: • Executed Make Boring Brilliant campaign that boosted positive brand sentiment for vitaminwater to all-time-high.• Used Market Mix Modeling (MMM) to optimize the balance of digital and traditional media to deliver a 40% ROI improvement.

New York, Ny, Us

With this company, I delivered customized marketing programs, and launched content for card loyalty communities. I led the marketing program for Global Corporate Card Business, and deployed branded digital and live Unstaged concert series with YouTube. I partnered with internal data team to build data-driven storied content for site visitors.A key achievement in this role includes:• Created content-centric lead generation initiative targeting mid-market segment for American Express Corporate card that secured 10 new clients while generating $3.9M charge volume in the first year.

London, England, Gb

With this company, I implemented an integrated marketing strategy driven by data and consumer insights to promote new product lines. I acquired new consumer segments and initiated customized co-viewing programming through media investment management.A key achievement in this role includes:• Grew Pampers NA sales to $3B by identifying new consumer segments and optimizing TV programming and media spend investments.

New York, Ny, Us

Managed vendor RFPs, negotiations, Insertion Orders in plan's execution. Made strategize plan and budget allocation recommendations by analyzing syndicated media consumption and audience data.

Master Of Science (M.S.), Strategic Communication

Certificate, Marketing Analytics

Certificate, Data Analytics 360

Certificate, Marketing & Brand Management

Bs, Business Administration, Marketing