Barry Edison Email & Phone Number

Madison, Wi, Us

Recently, the Association of National Advertisers (ANA) recommended the creation of a new C-Suite role, the Chief Media Officer. This recommendation came as a result of their in-depth studies of the media-buying supply chain. Media issues have become more and more complex, and a centralized internal resource is required to drive integration between internal brand teams, media analytics and external agencies. While it is not practical for many companies to add this role in the short-term, a Fractional Chief Media Officer provides them the chance to immediately gain a portion of the benefit. With 30 years of media planning, buying and research experience, I am available to serve in this capacity for companies looking to explore the addition of this role.

Tampa, Florida, Us

Oversaw media strategy, planning and execution for Checkers and Rally's restaurants. Managed corporate and coop advertising budgets for over 800 restaurants while transitioning them to a greater digital presence in their media mix.* Re-negotiated media agency fees to save close to $400K * Brought in in4mation insights and coordinated Marketing Mix Modeling to measure media channel Effectiveness and ROAS* Conducted a media agency review* Educated franchisees and marketing team peers on intricacies of how media works

Madison & Austin, Us

My final role at Hiebing was to prove and improve marketing’s effectiveness. With a data scientist reporting to me, I oversaw the integration of agency and client data streams for marketing mix modeling and the building of analytics dashboards. * Developed Marketing Sciences offering including business analytics, marketing automation and consumer journey mapping* Coordinated Marketing Mix Modeling for Culver’s with Foresight ROI* Continued overseeing Culver’s marketing, media planning, and execution

Madison & Austin, Us

Came to Hiebing to lead the team developing a holistic planning approach across paid, earned and owned media. Landed Culver’s at the end of 2009 and developed a uniquely close marketing partnership. Together, by shifting them from strictly traditional media and public relations, and changing the focus of their messaging, Culver's became the Midwest’s premiere QSR passion brand and Hiebing’s largest account. Discovered Mckinsey’s consumer journey model, and expanded on it to better understand the “moments that matter” in brand relationships solidifying Hiebing's Touchpoint Planning process. * Oversaw paid media planning across all clients including Culver’s where we grew same-store sales by 50.1% over nine years* Grew media department from 3 to 13 people and media earnings to over 30% of agency’s net operating income* Initiated agency ad tech stack including DSP, DMP and Ad Server for programmatic buying

Southfield, Michigan, Us

Took on the new role of Media Insights Director as Doner became the World’s largest independent advertising agency. Worked with Doner’s account planners collecting and interpreting primary and secondary research to develop target insights. That work and passion for media made me an integral part of media planning across every Doner account. With an eye toward engagement, I leveraged syndicated data resources to develop new media planning tools that empowered connections planning.* Responsible for media research, media training and analytics feeding Connections Planning* Created agency proprietary media planning tools like Active Engagement Models and Trade Area Media Optimizer from available syndicated data* Developed media insights for clients like Mazda, Autotrader.com, Sirius Satellite Radio, Six Flags, Bloomin’ Brands, ADT, and PNC Bank* Acquired and maintained media research resources from Nielsen, Arbitron, MRI/Simmons, Scarborough, Comscore and SRDS

Southfield, Michigan, Us

Recruited to Doner for my digital and national media experience, it was there my perspective on media was changed forever. I got to work alongside a mentor who had developed Connections Planning at Chiat Day. At Doner, I became part of an amazing media team. Together, with a deeper focus on how audiences connected with different media, we won and transitioned several new accounts to the agency.* Pitched and transitioned new business from accounts like Sherwin Williams, Cranium, Six Flags, Buffet’s Inc., and Sirius Satellite Radio* Oversaw Doner’s Direct Response advertising efforts as they were transitioned from Baltimore to Southfield* Managed media planning and buying for Third Federal Bank, Cox Communications, ADT, AutoTrader.com, Buffet’s Inc., Cranium, PNC Bank, Sirius Satellite Radio and Sherwin Williams

Managed media planning/buying for MGM Grand Detroit, Visteon, Michigan National Bank, MichCon and Health Alliance Plan* Charged with establishing TME Detroit regional media operations with media-only clients to complement existing business* Member of Media Edge’s Media Director Council and Y&R/WCJ Detroit’s Operating Committee

Oversaw Detroit and Chicago offices selling display banners and digital sponsorships* Represented 20 different web properties including the CBS Sportsline and Prodigy Online Service

Media Supervisor (Cadillac)• Responsible for the planning and implementation of communications across all media for Cadillac• Designed criteria for WWW sponsorship evaluation used on Pontiac, Cadillac, and eventually adapted for use throughout DMB&B North AmericaCompetitive Marketplace Analyst• Loaned to General Motors - NAO Marketing Department for budget modeling project• Redeveloped spending models based on brand life-cycleMedia Planner (Pontiac)• Wrote media plans for Pontiac Firebird and Trans Sport, and Pontiac Motorsports• Appointed to DMB&B Interactive - D’Arcy’s North American task force on Interactive Marketing• Spoke at Conference On Interactive Marketing/East in Orlando FL during May 1994Assistant Media Planner (Pontiac)• Responsible for planning and implementation of Pontiac Dealer Marketing Association media activity• Assisted planning team with media research and presentation support

Bachelors, Advertising

No Degree, Chemical Engineering

Associates, Theater