Bertha Lee Email & Phone Number

Greater Los Angeles Area

For most of my advertising career, I've focused on the total market/general market consumer, so at IW, I switched gears to look at the modern consumer differently through a multicultural lens. And taking a cue from McDonald's... "I'm Lovin' It!" Clients: Lexus (National and Dealer Association), McDonald's, Northwestern Mutual, Covered CA, National Institute of Health (NIH), LA County Registrar (Get Out the Vote), Southern California Edison (SCE), Nielsen, Disney, HealthCare.gov, New BusinessKey Contributions:- Growing budget/scope for multicultural investment- Expanding agency thought leadership Keynote Speaker/Panelist for:- Advertising Education Foundation (AEF), University of Washington (Undergraduate and MBA courses)- Asian American Advertising Federation (3AF)- Corporate brands (Northwestern Mutual)

Greater Los Angeles Area

At OMD, I switched gears a bit to focus on digital advertising, and gain expertise in media research, specifically. I learned a lot from the creative and strategy sides of the advertising business with my previous roles, and this media role at OMD gave me a better holistic picture of the advertising model. Clients: Activision, Experian Credit Services, Hilton Hotels, Infiniti, Hawaii Visitors and Convention BureauHere's what I did:As with my previous roles, I collaborated cross-functionally with various agency teams, outside vendors (e.g., Google, Nielsen, comScore, Millward Brown, Research Now, etc.) and clients to design, manage, analyze, disseminate, and present insights from data (e.g., cross-media effectiveness studies, segmentations/consumer insights, ad/brand tracker studies, digital campaign performance reports). I also managed a team of two analysts, and was the lead in conducting critical weekly digital campaign audits for programmatic media campaigns to strategically optimize and allocate client dollars. Lastly, I conducted various segmentation and audience sizing analyses to identify additional target groups that were brand-receptive, and recommended actionable market strategies to broaden reach and projected revenue potential.

Playa Vista, Ca

Team One is where I continued to hone my advertising and consumer research skills, learned how to navigate political waters, effectively and efficiently manage others, and became an expert in automotive branding/research. Here's a tidbit of what I did at Team One (held 2 roles):Managed multiple market analyses by leveraging consumer and sales data to identify opportunities and executed regional (i.e., traffic-driving) strategies to help clients gain market share. Developed campaign briefs and strategies to help build awareness and consideration for brands, models, and products. Collaborated cross-functionally with various agency groups, outside vendors (e.g., Google, AutoTrader, Polk, etc.), and clients to help design, manage, analyze, disseminate, and present a variety of research projects (e.g., ad/brand tracker studies, consumer attitude surveys, Web site usability tests, focus groups, sponsorship evaluations, etc.). Managed and executed annual agency evaluation survey to gauge problem areas and proposed opportunities for improvement. Provided in-person training to Team One’s satellite offices on sales analyses.Provided mentorship/training for department analysts.Helped established experiential marketing research in the agency to measure the effectiveness of various client-sponsored events. This led to more effective and targeted sponsorships, and created an additional position in the department. Clients: Lexus and Lexus Dealer Association

Santa Monica, California

RPA is where I got my start in advertising and consumer research, where I learned from the best, and where I built my professional foundation (e.g., research/project management, critical thinking, strong work ethic, etc.). Here's a summary of what I did at RPA (held 3 roles): As a Research Planner, I worked closely with the various departments within RPA (e.g., Account, Planning, Media), as well as outside vendors and clients, to help design, manage, analyze, and disseminate a variety of research projects (e.g., market analysis research, sponsorship evaluation studies, ad tracking studies, surveys of consumer attitudes, etc.).Clients: Acura, Honda, Mandalay Bay, La-Z-Boy, Farmers Insurance, SOYJOY

Bachelor Of Arts - Ba, Psychology, Education

Activities and Societies: Psi Chi, Neuroscience Undergraduate Society, AACF, Interdisciplinary Relationship Science Program, SHOUT.

Education record