Deborah Cooper Email & Phone Number

Fountain Valley

The Garage is an exclusive, secure research, clinic and special events facility. Built with flexibility in mind – the space can be adapted to accommodate:- Large or small product clinics- Large or small focus groups or individual in-depth interviews- Meetings- Training sessions- Mock juries- Special eventsPartner at The Garage Research Facility

Led national and regional media agency activity for Initiative’s largest account - Hyundai Motor AmericaDeveloped media strategies (on and offline), media targets and direct implementation of Hyundai annual media plan as well as vehicle launch plansSuccessfully developed Hyundai’s first step into the luxury arena for the launches of the Genesis, Genesis Coupe and Equus. Identified product and target truths and applied to media strategy. Brand placed well above objectives and gained market share.Developed strategy to increase number of Dealer Advertising Associations resulting in additional agency revenue. Via this strategy grew the tier two business from $28 million to well over $200 million.Lead staff of 25

Infiniti MediaGlobal liaison for all media efforts i.e. development of global media synergies between US, Europe and Japan.Managed strategy, execution, budget, tracking and optimization of all Infiniti media (on and offline)Direct responsibility for all on and offline media: TV (Network, Spot and Cable), print (newspaper and magazine), outdoor, radio, paid search, lifestyle web sites and third party auto research sites, text messaging and all wireless applications.Planned and executed media for Hispanic and African American efforts.Managed all agency partners. Negotiated annual agency scope, staffing, fee and bonus for all advertising agency partners. Lead several agency reviews.

Marketing – Purchasing liaison for all aspects of marketing, creative, production, media.Managed development of strategic procurement and sourcing plans for entire NNA marketing spend, approximately $1Billion annually.In conjunction with marketing, ad agency and media audit company developed Key Performance Indicators and measured year over year media efficiencies. FY04 delivered 6% media efficiency. FY05 delivered well over 5% and FY06 over 7%.Monitored and evaluated effectiveness of mass media purchases and the efficient use of corporate resources for advertising campaigns – including all aspects of production. Global team participation – global advertising agency compensation, global brochures and global media.Lead the National Latino advertising agency review conducted in CY04 resulting in 11% efficiencies in fee spend.

Directed development of new brand and image package worldwide, moved the company from a single product offering to a full scope of products. Lead all marketing functions, oversaw the development and implementation of the strategic marketing plan and ensuring effective implementation of all product activities globally.

Managed Western Regional Dealer Advertising Association activity, media, creative, dealer meetings.Implemented the first direct mail program at the regional level.

Developed new brand image. Directed creative development of the national advertising campaign (consisting of television, radio, newspaper, digital and OOH) that delivered the new brand message. Brand awareness, opinion and shopping increased.Directed both qualitative and quantitative research for brand development, vehicle launches, copy testing and ongoing 41 market tracking study.Developed media plan, and managed media budget of 145 million and production budget of 15 million. Client producer on new product launch dealer meetings.

Bs In Business Administration Minor In Marketing

Bachelor Of Science, Business Administration, Marketing Emphasis