Donna Smith Email & Phone Number

Toronto

Toronto, Canada Area

Proven leader responsible for the development and implementation of communication planning solutions for a multitude of clients.* Acquired President Choice Financial and assisted in retaining account post Loblaw's amalgamation with a competitive agency* Involved in the implementation of digital attribution to assist in optimization of tactics to strengthen ROI* Development and implementation of digital acquisition strategies that proved to improve historical CPAs by 75%* Incorporated a Video Neutral approach and lowered effective costs by 17-20% depending on the target audience* Led team to drive shift from traditional media planning to communication planning approach* Drove operating efficiencies to increase productivity* Successfully negotiated a higher remuneration package for the agency pertaining to "out-of-scope" services for a Global account* Strengthened client relationships for an account that was in jeopardy of leaving agency

Toronto, Canada Area

Senior client lead and media marketing partner, responsible for driving media/marketing solutions for several blue chip clients. * Controlled and managed P&L for a total national advertising media budget of $50,000,000 per annum* Responsible for solidifying and driving media/marketing initiatives within the agency* Lead media team ensuring strategic emphasis, quality and value were present within the media solutions crafted and executed. * Development of fully integrated promotions and sponsorships that are deeply aligned with brand essence and resonated with the target audience* Optimization of media parameter to assist clients in maximizing effectiveness and efficiencies given constantly changing consumer habits* Management and development of global strategic platforms and strategiesAccomplishments:* Successfully acquired Lowe's Canada, Japan Tobacco International and FSI business for Gap/Old Navy, Pella Windows, Pier 1 and Gander Mountain* Media Innovation Awards - Gold: Campbell's Football Meets Food, Silver: Roger's Comunication Handset Protection, Wrigley Canada Sweet Suite Bronze: Wrigley Canada Magic Mirrors Certificate: Freedent Freedom* Successfully launched Lowe's (Brick & Mortar Plus E-Comm) into the Canadian marketplace stealing share from established home improvement retailers and building brand preference

Toronto, Canada Area

Oversee the media operations of both planning and buying with 16 direct reports. Part of Management team responsible for infusing strategic planning/buying operations and agency vision.* Control and manage P&L's for a total national advertising media budget of $80,000,000 per annum* Creation of new media vehicles (Flashmedia, RestroBar Backlits) thereby attaining relevant connection points to build brand preference and grow sales.* Through testing, moved a traditional 100% TV client to a multimedia mix and drove sales by 17%* Development of a teen insight research report via in-agency and at home focus groups* Hiring, training, evaluation and career path managementAwards* Best Integrated Worldwide Media Plan - Wrigley Canada Excel Cherry Chill* SMG Canadian Media Guru* Strategy Magazine's Outdoor Buyer of the Year for 3 consecutive years

Toronto, Canada Area

Development and implementation of strategic media solutions for 21 flagship companies.* Agency downsizing resulted in management of 21 accounts reporting directly into Media Director when at the Supervisor level. 100% retention.* Developed multi-linked blocking chart to increase productivity* First media professional to ever win the McCann "Truth Well Told" award* Organized the first Canadian Advertising baseball team to enter the Advertising World Series in Phoenix