Fred Seddon Email & Phone Number

New York, New York, Us

Leadership team role across additional departments and clients; Lead, Commerce Center of ExcellenceLeading strategy, client service and execution teams of 10+ for J.Crew, Hanes, Champion. - Notable work: Hasbro, Hanes & Champion - Strategic scaling of retail media & cross-retail strategy via advanced toolsets & measurement including 1st to market solutions- Notable work: J.Crew – renewed focus on brand media strategy & associated investment, combating heavy bias to ineffective conversion media; brand experienced renewed growthLeading reporting, analytics and insights teams of 10+ for J.Crew, American Express- Notable work: Amex – Devising, implementing privacy-friendly measurement strategies, unified measurement approach across Amex businesses, full restructure of team operationsFounding the Commerce Center of Excellence, an internal function across all US businesses- Notable work: Negotiated joint business planning between retailer client and agency; negotiated agency-wide service partnerships with retail API tech partners; served as primary stakeholder, subject matter expert across all retail media engagementsLeading Amazon Advertising Sales Partner teams for a diverse portfolio of clients- Notable work: end to end training program refresh; primary new business, onboarding, strategic planning contact for clients; owned Amazon-facing relationshipOther notable work: leadership & expertise surrounding data clean rooms; fostering operational excellence and applied strategy in media planning; pro-bono mentor; frequent pitch resource

New York, New York, Us

Leadership team for two departments and clients: O&I (activation - J.Crew) & MAI (analytics - Amex) Notable work: Created agency-wide business intelligence function; authored Covid-19 rapid-response analyses; Business development role for global clients; modernized Amex measurement approach

New York, Us

Manager of a newly formed team with a focus on vertical-led strategy, development of platform relationships and channels, and thought leadership and inspiration. Retained all Amazon-related responsibilities.- Created and evangelized thought leadership on 2019-2020 trends in CPG, and how to execute digital & omnichannel strategy- Provided thought leadership & associated whitepaper for maximizing the Amazon marketing opportunity- Rewrote positioning for all internal strategic capabilities- Lead creation of global strategic playbook for all Amazon engagements- Lead creation of experimental revenue share business model

New York, Us

- Leading contributor to the foundation of a new industry vertical team structure; assumed CPG specialist role (largest and most significant vertical in the agency)- Highly successful year of driving revenue for Amazon DSP, beating projections by more than 15% despite significant client losses- Selected for travel with senior leadership team across US market to represent CPG and Amazon expertise to outer offices & clients- Recipient of "Get Sh*t Done" award for outstanding multi-disciplinary contribution to the company- Took on leadership roles in company life & culture, including Change Management leadership for multiple office moves and recreation of company culture club

New York, Us

- Assumed additional role as Amazon DSP Relationship Lead; internal/external partnership collaboration and subject matter expertise on Amazon programmatic media offerings- Led highly successful roll out of Amazon DSP operations, best practices, initial sales- Assumed media strategy coverage for a second team (typically split between two employees)- Assumed role as mentor & training facilitator for all new team members- Developed and executed company training program for Product & Media Solutions

New York, Us

Hired for a strategic role around media product creation and associated strategy. Responsible for processing incoming business opportunities; assess opportunities, collaborate to determine proper approach, provide bespoke media strategy.- Owned the development of media products/solutions & associated positioning- Provided strategic framework and granular recommendations to client teams- Developed, instituted, utilized a consistent feedback loop for improving media products- Primary strategist for new RFP opportunities- Brought in multiple high value opportunities alone, totaling $10m+ in net-new revenue

New York, Ny, Us

Oversee a product development team working on a social, digital and experiential advocacy marketing product suite, reporting directly to the Product Director.Primary responsibilities include: • Acting as a primary point of contact for all business items related to the product• Assisting with management of the development team, both Agile and Waterfall• Working with the new business team to sell the product and screen inbound leads • Identifying opportunities for, and road-mapping platform enhancements and changes• Maintaining external media partnerships• Researching industry trends and innovations• Shaping and optimizing the overall vision of the platform

New York, Ny, Us

Oversee teams of internal agency resources, and work directly with senior clients as the primary contact. Notable accounts include:• The Coca-Cola Company: Ambassador Program (Primarily Coke, Diet Coke, & Coke Zero)• Johnson & Johnson: Listerine, Lactaid, Rembrandt• Reckitt Benckiser: MegaRed, AirborneProjects managed included global digital web builds, social media campaigns, experiential word of mouth campaigns, CRM campaigns, top-line campaign creation, video production, and overall brand strategy. Most work was conducted in an integrated setting with multiple agency stakeholders.

New York, Ny, Us

Hired to MRY to work in a multi-faceted role centering around account, project, and influencer management skill sets. Overall goal was to facilitate the creation of The Coca-Cola Company's college marketing program, and manage it on a day-to-day basis. The long term goal of the position was growth of the program into a permanent, always-on marketing initiative.Primary responsibilities included:• Day-to-day client management as a primary point of contact• Recruitment, training, oversight, and performance evaluation of a group of 50 contractors• Oversight of strategic & creative activation concepts, and logistics planning• Stewardship of Ambassador Program activities to the brand teams of Coca-Cola, Coke Zero, Diet Coke, Sprite, Dasani, NOS, Core Power, Ekocycle, and more• Liaising with Coca-Cola regional management to secure rights to regional assets and intellectual property• Liaising with partners and customers such as the NCAA, ESPN, WWF, Regal Entertainment Group, and LiveNation

Two summers spent as live-in counselor. Duties included counseling, management, music instruction and program direction, athletics instruction, leading over-night wilderness trips, ski-boat driving, among others.

Olean, Ny, Us

Sold Cutco brand kitchenware direct to consumers, exceeded monthly sales quota during first week.

London , Co

Consulting Intern for Millward Brown Optimor in market research. Assisted consulting teams performing brand valuation, marketing ROI, and strategy development projects. Conducted primary market research, data analysis, and provided input for client presentations.

B.A., Music, Economics

Education record