Karol Vargas, M.A. Email and Phone Number

• Manage the successful launch/implementation of Ad Impact & Attribution offerings on local market level for 43 stations, 5 regional sport networks and streaming platforms (including Peacock & Third Party) – providing monthly reporting, insights, and strategic campaign recommendations.• Lead a team of analysts, introducing attribution methodologies and media knowledge, in addition to, coaching best practices for reporting and insight analysis. As well as support upper management with continuously evaluating and testing measurement partners.• Created internal request/activation forms for the sales team for all attribution needs – continuously working with the product specialist team to enhance user experience.• Collaborate with digital operations and product teams to successfully implement pixel process and review data integrity.• Partner with the digital analytics team to build data visualizations dashboards to showcase all attribution data for enhanced reporting view and ease of analysis for standout performances.

• Develop media data research insights to deliver actionable recommendations using both 3rd party or proprietor data for select categories to identify opportunities to help grow IP, digital and WarnerMedia brands.• Collaborate with cross-functional teams across WarnerMedia Platforms and properties to achieve best proactive strategy for sales/marketing advertisers.• Manage industry trends and market research to inform internal and external clients on marketplace direction or needs.

• Streamlined research requests and priorities following a merger with 21st Century Fox. Established a system that enabled the research team to fulfill 2x the requests, meeting quality and efficiency expectations. • Leveraged research insights on down-trending linear TV and improved engagement in digital and social media spaces to shape brand advertising and increase client investments. • Boosted account acquisition and retention by consulting with the advertising sales team on strategic research insights, presenting findings that deepened customer understanding and analytic planning.• Designed infographic collateral to showcase best ratings, digital, social media, and over-the-top (OTT) stories for Sports, Kids and Family, Entertainment, and Factual brand pillars, supporting LATAM ad sales. • Took on leadership initiatives in training and guiding new team members on media research tools while collaborating with research counterparts and stakeholders in Latin American markets.

• Turned around client perceptions about sports channels through conducting annual studies that showed how female sports fans demonstrated more engagement than their male counterparts. • Played a critical role in raising satisfaction and driving a budget increase for a key client. Conducted qualitative studies to measure campaign KPIs and platform effectiveness. • Worked closely with the LATAM ad sales team to present research findings, capturing new and renewed investments in cross-platform products. Created sports packets and consumer insights one-sheets.• Executed ESPN online community research studies by designing questionnaires and programming surveys to uncover insights on media consumption, programming preferences, brand health, and targeted demographics.• Partnered with the Research Director to develop cross-platform studies and steer research projects for advertising effectiveness, large sporting events (World Cup/Olympics), and viewer cohorts (Millennials/Female/Affluent).• Delivered training to the department Project Analyst and Intern on media reporting and collaborated on monthly ratings and digital tracking reports for LATAM.

• Drove critical decision-making through aligning innovative market research techniques (qualitative & quantitative) with brand best practices and value-added service products to garner strategic customer insights. • Directed primary research planning and execution on the output market of new and existing products and services; tracked trends, competitive positioning, brand perceptions, and customer churn; and synthesized data.• Took on research projects for 2 brands, StraightTalk and Total Wireless, with a keen focus on customer retention.

• Shaped programming and content strategies by drawing on analysis of national and local market Spanish language TV data, providing recommendations to improve television viewing and competitive advantage.• Uncovered future broadcasting and marketing opportunities, including primetime, news, and sports content and communicated data insights to Studio and Programming departments.• Crafted daily audiences’ measurement and insight reports and trained employees on analytical systems and reporting procedures.

• Enhanced sales results on local and national levels through developing high-impact sales presentations for 50+ affiliate markets used by both the national sales office and affiliate stations.• Served as a bridge between affiliates and 5 national sales offices, creating strategic sales collateral that integrated Claritas, U.S. Census, and Nielsen data while offering regular ratings, data summaries, and analytical sales reports.• Integral to team and performance development in researching potential advertisers, supporting an initiative to develop sales leads, and mentoring interns on special projects to achieve department goals.

• Managed affiliate co-op plans – track forms submission, prepare tracking reports, process payments to stations.• Developed instructional documents and creative email blasts for affiliates to promote network programming and special events (i.e. sports, award shows and premieres).• Contributed to media planning, placement of advertising buys and creation of marketing plans for affiliate markets.• Managed three affiliate resource websites by updating current product and branding news, marketing initiatives and approved sales collateral.

• Reviewed, verified and evaluated assignments provided by student in introductory project management course.• Researched for new and innovative concepts in project management to be included in course curriculum.

• Aggregated and summarized advertising measures for online marketing efforts.• Developed consumer segment profiles based on both qualitative and quantitative research. • Identified unique media outlets for consideration for the launch of the 2010 winter/spring marketing campaign.• Developed creative guides and reports for internal team and agency partners.

• Composed competitive analysis reports on the food and financial services industries for main clients.• Researched and developed a creative brief presentation for the redesign of an existing product label.• Supported the business development team by contributing to RFP (Request for Proposal) documents to acquire new $3.6M account for the agency.• Examined and prepared strategic informational presentations for new business development in the Hispanic market sector.

• Developed strategy and concepts for sales marketing proposals for over 20 existing and new clients.• Coordinated prices and deals with several online vendors, saving approximately 25% per client contract.• Consulted and evaluated websites with potential new clients - discussed upgrades for website development.• Delegated tasks to designers for web page projects and graphics requests in the interactive/marketing department.• Communicated and negotiated with existing clients to increase their online marketing programs each year by at least 10%.• Managed SEM campaigns, built strategic keyword lists, adjusted budgets and created ad copy.