• Conducted a targeted out-of-home market takeover in Phoenix, AZ during the Super Bowl, driving organic earned social engagement and excitement for the following year's event hosted in Las Vegas.• Direct paid media strategies for luxury retail co-op partnerships with Rolex, Hublot, and Chopard, enhancing in-market visibility for luxury partner brands and Bellagio Hotel and Casino.• Manage over $5M in partnerships budget, optimizing multi-channel media strategies to amplify brand awareness and fan engagement across premier sports teams and leagues, including the Las Vegas Raiders, Las Vegas Golden Knights, Formula 1, MLB, and MLS.• Led a team to execute paid media strategies for MGM Rewards Mastercard, achieving a 30% increase in applications and a 27% reduction in costs year-over-year.• Spearheaded MGM Resorts Meetings & Conventions and Travel Trade initiatives, managing a $2M media spend that increased site visitation by 20% through targeted programmatic channels, search, LinkedIn, partner publications, video, display, native content, and social media tactics.• Oversee $7M in out-of-home and national print media placements.• Executed luxury video content creation that positioned Bellagio as an architectural icon, resulting in an 11% increase in intent to visit within the next 6-months.• Developed a high-impact video campaign with influencer and rapper Harry Mack to amplify MGM Resorts diverse offerings and the advantages of MGM Rewards. The campaign strategically showcases amenities such as pools, food and beverage, gaming, and hospitality through Harry Mack’s exploration and interaction with various property experiences. By incorporating sound sampling and live freestyling, the content captivated audiences and drove engagement.• Developed the first OOH tracking matrix to monitor creative rotations across all locations, setting a new tracking method for the enterprise.

• Planned, managed, and executed over $2.5M in paid media across social, programmatic, and traditional channels, boosting the LVCVA’s Meetings & Conventions engagement, and Extended Destination visibility across the Fremont Street Experience, Visit Boulder City, and Visit Mesquite campaigns.• Implemented a media strategy to drive awareness and engagement for the West Hall expansion of the Las Vegas Convention Center, effectively showcasing the new facility and enhancing market presence.• Analyzed creative and campaign performance across channels to provide actionable insights to executive leadership.• Ran A/B and multivariate testing, optimizing digital media campaigns against respective KPI targets (CPA, conversion rate, CPC, CTR, cost per completed view, view rate, time on site).• Validated and integrated 3rd party custom audience segments in Facebook and The Trade Desk to reach relevant audiences to improve scale.• Built timelines and managed creative deliverables for internal teams and external partners.

• Managed over $10M in TV media spend across clients and various products in fitness, financial services, cookware, bath & body, automotive, and children’s toys.• Led performance analytics and optimized TV campaigns across all client accounts for major players in DRTV. Including but not limited to Telebrands, Allstar Innovations, Tristar Productions, Idea Village, Hampton Direct, and Zuru.• Optimized media to best performing channels and dayparts against KPIs (cost per call, cost per order, cost per lead, conversion rate, and ROAS).• Implemented changes to call center creative scripts minimizing customer service calls by 15% and boosting product sales by 8%.• Fulfilled retail analysis for clients’ Walmart product distribution. Optimized ad dollars to target zip codes reaching the heaviest US Hispanic areas resulting in 5% increase in sales among the target audience.

• Ran A/B and multivariate creative test analysis providing results and recommendations to Brand Directors.• Created self-service dashboards for key stakeholders to measure brand KPI performance.• Developed quarterly LTV projections for G|R brands.

• Validated TV media airings against vendor billings for accurate payment and credit receipts due.• Reconciled data and prepared performance reporting for media analysts.• Lead management for account executives in CRM Salesforce database.

• Assisted with event management, set up, and promotion of iHeart Radio concert events, which held over 20,000 people in attendance. • Acted as liaison between iHeart Radio, A-list performing artists and record label representatives.• Managed over 200 promotional events, working with account executives, and client businesses.