Kyle Orentas Email & Phone Number

Chicago, IL, US

Chicago, Illinois, United States

Constellation Brands: Corona Brand Family (Corona Extra, Corona Premier, Corona Non-Alcoholic, Innovation Brands) | Sept 2023 - presentArby's Local; Massachusetts Financial Services (MFS) | Jan, 2023 - Aug, 2023CBI Channels: Digital Direct, Social/Influencers, Programmatic Display/OLV, Linear TV, CTV/OTT, Radio, Streaming Audio, Search, Brand Partnerships.

Chicago, Illinois, United States

Arby's LocalChannels: Programmatic Display/OLV, Social, CTV/OTT, Linear TV, Radio, Sports- Market Lead for 16 of the 42 DMAs INI CHI services- Owned all comms, planning, budget, & media mixes for my markets- Spearheaded data-centric weighted score methodology for more effective cross-market budget planning against target audiences; first-ever exploration.

Greater Chicago Area

• CB2: Channels: Prog. Display/Rich Media/OLV, Digital Direct, Social, CTV / OTT, Custom Content, Experiential, Streaming Audio, (D)OOH, Shopper/eComm
• One of three Media Planners on the entire CB2 account
• Managed & optimized $25M+ budgets across 70+ campaigns with minimal supervision; maintained 12 flowcharts, allocating budgets across 20+ partners based on performance, inclusive of Social, Direct, Programmatic, Custom.
• Developed 11-step data-driven budget allocation methodology for efficient store support across CB2’s 18 markets using Qualitative and Quantitative inputs; drove +1,096% against KPI performance vs. YAG
• Helped improve client TRR satisfaction scores by +25% since 2018, achieved consistent 9.5/10 scores
• Created robust CRM restructure strategy allowing for algorithmic-based budget allocation towards top-performers while enabling new customer acquisition insights

Greater Chicago Area

• CB2:
• Joined the small (<10 member) CB2 team as the only 100% FTE
• Key communications liaison between client, internal, & external teams
• Curated dynamic, integrated plans between media, creative, tech, and SBU partners to produce effective, culturally-relevant campaigns for the CB2 brand and its target consumers’ passion points, including the.
• Led the creative development process; designed & presented detailed spec doc with standardized Creative Name Generator
• Owned the billing management process; created several templates to increase efficiencies for internal & external teams

Greater Chicago Area

• LoSasso is a mid-size, full-service advertising agency located in Chicago, Illinois. During my time with the “LoSassins,” I was given the opportunity to fully delve into my passion for Account Planning.
• Detailed a comprehensive job description of the Account Planning function: what it is, how it could be implemented, and the value of such work
• Shared my thoughts to the internal leadership team for how Account Planning could work specifically for LoSasso
• Conducted extensive audience research on a potential new target market for Connect Hearing; subsequently discovered the "Young at Heart" audience
• Built a robust audience profile of the "Young at Heart" driven by insights and backed by first- and third-party data
• Presented findings from my audience research and built a case with actionable recommendations for why Connect Hearing should engage this new audience

Urbana-Champaign, Illinois Area

• In my second semester of my graduate program, I received an offer to work on the “JUSMedia? Programme,” a three-phase initiative designed as a family intervention to combat the negative impact of U.S. media on eating.
• Trained and supervised a group of undergraduate student contributors on the project (e.g. on our coding scheme, how to properly engage in content analysis)
• Coded 20+ hours of American and Jamaican television programs and food advertisements on several metrics
• Coded 120 pages of non-participant observation data collected in fast food restaurants, roadside vendors, and grocery stores throughout Jamaica for common themes and interesting/unexpected findings
• Wrote and contributed to a white paper submitted to the Annual Conference of the Association for Education in Journalism and Mass Communication (Chicago, IL) and the ICA 2018 (Prague, CZ) (Introduction, Literature.

Kansas City, Missouri Area

• Osborn Barr (O+B) stands as my first real exposure to life in an advertising agency. With O+B, I worked on multiple team-based and individual projects through which I gained experience in working directly with clients.
• Developed concept and content for two awareness videos (below) for War Horses for Veterans, a 501(c)(3) nonprofit organization designed to help combat veterans transition from military to civilian life
• Conducted market research (primary and secondary) on the combat veteran community; analyzed all data for key themes and insights
• Crafted multiple creative briefs and supporting documents throughout the project
• Delineated a Situation Analysis of WHFV to include in final launch plan
• Project Management Lead; served as the liaison with the production company; formulated a timeline, facilitated project materials, aided in filming and post-production, and worked to keep all moving parts together and.

Madison, Wisconsin

• Leadership Wisconsin is a 501(c)(3) nonprofit organization that aims to develop leaders to strengthen individual communities throughout Wisconsin. As a Marketing Communications Assistant, I was responsible for aiding.
• Spearheaded the recruiting efforts for the Signature Program, a two-year program designed to develop leaders to strengthen their communities
• Developed and implemented a recruitment strategy for the 2017-2018 class of Signature Program participants
• Identified competent leaders from a variety of industries across Wisconsin to garner the best candidates
• Diversified the applicant pool by conducting demographic research on Wisconsin to determine where to target our efforts
• Created a revolving, ideal timeline Leadership Wisconsin can reuse as a “step-by-step” guide for future recruitment sessions

Madison, Wisconsin

• Worked in both major departments: Textbooks and “Softlines” (clothes, gifts, UW merchandise, etc.)
• Helped to manage the “largest single-room bookstore in the country”
• Gained experience in data entry, floor management, and customer service
• Fielded parent and student questions about purchasing, selling, and renting textbooks
• Selected to represent the University Bookstore at SOAR (Wisconsin’s freshman orientation program)
• Managed the University Bookstore booth (SOAR); promoted the textbook rental program; answered parent and student questions about the bookstore, textbooks, the UW-Madison campus, and life in Madison as a student

Lake In The Hills, Illinois

• Member of the Film Crew for three years
• Engaged in many customer-facing positions (Box Office, Concessions, Usher); promoted the AMC “Stubs Card” benefits program by selling “Stubs Cards”
• Recognized as the top “Stubs Card” salesperson throughout the 2012 summer months
• Ranked 6th in the Midwest Region in “Stubs Card” sales (summer, 2014) with a sales rate of 9.56%
• Employee of the Month (June, 2014)

Crystal Lake, Illinois

• Acquired skills in social media management, brand marketing, and communication strategies
• Managed local B2B and B2C clients’ social media accounts (Facebook, Twitter, LinkedIn)
• Promoted client pages and developed new content on a daily or weekly basis; learned how to develop a social media schedule
• Updated client websites via WordPress
• Created various social media calendars with ideas for promotion and engagement to optimize clients’ outreach, bolster their online presence, and strengthen their brand through social media channels
• Learned HootSuite and MailChimp

Master Of Science (M.S.), Advertising

Activities and Societies: American Advertising Federation (AAF)One of eight students admitted to Illinois' Master's in Advertising.

Bachelor Of Arts (B.A.), Strategic Communications And (B.A.) English Literature

Activities and Societies: Advertising Club; Student Leadership Program (SLP)