Mallory Bryant Email & Phone Number

New York, United States

Washington, Dc, Us

• Leads a team of 4 within the Insights & Research department, a center of data excellence that includes consumer & market research, campaign reporting & measurement and data strategy functions within the larger Revenue organization• Designs and executes comprehensive measurement frameworks for digital advertising campaigns, including methodologies like survey-based brand lift, forced exposure, live environment, foot traffic and sales attribution/ROI• Collaborates cross-functionally with teams in all stages of the ad measurement lifecycle, including sales, marketing, account strategy, media planning and ad operations to ensure alignment of ad effectiveness strategies with client and business objectives• Provides insights and recommendations to optimize client campaign performance based on data analysis and industry best practices• Manages relationships with key stakeholders, including clients and third-party vendors, to ensure the successful execution of ad effectiveness initiatives• Partners with sales and marketing leadership to develop overall strategy and execution for ad effectiveness in market• Leads the business initiative to future-proof ad effectiveness measurement against third-party cookie deprecation, including partnering with third-party vendors to test and set up solutions like server-to-server data integration• Produces quarterly product deep dives that analyze branded content performance through the lens of digital, social and brand lift results• Demonstrates excellent marketplace knowledge and stays consistently on the pulse of new market trends and makes recommendations for new methodologies to implement• Manages ad effectiveness research budget with the goal of reducing waste and increasing cost efficiency for every campaign• Demonstrates a strong track record of people management, leadership acumen, collaborative communication skills and client service skills

New York, New York, Us

• Led the data-backed creative insights team for branded content at Group Nine Media• Worked cross-functionally between multiple teams - primarily our in-house creative studio (Brandshop) and account management - as well as sales, marketing, paid social and editorial• Supported the entire sales funnel:- Pre-sale (leading data-backed creative pitches, developing cost-effective distribution strategies)- Mid-campaign (identifying creative optimizations and upsell/incremental opportunities)- Post-sale (post-campaign wraps, future recommendations that drive repeat business)• Leveraging extensive background in editorial and paid distribution strategy, created large-scale solutions that drove the branded content business forward, with an eye toward exceeding client KPIs. Worked deliberately and intentionally to avoid inefficiency, waste and loss across branded content creative and distribution

New York, New York, Us

• Founded the Creative Insights pod of the newly formed Group Nine Media Audience Development and Insights team, which includes research, measurement, audience development and analytics on behalf of branded content advertising campaigns • Developed and implemented an analytics-based written and video creative strategy process at Group Nine Media, using data-backed decision-making to influence branded content creation and fine-tune the distribution strategy for maximum engagement and delivery on KPIs• Efficiently responded to more than 100 RFPs and managed a creative analyst on 90 more, working cross-functionally with sales, marketing, and account teams to craft pitches that are based in data and insights• Created the first set of branded content written & video best practices for G9's account management and in-house creative studio (Brandshop), providing our creative teams with an inside look at content performance• Directly executed special projects like the digital marketing strategy behind the first and second seasons of Dodo Heroes, a linear TV program in partnership between The Dodo and Animal Planet, effectively driving linear tune-in and in-app streams• Led and implemented a database solution for the Insights team that organizes requests and historical feedback for efficient access to key data points for RFP responses

New York, New York, Us

• Managed 6-person social buying team, leading paid distribution strategy and execution of branded content (written, video, social) for advertising campaigns across the Group Nine portfolio of brands• Oversaw transition and consolidation of 4 brand buying teams (NowThis, The Dodo, Thrillist, Seeker) into 1 under the Group Nine centralized services umbrella• Demonstrated paid distribution and audience development expertise across a variety of platforms, including Facebook, Instagram, YouTube, Pinterest, Twitter, Snapchat Discover• Managed all distribution and testing budget; ran creative and copy optimization (A/B tests) for branded content with an eye for efficiency, scale, client goals and performance• Executed client- and agency-facing reporting and campaign insights requests on a regular basis; met with internal and external teams regularly to discuss performance and provide optimizations• Worked with sales account management team to acquire client assets and coordinate campaign launches• Worked with delivery team to ensure full, on-time, and efficient delivery of advertising campaigns• Lead point of contact for all social media platforms and third-party vendors for branded content and distribution• Oversaw implementation of best practices for copy, creative, and audience targeting across paid social team

New York, Ny, Us

London, England, Gb

New York, New York, Us

Morristown, Nj, Us

Newark, Nj, Us