Maria Walker Email & Phone Number

Consulting on Media & Agency Services in the Digital pillar of the Global Business Advisory Services Experience Team.- Program Management: Provided strategic planning and operational support for a newly in-housed digital media capability. Facilitated the definition, prioritization, and staffing plan for 12 strategic objectives. Provided guidance to unify the project management team, launched a new project management tool, and collaborated on best practices for task management. - Stakeholder Engagement & Communication: Developed 15+ presentation templates for recurring reporting and data storytelling needs. Assisted with customizing presentation materials to educate and explain digital media to non-technical senior executive stakeholders.- Quantifying Digital Media Efficiency: Developed the business requirements and logic to calculate spend efficiencies for over $250 million in annual digital media spend for 112 tactics across 3 channels. Created a cross-channel methodology to standardize annual goal calculation and short-term forecasting. Applied custom dimensions to enable deeper analysis and rolled up reporting.- Data Clean Room Use Case Development: Provided strategic guidance to define the business reason, tactical activation, and success criteria of 14 use cases. End goal: to improve customer data modeling and customer data strategy capabilities using LiveRamp Safe Haven, a privacy-compliant data clean room environment.

Boise, Idaho Area

- Led the resource management and cross-functional integration of a 9-person Media team (servicing 14 accounts) and 4-person Insights & Analytics team (servicing 9 accounts). Managed 6 direct reports, 4 indirect reports, and 3 independent contractors.- In response to 25% YoY growth in digital marketing spend, restructured the team to provide specialized expertise in Facebook Ads, other social media PPC (TikTok, Snapchat, LinkedIn, Pinterest), Paid Search, and programmatic Banners, Video and Audio. Led the change management of this 2-year transformation while growing client media budgets, on average, 12% YoY, and for the largest media client, 68% YoY from 2021.- Consulted directly with clients on strategy and implementation of multi-touch attribution measurement tools, media buying platforms, and audience data strategies (identity resolution and segmentation).- Presented extensively to executive-level clients, led external speaking engagements, and participated in agency new business pitches.- Oversaw process improvement and quality control of team deliverables across: media planning, media buying, media trafficking, media optimization, media reconciliation, analytics measurement plan, analytics tag implementation, ETL and data aggregation needs, and reporting & dashboard deliverables.- Partnered with the Planning & Strategy team on thought leadership and brief writing.

Boise, Idaho Area

- Grew the Analytics service offering to 7 clients with 3 FTEs. Oversaw scoping, budget adherence, team productivity, and macro timeline management across quantitative and qualitative analyses for online and offline media campaigns, data management, and digital infrastructure.- Defined comprehensive measurement plans that worked across teams (Planning & Strategy, Media, Creative, Web Development) for internal learnings and ultimately for client business success.- Worked closely with Planning & Strategy team to inform media and data strategies and alignment to tactics.- Led innovation in digital marketing efforts by applying Facebook product catalog and dynamic creative features to non-eCommerce clients. Increased sitewide traffic 87% MoM and 121% YoY, 40% decrease in cost per lead, and reduced agency production time by approximately 18 hours per campaign across various clients.- Validated the audiences who were 12%-46% more likely to drive results than the control group by using a defined tagging structure, audience segmentation strategy, programmatic delivery, and multi-touch location attribution.

Boise, Idaho

- Started the Analytics offering at the agency. Independently generated $250k in annual gross revenue by 2016.- Responsible for client-facing campaign recaps, delivery of regular-recurring reporting or dashboards, and ad hoc analysis.- Defined and implemented measurement plans for full funnel digital media campaigns. Implemented media and analytics tags via Google Tag Manager, configured UTM naming conventions, and defined taxonomies for future analysis (creative taxonomy, landing page user actions, media audience and campaign names, etc.)- Led the analysis for a $400k/year digital video campaign resulting in average view duration increasing 25% YoY (298% since campaign start) and average percentage watched increasing 36% YoY (280% since campaign start).- Onboarded Tableau and Brandwatch as business intelligence tools for the agency. Also utilized Excel, Google Sheets, Google Analytics, Google Data Studio, Facebook Ads, Google Ads, DataXu (Roku), Hotjar, Mailchimp, Listrak, ConstantContact, Optimizely, UserBrain, Usertesting.com, and more. - Additional experiences: paid and owned channel analysis, website user testing, split testing, customer journey maps, persona development, tag management and implementation, benchmark development.

Boise, Idaho Area

- Developed personas and customer journey maps for an online jewelry retailer. Analyzed historical trends in customer acquisition, channel effectiveness, and email marketing. - Created wireframes and design comps for websites and landing pages for clients in the home building, convenience store, travel, and recreation industries.- Assisted with front end development and maintenance on existing client websites.

Boise, Idaho Area

- Idea generation through production of marketing collateral executed in digital, social, and print media.

Boise, Idaho

- Produced printer and scanner packaging that adhered to Hewlett Packard brand standards for localization in multiple international regions. Additional client work included website design, logo design, print collateral, and signage.

Boise, Idaho Area

- Developed the corporate brand, design standards, office document templates, website, brochure, presentations, and proposal responses to Requests for Qualifications.

Master Of Business Administration (M.B.A.)

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