Michelle Dalton-Roche Email & Phone Number

Thousand Oaks, California, United States

Burlington, Vermont, United States

> Crafted omnichannel media strategies for utility provider National Grid > Developed both brand and program-specific campaigns to meet business goals > Planned & executed campaigns inclusive of linear tv, CTV, terrestrial radio, streaming audio, OOH, PDOOH, video, rich media/ high-impact, native, display, paid social, paid search, paid email and business verticals> Partnered with media vendors to ensure reach of niche, program-specific audiences> Leveraged an array of targeting criteria including 1P, 3P, predictive & contextual to reach desired segments> Led weekly campaign pacing meetings & directed optimizations to ensure effective campaign performance

Greater Boston Area

> Led, developed & executed media strategy for brands across a multitude of categories including energy, higher education, wealth management, real estate development, tourism, services and CPG through direct client work as well as agency contracts> Developed effective, full-funnel, strategic media plans, inclusive of all relevant channels (programmatic, digital display, native, OLV, paid social, OOH, tv, CTV, radio/audio, print, affiliate, paid search, niche/trade)> Conducted media research & thorough evaluation of tactics against target audiences' consumption habits, brand goals & campaign KPIs> Monitored media placements & optimized based upon performance; evaluated analytics & presented media reporting; maintained communication with client stakeholders> Partnered with client creative agencies to ensure synergy between creative & media; provided asset/traffic instructions to creative teams> Nurtured relationships with media partners to create bespoke opportunities and ensure engagement/ownership of campaign successes

Winchester, Ma

> As Media Director, crafted cross-channel media strategies for clients including Bermuda Tourism Authority (Bermuda), Big Sky (Montana), ArtsEmerson (Boston) & Iona College (New York); served as client lead, anticipating needs and ensuring thorough deliverables> Managed media vendor relationships in the US, Canada & Europe and program execution/delivery of all digital, OOH/experiential, broadcast, radio, print, social & search components> Oversaw strategy on additional agency accounts, including William Patterson University, Connecticut Lottery Corporation, Virginia Commonwealth University and Worcester State University, to ensure media recommendations aligned with client goals and were developed to yield most effective and efficient reach> Utilized consumer segmentation data to create customized media recommendations across personas/audiences to ensure optimum reach of target audiences and opportunity segments; layered plans to ensure a holistic approach > Planned and executed digital campaigns inclusive of rich media, video/pre-roll and display; served media via PointRoll; worked with analytics team to monitor performance and optimize in-flight based upon KPIs & user engagement> Coordinated with analytics to develop monthly client reporting of all media, layering in offline data, to determine effectiveness of campaigns; recommended optimizations and shifts based upon learnings > Developed agency RFP responses, created pitch decks and participated in a multitude of new business meetings across a variety of categories including tourism, retail, arts & entertainment and higher education> Created opportunities to advance team members' knowledge & growth; motivated media team to consistently meet standards of excellence; conducted performance reviews

Quincy, Ma

> Reinvigorated media strategy and optimization of campaigns for leading mobile shopper marketing solution> Leveraged resources to execute promotions, with focus on campaign impression and redemption levels> Aided in developing processes, media kit, rate card, case studies and other critical components for marketing Modiv’s solutions

Greater Boston Area

> Assisted a multitude of clients with media planning & buying projects > Focused on outdoor/ out-of-home, digital, print, radio, tv & SEM

> Collaborated with clients to develop marketing & creative strategies and role of all media to deliver results; established metrics to assess campaign successes> Utilized media partnerships to grow our business; created innovative programs and never-done-before campaigns; paired clients together for cross-promotional opportunities> Prepared budget forecasting, monitored pacing and recommended adjustments in order to meet monthly departmental goals for both print and out-of-home revenue> Managed and mentored staff to exceed/meet both internal and external expectations and provided a multitude of training opportunities

> Grew out-of-home revenue to sustain separate department structure; advised clients of innovative opportunities to add to media mix> Planned and placed over 50 forms of out-of-home for clients including Comcast, Zipcar, Gulfstream Aerospace, Parexel, Brigham’s Ice Cream, Trader Joe’s, WGBH, WBCN and more> Built relationships with all major and independent out-of-home media partners; developed a comprehensive media directory

> Managed planning/ buying staff, oversaw all strategy, planning, negotiation, buying and follow-through for all clients who utilize newspaper, magazine (consumer/trade), FSI, marriage mail & traditional and non-traditional out-of-home> Acted as Account Director for multiple clients; directed client meetings to understand goals & objectives, formulated media strategy, coordinate internal resources to plan & execute multi-media campaigns> Sought out innovative media solutions to generate brand awareness/ ROI for clients; invited media vendors as participatory partners in brainstorming for large initiatives

> Researched all print options for new/ acquisition markets for agency’s largest client, providing thorough recommendations and rationales, including competitive analysis and publication overviews> Maintained a weekly penetration of +50% in all target counties through the use of over 800 newspapers & magazines via ROP & FSI schedules> Negotiated for better-than-available rates & added-value for all clients; communicated with clients, creative contacts & print partners on daily basis regarding all past, current & future activity> Created customized Access client databases to store all publication data; developed various reports to pull insertion orders, activity per media, quarterly spending per client, among others