QSR

Automotive

Automotive-Manage five automotive brand budgets on a monthly cadence for client billing and reporting.-Plan local media across multiple tactics in MediaTools for a full-funnel approach: broadcast, digital, social, programmatic, and search. Determine the point of diminishing returns to inform budget allocation and optimal media mix.-Pull Scarborough data against Hispanic audiences to plan incremental media strategies with the intent to scale. -Build brand-specific digital recommendations to complement traditional media – extending reach through online video and paid social while also driving consumer engagement through display and paid search campaigns.-Proactively analyze data, channel performance, and created insights on a monthly basis – driving optimizations from all vendors in order to increase performance.-Lead monthly digital calls with the account team and client, sharing optimizations made and performance outcome compared to previous months.

Insurance-Lead strategic planning initiative for client-dictated target audience, including deck writing, tactical channel allocation, and development of final budget allocation and recommendation. Analyzed data by working in conjunction with the analytics team as well as with data from Clear Decisions to inform strategic decisions.-Collaborated and fostered relationships with key partners, including internal investment teams, media partners, and clients. Strategic and Tactical recommendations were always presented to clients in person, further developing the relationship.-Owned tactical plan development across traditional media and lead the broadcast, print, and OOH activation teams on tactical purchases in the marketplace, reviewing and presenting purchased schedules to the client for final approval.-Lead the training and management of three associates, educating on process, data pulling, and strategic plan building. Owned the review process and successfully promoted an associate to senior associate level.-Managed cable schedules through makegoods, program changes, copy length, and overall delivery. Negotiated added value packages to integrate the brand into network tent pole events and specific programming.-Participated in cable upfronts, negotiating upcoming schedules across 13 networks to achieve comparable CPMs year over year in addition to options and added value.

Healthcare Systems, QSR, Health Insurance-Built, presented, and executed conceptual and tactical media plans for 10+ service lines that span broadcast, digital, OOH, and print for the largest hospital network in Indiana.-Assessed digital and broadcast partners to cover a regionally focused footprint of over 900 QSR locations for a multi-channel brand plan.-Developed new client relationships through on-boarding meetings and presentations, outlining traditional and digital strategies for multi-regional campaign.-Managed junior media staff by reviewing client-facing documents, providing guidance in client presentations, and participating in joint trainings and knowledge sharing.-Liaison between broadcast and accounting departments on client and vendor billing; trained accounting staff on broadcast processes and software.-Educated the client and executed test flights on SVOD platforms to reach consumers outside of traditional channels. Most recent test campaign coincided in client’s best monthly growth year-to-date.

Healthcare Systems, QSR, Financial Services, Grocery, Health Insurance, Restaurant-Negotiated and purchased quarterly radio, television, and cable across multiple healthcare regions and service lines, with patient acquisition campaign continually exceeding patient acquisition goals by an average of 130% per month.-Planned, executed and reported a full buying cycle for Pandora, Hulu, and SVOD platforms across 5 markets for largest bank in Tennessee, utilizing the platforms as reach/frequency builders in conjunction with traditional broadcast.-Built and presented quarterly pre and post-campaign reporting decks for clients.-Analyzed proprietary data and MRI against target audiences in order to plan and recommend brand campaign strategy as well as inform budget allocations by channel and tactic.-Evaluated, researched, and presented a linear and digital Olympic & Superbowl package that would be used to announce a new brand message to the marketplace in 2018.

Entertainment/Gaming -Evaluated vendors’ media packages, sponsorship opportunities, and added value to achieve client-specific KPIs: increasing brand awareness, name recognition, and consumer engagement.-Organized and hosted media day events to introduce multiple new properties, build partnerships with media vendors, and negotiate proposals for the upcoming year.-Secured added value in the form of bonus weight, remotes, events, digital elements, or promotions to generate awareness of casino promotions or concert series throughout the year to increase ticket sales for events.-Led a company-wide initiative to augment Pandora radio with terrestrial radio buys; collaborated with the digital team to rollover the buying responsibilities to broadcast.-Purchased 11 TV, Radio, and Cable markets for Hollywood Casinos and Penn National Gaming – market specialist placing annual, quarterly, and incremental buys.-Managed 8 properties’ budgets, presenting to clients and spearheading incremental buys and events between multiple buyers and markets.-Combined 4 years of previously purchased TV, Radio, and Cable costs from 75 markets and SQAD data to produce a master CPP document, used by the planning team to build 2015 budgets.

Entertainment, Insurance, CPG, Restaurant, Financial, B2B -Strategized and brainstormed with clients and vendors for added value amusement park promotions.-Exclusively owned and maintained 25 TV and Radio markets between Cedar Fair Entertainment, El Monterey, and Grainger, by requesting avails, negotiating ratings and rates to create quarterly schedules,.-Maintained cash and trade schedules, for over 40 markets by negotiating equal or upgraded makegoods that follow specs and guidelines, and pulling a pre-post to request under-delivery schedules.-Managed billing for 14 Cedar Fair Amusement parks, reporting on revenue lost due to trade credits and discrepancies – the multi-million dollar report is used for future planning by strategy and account management.

-Oversaw the agency’s trade system for all 14 Cedar Fair Amusement Parks, which included creating a new method to retrieve, input, and reconcile trade. Collaborated with our planning department and facilitated training for the buying team.-Provided all Cost Per Point and SQAD data to Media Planning teams.-Reconciled TV, cable, and radio invoices for over 50 local markets, working with station reps to resolve discrepancies and issue credits.-Completed local market buying assignments for Cedar Fair Entertainment and Direct Auto Insurance by creating TV and radio schedules and ordering buys for multiple markets.-Ran reporting on Benihana Local Cable invoices for separation discrepancies, which lead to station credits upwards of $10,000.

-Organized and managed special projects for Account Executives and the General Sales Manager, ensuring advertising spots ran as ordered. Projects involved inserting creative material into multiple programs for distribution to promotional and production staff.-Compiled various data sources into detailed reports and marketing presentations, used for sales and operational staff meetings. -Measured marketing effectiveness of radio concepts and schedules and prepared executive summary reports, highlighting their performances. These reports were the basis for focused marketing materials, which interpreted the advertising success to the client and secured future partnerships with advertisers. -Tracked forecasted versus actual revenue by the Urban Network sales staff for Sales Managers to measure success of radio advertising, station websites, and station sponsored events. -Assisted Account Executives by preparing marketing materials for client prospects and creating presentations.-Executed training for new Account Executives on office protocols and proprietary account management software programs.

-Executed promotional events in the Chicago-land area at a variety of live event venues. Responsible for coordinating and scheduling with client and station staff for promotional events. Managed three station interns per event while attracting attendees to the station booth via prizes and participatory activities. -Created event recaps for high value clients, complete with statistics, pictures, and event-specific accomplishments for sales and promotional staff to present to clients.-Actively monitored promotional email account on a daily basis to cultivate connection between station, clients, and listeners regarding upcoming events and prizes.-Updated station website and CBS database with promotional events on a weekly basis and completed online contest copy for upcoming contests.

-Completed brand audits and evaluate marketing and promotional efforts of three Clear Channel stations through market research and analysis. Maintained a weekly competition calendar to track competitor promotions and gauge their success or failure by comparing promotions with Arbitron ratings. -Developed a Movie Review webpage for Today’s 106.5 that allowed site visitors to view videos of people-on-the-street movie reviews. The huge response encouraged the sales staff to solicit sponsorships for the page.-Participated in street level marketing for a local Spanish radio station, which included distribution of La Preciosa t-shirts, stickers, and radios to taco cart vendors. This effort led to an increase in Hispanic listeners and Arbitron ratings.-Created three intern blogs, one for each radio station, to recap the events and promotions the station interns were involved in, leading to increased awareness of internship opportunities at iHeartMedia.-Organized and successfully executed promotional events such as a karaoke booth at the Fourth of July Jonas Brothers Concert. This promotion resulted in a large viewing audience, contest participation, and increased website traffic to view participant karaoke videos.