Samantha Thu Email & Phone Number

Boston, Ma, Us

Boston, Massachusetts, Us

• Manage the Strategy & Planning team working across 20 accounts and overseeing $88M+ in annual media investment• Participate in business development pitches for new and upsell

Boston, Massachusetts, Us

• Oversee the strategic development of multi-channel media strategies and activations for GIANT, Waymo, G-Star RAW, Sunbrella, and Goliath Games• Responsible for of 10+ team members ranging from Media Directors to Media Coordinators, handling all teamrecruiting, hiring, mentoring and professional growth development

Boston, Massachusetts, Us

• Responsible for developing local and national integrated strategy and managing media implementation for clients with a variety of campaign goals, ranging from demand generation to sales acquisition to brand awareness• Led all media and analytics capability teams, including Programmatic, Performance and Analytics, to ensure seamless collaboration and strong campaign performance for AAA Northeast and The Joint Commission• Planned omnichannel media strategies and worked closely with creative agency partners and/or in-house creative teams to execute Print, OOH, Linear TV, OTT/CTV, Terrestrial & Streaming Audio, Programmatic, and Direct Digital activations

Boston, Ma, Us

• Lead the strategic development of multi-channel media plans for Frontier Communications in key US markets • Responsible for managing multi-million dollar budget with primary focus on acquisition and maintaining efficient cost per lead and cost per sale benchmarks, examining and adjusting media efforts on a weekly & monthly basis based on performance• Monitor effectiveness of media activity and provide thought leadership POVs and optimization recommendations based on ever-changing telecom landscape, competitive pressure and offer-driven promotional calendar• Cultivate internal relationships and manage teams from all disciplines (Planning, Digital, Broadcast, Analytics) on strategic plan development to align with business and marketing goals• Refine internal and client-facing media planning processes to best align with clients’ needs in order to streamline workflow for improved efficiency, accuracy and collaboration

Waltham, Ma, Us

• Responsible for digital display media strategy across agency clients including MIT, Eversource, University Hospitals, Boston Children’s Hospital, MEFA, Tufts Health Plan and UMass• Developed integrated media approach, strategy and recommendations in collaboration with media channel leads to ensure maximum ROI, whether the initiative was focused on brand awareness or acquisition• Determined appropriate display formats and tactics to best align with channel goals, including site direct, programmatic, mobile, video and native buys• Oversaw mid-level and junior team members in the development of media recommendations, client presentations, tactical execution of buys, campaign ad trafficking and performance monitoring• Identified new and existing media and technology partners in order to meet client’s business, marketing and campaign objectives

Boston, Massachusetts, Us

• Manage the development of digital media strategies from start to finish, including the digital media planning, buying, trafficking and measurement process• Introduce new technological innovations and opportunities for clients and the agency alike within digital• Oversee the evaluation of campaign performance – identify areas of strength and strategy weaknesses in relation to client goals• Review all internal agency interaction with traffic, production and creative departments in order to refine work processes to improve efficiency, work product and client service• Assess digital campaign technical measurement and data requirements (e.g., site tagging, Web analytics coding)• Gauge effectiveness of digital media advertising programs via regular and ad hoc reporting including performance metrics and written analysis utilizing Google Analytics and DoubleClick• Identify opportunities for budget maximization and ensure that campaigns are run in a timely manner

• Develop, refine, and execute online media recommendations with media, SEM/SEO agencies• Enable and QA ad tracking• Provide universal ad creative and landing page production for all online media, onsite promotion, 1:1 marketing ads• Produce landing pages and tracking to support direct marketing and offline advertising• Optimize cross-agency integration to ensure alignment of creative and SEM recommendations with media buys• Optimize cross-discipline agency integration to ensure alignment between offline and online media buys and creative• Manage front-end SEO page development implementation and optimization• Manage execution of Social, Mobile campaign elements• Identify and build additional online advertising/acquisition opportunities for bank, i.e. new vendor offerings; create a roadmap of opportunity testing• Create resolutions to regulatory requirements such as 3rd party cookie/privacy regulation• Maintain online media budget and manage invoices with various agencies

Boston, Ma, Us

• Responsible for print media evaluation, selection and scheduling recommendations for Personal Investing media. • Perform extensive target audience and publication analysis using syndicated research and audits, analyzing data to formulate plan recommendations, and in-depth knowledge of Fidelity retail products, marketing objectives and strategies.• Print buying oversight includes negotiating contracts, added value and makegoods; also entails supervising junior team members to ensure accuracy in placements, rates and budget records, billing/budget issues and reporting• Support VP with various Digital media initiatives including but not limited to collaboration with and/or oversight of the external digital agency, communication within internal Fidelity marketing and technology groups, and coordination of digital execution and cross-channel activities.

• Development of strategy and creation of media plans that meet client marketing objectives, and the subsequent negotiation, implementation and performance analysis of same• Research and familiarity with relevant publishers and opportunities available to our clients across multiple media channels (digital, print, broadcast, OOH, emerging media) • Collaboration with Account Management team to clarify client business objectives and success metrics• Develop target audience insights that will inform marketing communications• Collaboration with Creative team to identify break-through promotional ideas• Development of media strategy recommendations for presentation to internal and client times• Management of RFP development and distribution and oversee insertion order process• Development of detailed media plans and flight plans• Continuous oversight of in-market programs, including issue resolution, creative optimization, and make-goods• Oversight of all program budgets/billing and progress reporting, providing regular updates to department head and to account teams as needed• Oversight of campaign performance reporting and analysis/recommendations for improvement• Monitoring competitive/landscape activity and bring new findings & ideas to extended team• Developing Points of View on various media opportunities for written/verbal presentation to clients• Oversight of and guidance/coaching to junior team members, and ensuring that their responsibilities/deliverables are on track

Source and maintain profitable media relationships with online publishers; Negotiate pricing and purchase inventory on a cpc,cpa, cpl and cpm basis; Prospect for new media placements that expand network distribution capabilities

Needham, Ma, Us

Manage the day to day sales support functions for TripAdvisor’s Sales staff. This includes but is not limited to: working with the AdOps group to monitor display banner ad campaigns in order to ensure full impression delivery; managing the receipt and tracking of all display Insertion Orders from order input to post analysis; communicating with agencies and advertisers directly regarding pending, upcoming active and completed campaigns; assisting territory sales managers with inventory management, RFPs, proposals, post-campaign recaps; working closely with the Accounting department regarding billing and invoices for orders.

New York, Ny, Us

Managed station client promotions to ensure proper execution on-air, on-site and online, according to clients’ needs. Coordinated station events and appearances, on-site and on-air, with both the Promotions & Programming Departments. Managed NTR programs such as Summer Concert Series, Ski Tour and Town Center Saturdays to increase sales revenue. Executed client copy for on-air and website presence with traffic and production departments. Coordinated Cains Food Radio Campaign and acted as media buyer for other markets for client’s spring program.

Managed and further developed the media network for radio, TV and newspapers, maintaining a positive relationship. Developed event program for the Summer Games; prepared media packets & press releases regarding the Summer Games. Oversaw the Media and Press Center and results system, including publishing results via press releases and web updates. Updated and maintained Bay State Games and Mass Shape Up web pages daily with new information and schedules. Researched and developed general promotional opportunities, including merchandising and volunteers.

New York, Ny, Us

Integral part of Boston Hot AC station WBMX/Mix 98-5 as assistant to Music and Program Directors. Maintained the station music library and in-studio library to match the music systems for on-air play. Researched artists, music, events and news for sales representatives, potential promotions, and content for on-air talk. Acted as producer for on-air talent, in-studio and live broadcasts, as well as coordinated weekend staffing schedules.

Charlotte, Nc, Us

Responsible for managing Media Center and Expo Tent Pavilion as liaison for local media, press and sponsors. Maintained official Tournament website with daily updates in coordination with the PGA Tour website. Edited Tournament Pairings Guides and coordinated creation of the Official Tournament Program.

Business Management, Marketing, Management

Education record