Tom Cugini Email & Phone Number

New York, Ny, Us

New York City Metropolitan Area

𝐴𝑐𝑐𝑜𝑢𝑛𝑡: 𝐺𝑟𝑢𝑝𝑜 𝐵𝑖𝑚𝑏𝑜 – 𝐷𝑖𝑣𝑖𝑠𝑖𝑜𝑛𝑠: 𝐵𝑖𝑚𝑏𝑜 𝐵𝑎𝑘𝑒𝑟𝑖𝑒𝑠 & 𝐵𝑎𝑟𝑐𝑒𝑙 𝑈𝑆𝐴• Managed the execution of broad-scale media and marketing strategies by optimizing multimillion dollar budgets of client media across 30+ brands and 50+ campaigns across the US, increasing agency revenue and client sales growth by Q1-Q2 2023.• Partnered with Client specialist teams (Media, Content, Analytics) and Agencies (Creative, Social, Public Relations), and Shopper Marketing) develop integrated annual brand plans following the client's planning process. • Led a 30-person team, including a direct team comprised of (1) VP Director, (3) Associate Directors, (2) Supervisors, (2) Senior Associates and (1) Associate, in the facilitation and execution of strategies while fostering growth and career development of the team through training and creation of best practices to ensure successful results for client's strategy deployments. • Directed multi-layered, fully integrated media campaigns, including utilization of Linear TV/Video (OLV/OTT/CTV), digital, audio (streaming/terrestrial), social, mobile, OOH, SEM, Retail media, and eCommerce, which involved offline/online marketing strategies, digital media platform conversion/performance initiatives, sponsorships, content programs as well as brand studies, analytics and reporting.• Guided team in working with clients to obtain an understanding of the strategic approach to their business, media plans, leadership, and partnership commitments, and ultimate business goals to execute business building marketing communication channel strategies and plans for clients. • Oversaw digital campaign analysis that defines key metrics for measuring client digital campaign objectives, creating quantified drivers for each objective, and utilizing the metrics to optimize campaign performance.

• Led team to execute strategic ROI driving media initiatives contributing to Sara Lee & Artesano Sliced bread to reach over a billion dollars in net sales.• Guided team on implementing a sales-driving media program contributing to the Thomas’ Portfolio revenue growth in Grocery and Walmart in Q1-Q2 2023.• Championed strategy for Entenmann’s, a top-tier media spend brand, resulting in double-digit dollar sales vs YAG, with positive growth in dollars spent per buyer in Q1-Q2 2023.• Worked with the Commerce leadership and BBU clients to implement incremental retail media scope, resulting in a lift in agency revenue.• Partnered with Sinclair Group to execute the Takis “National Signing Day” sponsorship, which won GOLD in the 2022 Festival of Media North America awards, delivering a lift in unaided awareness of Takis, an increase in teen affinity, brand love, and teen purchase intent – all above Nielsen norms.

𝐴𝑐𝑐𝑜𝑢𝑛𝑡𝑠: 𝐺𝑜𝑙𝑑𝑚𝑎𝑛 𝑆𝑎𝑐ℎ𝑠 / 𝑈𝑛𝑖𝑡𝑒𝑑 𝐴𝑖𝑟𝑙𝑖𝑛𝑒𝑠 / 𝐽.𝑀. 𝑆𝑚𝑢𝑐𝑘𝑒𝑟 𝐶𝑜𝑚𝑝𝑎𝑛𝑦• Managed the integrated communication and coordinated national media investments for consecutive clients with large multimillion dollar budgets, increasing overall agency revenue and resulting in double-digit revenue growth for the majority of the clients overseen. • Directed agency teams of ~19, including a VP Director, Director, Associate Directors, Supervisors, and Associates, and dotted line oversight to ~50 specialists across Digital Direct, Programmatic, Search, Social, Analytics, Strategy/Insights, Video Investment and Operations.• Led all phases of the integrated communication planning process for clients, from strategic plan development (digital and traditional) through implementation and measurement focused on driving brand and performance-focused media plans. • Oversaw the national investments across multiple marketing channels, including fully integrated media campaigns utilizing Linear TV/Video (OLV/OTT/CTV), digital, audio (streaming/terrestrial), social, mobile, OOH, SEM, Retail media, and eCommerce. • Ensured the teams provided in-depth digital analysis and recommendations to enhance client brand growth, providing quantitative and qualitative industry research, creative/messaging analysis, and strategic testing plans.• Developed consumer-focused KPIs and reporting/analytics capabilities used to measure and guide decisions across all clients within the teams.• Championed a balance on consumer retention and incrementality initiatives for clients hitting all customer touchpoints to retain the base while increasing incremental customers and revenue. • Brokered strategic media partnerships with Google, Meta, TikTok, Pinterest and Amazon and fostered agency relationships with Creative, Social, PR, and Shopper Marketing Agencies, leading to additional ROI for the clients.

• Launched the Natures Recipe for Smuckers in the US, resulting in Effective Messaging scoring in the top 20% across all categories, achieving double digit growth in Revenue and New Category Buyers with over 290+MM impressions across digital, PR and paid search• Provided oversight to the Analytics/Tech teams in building a fully automated Tableau dashboard for the Goldman Sachs Marcus client to measure end-to-end brand and acquisition media performance.• Secured 6 additional Goldman Sachs lines of business in 18 months, resulting in a revenue growth for Carat and Dentsu respectively.

𝐴𝑐𝑐𝑜𝑢𝑛𝑡: 𝑈𝑛𝑖𝑙𝑒𝑣𝑒𝑟 – 𝐵𝑟𝑎𝑛𝑑𝑠: 𝐿𝑖𝑝𝑡𝑜𝑛, 𝐵𝑟𝑒𝑦𝑒𝑟𝑠, 𝐾𝑙𝑜𝑛𝑑𝑖𝑘𝑒, 𝑀𝑎𝑔𝑛𝑢𝑚, 𝐹𝑟𝑢𝑡𝑡𝑎𝑟𝑒, 𝐺𝑜𝑜𝑑 𝐻𝑢𝑚𝑜𝑟, 𝑃𝑜𝑝𝑠𝑖𝑐𝑙𝑒• Directed a US agency team of 4 Strategic Planning professionals providing Omnichannel marketing plans and media strategies for Unilever Refreshments and associated brands, improving media budget ROI and meeting/exceeding client business goals.• Responsible for strategic and tactical planning outputs across display, online video, social, programmatic, Linear TV, audio, print and OOH, including developing new integrated planning processes with agency partners. • Steered the strategic direction ensuring consistency in the development of traditional and nontraditional media plans, leveraging the strategic planning leads and collaborating with the Unilever Refreshments Division team of 30+ specialists across Digital Direct, Programmatic, Search, Social, Analytics, Strategy/Insights, Video Investment, Operations, Retail and eCommerce. • Ensured seamless integration with creative partners to develop thoughtful plans rooted in consumer insights embedded into the customer journey. • Led a data-driven audience-first approach to planning and buying across channels as a foundational process for the team. • Built strategic communications roadmap for brands to help future-proof their business, solve broader brand and business challenges and drive strong positive ROI and business momentum.• Oversaw investment initiatives including marketing, business development, contract negotiations, forecasting, projections, budgeting, client relationship building, customer engagement and CRM. • Worked with our programmatic COE to provide thought leadership to clients on programmatic trading methods, inventory accountability guidelines, and scale and data strategies re-aggregation.

• Spearheaded national test campaign partnering with Unilever CMI & The Weather Company to link historical ice cream/frozen novelty sales data with historical regional weather conditions data, providing double-digit % lift in engagement • Championed sales growth ranging from the single to double-digit percentages across the Unilever businesses overseen• Leveraged precision media at scale and high-impact media partnerships for Lipton, resulting in an increase in volume vs YAG for the first time since 2006

𝐴𝑐𝑐𝑜𝑢𝑛𝑡: 𝐻𝑒𝑖𝑛𝑒𝑘𝑒𝑛 𝑈𝑆𝐴 – 𝐵𝑟𝑎𝑛𝑑𝑠: 𝑃𝑜𝑟𝑡𝑓𝑜𝑙𝑖𝑜, 𝐷𝑜𝑠 𝐸𝑞𝑢𝑖𝑠, 𝑁𝑒𝑤 𝐶𝑎𝑠𝑡𝑙𝑒, 𝐴𝑚𝑠𝑡𝑒𝑙 𝐿𝑖𝑔ℎ𝑡, 𝑆𝑡𝑟𝑜𝑛𝑔𝑏𝑜𝑤• Managed a team of Media Supervisors and Planners driving client projects, including planning execution and optimization, with attention to the quality of client deliverables and exceeding the brands' specific needs and goals.• Worked with the digital COE to consult on campaign strategy, communications plan development, and tactical mix across funded media initiatives and led the media efforts across all traditional and digital platforms, including online video, mobile, social, programmatic and custom content. • Guided efforts to maximize the client's multimillion dollar spend by streamlining the planning process and maximizing process efficiencies, increasing ROI for the client. • Drove innovative and strategic thinking behind primary objectives, including awareness and thought leadership via paid social and branded content creation. • Optimized the planning and digital capabilities, established an integrated communication plan framework and facilitated team culture initiatives to improve collaboration and drive agency thought leadership.

• Championed strategic media initiatives resulting in double-digit volume growth for Dos Equis • Appointed as HUSA team lead in managing the summer internship program and SMG 30-Day Mobile Challenge

𝐴𝑐𝑐𝑜𝑢𝑛𝑡: 𝑃𝑒𝑝𝑠𝑖𝐶𝑜/𝐹𝑟𝑖𝑡𝑜-𝐿𝑎𝑦 – 𝐵𝑟𝑎𝑛𝑑𝑠: 𝐹𝑟𝑖𝑡𝑜𝑠, 𝐿𝑎𝑦𝑠, 𝑆𝑢𝑛𝐶ℎ𝑖𝑝𝑠, 𝑅𝑢𝑓𝑓𝑙𝑒𝑠, 𝑇𝑜𝑠𝑡𝑖𝑡𝑜𝑠, 𝑆𝑡𝑎𝑐𝑦’𝑠 𝑃𝑖𝑡𝑎 𝐶ℎ𝑖𝑝𝑠• Developed and executed integrated brand communication plans for PepsiCo/Frito-Lay, leading a 5-person communications planning team and maintaining relationships with internal strategic media specialist teams and digital/content partners to ensure consistent strategy.• Spearheaded the development of integrated media strategies and campaigns across all media channels to ensure a positive ROI for the client. • Focused on providing innovative solutions to achieve digital marketing and retail objectives across multiple platforms while significantly increasing purchase intent (consideration) among all campaigns. • Utilized marketing research to aid in the consumer insight and strategic process throughout campaign development and execution. • Collaborated with the buying team during pre-planning, measurement framework development and strategy execution to ensure the campaign was set up for success. • Spearheaded consumer-centric integrated marketing campaigns that powered brand launches successfully, increasing reach and net revenue. • Collaborated with the data science/analytics COE on an engagement-driven measurement approach strategically prioritizing opportunities to drive brand growth, increasing media contribution. • Evaluated and tested cross-platform media opportunities across multi-functional teams for video-on-demand, online streaming, social media, and mobile channels. • Fostered relationships internally and externally as a key client led by facilitating daily communication and project coordination to ensure the brand vision was optimized and aligned in the marketplace. • Collaborated on establishing clear performance metrics, development of associated reports that measure KPIs, and participated in quarterly business reviews with client stakeholders.

𝐴𝑐𝑐𝑜𝑢𝑛𝑡𝑠: 𝑆𝑢𝑛𝑜𝑐𝑜, 𝐾𝐹𝐶, 𝑃𝐶𝐴, 𝑊𝑖𝑧𝑎𝑟𝑑 𝐸𝑛𝑡𝑒𝑟𝑡𝑎𝑖𝑛𝑚𝑒𝑛𝑡

𝐴𝑐𝑐𝑜𝑢𝑛𝑡: 𝐺𝑙𝑎𝑥𝑜𝑆𝑚𝑖𝑡ℎ𝐾𝑙𝑖𝑛𝑒 – 𝐵𝑟𝑎𝑛𝑑𝑠: 𝑁𝑖𝑐𝑜𝑟𝑒𝑡𝑡𝑒, 𝑁𝑖𝑐𝑜𝐷𝑒𝑟𝑚, 𝐶𝑜𝑚𝑚𝑖𝑡, 𝐶𝑖𝑡𝑟𝑢𝑐𝑒𝑙

𝐴𝑐𝑐𝑜𝑢𝑛𝑡𝑠: 𝐶𝑖𝑔𝑛𝑎 𝐶𝑜𝑟𝑝 / 𝐶𝑜𝑚𝑝𝑎𝑞 / 𝑁𝑌 𝑆𝑡𝑎𝑡𝑒 𝐿𝑜𝑡𝑡𝑒𝑟𝑦 / 𝑂𝑟𝑡ℎ𝑜 𝐵𝑖𝑜𝑡𝑒𝑐ℎ / 𝐽𝑜ℎ𝑛𝑠𝑜𝑛 & 𝐽𝑜ℎ𝑛𝑠𝑜𝑛