P&G

P&G - Family CareDeveloped media strategies to deliver short term sales goals, concurrently with building long term favorability and consumer acquisitionAnalyzed sales data and media performance to develop volume and ROI forecasts, enabling media plans rooted in business KPIs - plans saw continued YoY growth in sales and ROI measured by client MMMAssisted in the transition of new business; leading evaluation and replan of brands, including investment strategies for Super Bowl & Olympics tentpolesLead cross functional team to pivot brand activity to respond to COVID pandemic, recognized with multiple industry awards (Shorty, Adweek, Internationalist, Campaign US)

P&G - Family CareConducted media analysis for yearly planning cycles, providing detailed recommendations for plan optimizations to achieve efficient incremental reach and drive salesWorked with multiple media owners to create an industry first ad placement designed to deliver unique ad experience that aligns with client’s brand characterPartnered with both the brand and merchant client teams to craft strategy for eCommerce investment across multiple key retailers to aid category growth and ensure strong market shareInstituted new processes and documents to improve and streamline TV planning & inventory management for entire planning team

MasterCardWorked directly with Mastercard senior media team to establish global budget & campaign management process during account transition and onwardCreated standardized campaign evaluation criteria to inform budget allocations and prioritizationManaged teams across 5 global regions to produce client facing reports and deliverablesNegotiated and deployed global media partnership between client & leading social media platform toprovide increased media value and define growth plan for brand on platform

GSK Oral Care portfolioAssisted in development of media plans to accomplish each brand’s marketing objectivesAnalyzed campaign performance, developing strategic & tactical optimization recommendationsProvided insights to clients on media trends driven by industry evolution & competitor activity