T.S. Kelly Email & Phone Number

Toronto, Ca

New York, Us

Consultancy specializing in business development, brand/product/data strategy, analytics team development, and media measurement innovation.

Barcelona, Catalonia, Es

Tokyo, Jp

• Expanded role/remit across dentsu US media service line

Tokyo, Jp

Managed highly skilled team and resolved major brand challenges (QSR, CPG, retail, Tech, Finance, Pharma, etc.) via extensive understanding of media investment performance as 'Chief Surgeon.' Utilized measurement innovations techniques, including attentive reach, cross-platform attribution, and research partnerships for improving TV and digital upfronts. Ensured creation and advancement of new tools platform across media service line and directed cross-team capabilities audit as Working Group Lead.Key Accomplishments: - Shared ‘north star’ brand vision of data reporting and analysis for securing customers and internal leads while maintaining information/analytics, following industry/partner POVs, and increasing channel investment opportunities.- Negotiated and acquired global clients, including Goldman Sachs, Pandora, Serta, Santander, and KHC as Key Analytics Stakeholder of pitch team. Supported over 30+ pitches in all.- Employed hybrid offshore shared services model for improving overall team performance.

Mountain View, California, Us

Directed company operations, including global business objectives setting, product development, and linear/CTV measurement modernization. Developed reporting methodology standards for brand affinity, ad occurrence insights, media activation, and multiple attribution solutions, including campaign, site, purchase activity, location, cross-platform, broadcast, CTV, and AVOD.Key Accomplishments: - Secured $100M+ revenue goal by leading internal media team in US, Canada, and EU.- Devised first location attribution reporting solution in key brand categories, including QSR, retail, and automotive.

New York, Ny, Us

New York, Us

Established 4-person consultancy focused on business development, brand/product/data strategy, analytics team development, and media measurement innovation. Executed audit to uncover and fulfill gaps for promoting new suite of marketing cloud and programmatic services. Advised teams on the creation of new ACR/STB-based television audience measurement techniques. Devised and employed cross-screen attribution and effectiveness studies for TV and mobile. Updated metrics and method for vendor’s video ad-serving reporting suite.Key Accomplishments: • Maintained relations with key agencies, media clients, and data vendors, including GroupM, Merkle, Havas, BBC America, Sirius/XM, Cumulus/WWO, YP, Kantar, Nielsen, Verto Analytics, Sorenson Media (Roku), and Time, Inc.- Onboarded and led multi-person and multi-locations, including US and EU analytics and insights teams.- Accomplished nearly double YOY revenue growth by aiding global ad sales teams through the development and implementation of best strategy industry practices.- Won new customers, including CPG brand with $185M ad budget as Core Member of agency pitch team

San Jose, California, Us

Advised Crowd Science corporate team on product developments, competitive landscape, etc., as they prepped for acquisition.

London, Gb

Instructed finance and marketing track graduate students on advertising issues/trends in relation to technology, data utilization and related consumer behavior

New York, Ny, Us

• Unified global vision for digital research services, systems and teams across the network incl. North & South America, Western Europe, and APAC• Managed 12-person global team and budget ($3M+) spanning eight markets• Lead media strategist for global accounts: Fidelity, Barclays, ING Direct, Danone, BBVA Bancomer, BBC, Telmex, Reckitt Benckiser, Bimbo, Air France, Sears and Expedia• Analytics lead on global pitch team securing new clients such as the BBC (UK region)• Published industry white papers on mobile, video, cross-screen media and search marketing• Conducted brand studies on travel (Expedia), finance (Fidelity) and other categories• Principal analyst and spokesperson for global conferences, media-related business activities and press

Us

• Managed 10-person bi-coastal U.S. analytics team• Analytics lead: Burger King, Sprint, Verizon, Ford, Daimler Chrysler, GM, Toyota and eBay• Designed brand recall and consumer ad exposure studies utilizing proprietary IAG panel, Nielsen, CMR and other partner data resources• Established 'best practice' procedures (SOP’s) for data intake, analysis and campaign reporting

Southfield, Michigan, Us

• Analytics lead for national broadcast and cable, media planning and buying, DR, outdoor and newly-formed digital and data science teams• Managed $1M+ media research budget and key vendor relationships including: Nielsen, Kantar, comScore, GfK, Telmar and Experian• Main analytics point of contact for client account teams including: HGTV, Circuit City, Mazda, US Cellular, PNC Bank, Cranium, Outback, Public Storage, Serta and Six Flags • Established media planning 'best practices' via written POVs and published reports on multiple topics: consumer targeting, streaming audio, mobile, CRM, TV fragmentation and Nielsen's challenges

New York, Ny, Us

• Managed 11-person bi-coastal analytics team• Direct P&L responsibility for product revenues ($1.2M) and quarterly custom analysis ($200K)• Key point of contact for media client base including: Microsoft, AOL Time Warner, Verizon, Disney, Tribune, Viacom and Clear Channel• Thought leadership lead on media, technology, and entertainment categories leveraging data from Nielsen TV, PRIZM, @Plan, AdRelevance and internal proprietary sources• Principal analyst and spokesperson for media-related business activities and press releases

Mps/Mba, Media, Business Admin, Marketing

Ba, Media, History, Film Production