Heading up the Out of Home practice for the media activation team at Gravity Global.

I help companies realize increases in revenue and market share with effective media connection strategies that are grounded in consumer insight and marketplace intelligence. Do you need a fresh perspective on your media marketing strategy or a creative media solution to your business challenges? I'm available for long & short term projects; working direct with companies or as an integrated member of agency media team. https://loriwilliamsmedia.com

Contract role as acting Media Director with oversight of media & campaign performance analytics. Unified siloed group of media buyers & planners into single high-performing team; improving internal department interaction and integration of media tactics to achieve client campaign goals. Worked with account directors to assess client marketing & business needs to inform strategic media direction. Leveraged traditional media, digital, social and experiential elements to deliver on client brand KPIs and business goals. Directly managed several client business relationships including forecasting & client P/L, negotiating contracts, creating media briefs and managing project SOWs.

Hired to develop Strategic Planning function within agency specializing in local print & digital media solutions. Leveraged market research & consumer insights to create target personae, formulate strategy and optimize media mix to improve campaign ROI. Analyzed sales, competitive activity & geo-demographic data for retail clients to improve store traffic & sales by tailoring media mix to meet market conditions and demands. Authored agency presentations on industry trends. Led development & implementation of research studies with oversight of research vendor relationships and contract negotiations.

Independent contractor creating effective marketing & media solutions for varied list of B2B and B2C clients. Worked direct with companies and as an integrated member of agency media team.

Contract assignment as acting Group Media Director providing media leadership for two accounts: CVS Pharmacy and Harvard Pilgrim Health Plan. Led cross-functional team in development and implementation of two successful CVS campaigns incorporating network TV, digital, branded entertainment and social elements. Analyzed markets on target population densities, media efficiencies & projected LTV of new customer acquisitions to inform local market support strategy. Oversight of annual media plan development for Harvard Pilgrim Health Plan including TV, radio, sponsorships and business alliances.

Directed U.S. advertising media strategy for $2B consumer electronics manufacturer with emphasis on improving media ROI. Set overall strategic direction for using media to connect with customers & prospects; generating sales increases for direct response, retail and professional product lines. Provided thought-leadership on media trends to sales and marketing teams and shared best practices with international counterparts. Managed staff of 10 and several media agency business relationships. Received multiple recognitions including VP Award for Cost Reduction for delivering a 9% YoY media savings.

Directed media activity for a variety of B2C and B2B accounts. Built strong client relationships by providing essential insight and strategic vision for using media to meet their business objectives. Collaborated with creative partners to ensure synergy of creative and media to meet client goals.

Hired to develop planning function within $250MM media buying service. Established department; outlining processes to integrate into existing agency structure. Ensured all plans delivered on client goals & agency standards of excellence. Hired, trained & led staff of 12. Created proprietary agency media planning tools – BehaviorPRO™ audience profiler & PROTrac™ ratings analyzer – to enhance agency capabilities.

Began with agency as Media Planner, advanced through roles of increased responsibility to final position as Associate Media Director. Received national recognition as one of Top 100 media planners in U.S.