Director, Media Strategy Resume Example
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DIRECTOR, MEDIA STRATEGY
Summary
Seasoned media and marketing professional with 9 years of experience working on a blue chip client (MillerCoors) in an extremely competitive category. Possessing a strong bias for action and thriving as part of a team atmosphere I have developed a reputation for being results oriented and excellent execution. I am a collaborative leader that has managed and influenced cross-functional partners and advertising agencies while becoming an expert in the multicultural millennial target. I've developed integrated media strategies through paid, owned and earned media including digital, TV, print, outdoor, radio and other unique channels. It is my goal to continue growth and expertise in media by leading teams/brands to measurable success.
Core Strengths
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Experience
Director, Media Strategy10/2015 to CurrentAmerican Cancer SocietyChattanooga , TN
- Oversaw development and execution of media plans rooted in strategic consumer insights, media fundamentals and modeling analytics designed to drive business growth for Miller Lite & Miller High Life
- Continued progression of leadership skills beyond the MillerCoors team to across the entire agency sharing strategy best practices, award winning work and contributing on mutiple new business pitches
- Developed in-depth analysis exploring optimal audience reach & frequency benchmarks leading purchase occasion
- Revamped social media targeting strategy in an effort to drive better short-term sales and better overall digital ROI
- Achieved greater understanding of the programmatic digital landscape and how best to approach for the MillerCoors portfolio
Associate Director, Media Strategy02/2013 to 09/2015Publicis Groupe SaWestlake Village , CA
- Led cross-platform media strategy and execution for the re-launch of Miller Lite's re-branding in 2014, highlighted by the Original Lite Can, resulting in 15% increase in units and the first quarter of growth in 7 years
- Expanded marketing knowledge across consumer touch-points by serving on cross-agency leadership team for the largest brand launch in MillerCoors history, Miller Fortune
- Strategic media lead behind Miller Lite's impactful cross-platform summer media plan which contributed to Miller Lite being the most socially talked about beer brand during the key selling season
- Was nominated and voted by agency colleagues and MillerCoors client as finalist for the Leadership award as part of the 2014 Media Agency Recognition Program - 1 of 3 agency finalists
- Continued professional development in completing key training courses: Advanced Presentation Skills, Managing Millennials & Essentials of Digital Marketing (on-going weekly education series)
Supervisor, Media Strategy06/2012 to 01/2013Publicis GroupeMinneapolis , MN
- Improved management and delegation skills while overseeing growth of multiple junior level employees
- Elevated presentation and client communication skills serving as the single point lead for the Premium Light brands during a time of transition to a new agency for MillerCoors
- Completed strategic business focused media POVs to drive sales including a local radio "piggyback" execution targeting on-premise under performance as well as a NFL "always on" strategy
Media Supervisor09/2011 to 05/2012Essence GlobalLos Angeles , NY
- Took a larger role in cross platform planning contributing to digital media recommendation and completed agency digital media training program
- Led training of planners and associates across key planning tools and processes to generate efficiency as well as team growth
Field Media Planner01/2011 to 08/2011Essence GlobalEl Salvador , NY
- Broadened media professional skill set serving as the planning and execution lead for all local media (TV, radio, OOH, digital & print) for all MillerCoors brands across 40+ markets in the Southeast region
- Leveraged strong interpersonal skills and conducted all day to day communication across 6 field marketing manager clients
- Led development of 2012 media trends presentation which was subsequently presented to 20+ clients
Media Planner12/2008 to 12/2010Draft FCB - MC MeiaCity , STATE
- Led intricate portfolio management and allocation strategy of MillerCoors $80MM NFL TV budget as well as in depth competitive tracking
- Influential member of Emerging Media Team which provided turn-key and customized media solutions to MillerCoors in the growing digital space
Assistant Media Planner06/2007 to 11/2008Draft FCBCity , STATE
- Served as core support staff that helped to expand DFCB media business to acquire Coors local planning followed by MillerCoors business
- Developed econometric modeling strategy to informdollar and TRP allocation versus the competition
- Mastered planning, research and budget tracking tools
Education
Bachelor of Arts: Journalism - Strategic Communications MarketingMay 2007University of MissouriCity, State, United StatesBusiness Minor - emphasis in Marketing
Media Toolbox
Nielsen Clear Decisions (MRI & Scarborough)
Competitive Spending Tools - Ad*Views, Kantar, Comscore
Media reach & frequency tools - proprietary & Comscore
Proprietary audience measurement platform
Media Tools planning software
Econometric Modeling Analysis
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Resume Overview
School Attended
- University of Missouri
Job Titles Held:
- Director, Media Strategy
- Associate Director, Media Strategy
- Supervisor, Media Strategy
- Media Supervisor
- Field Media Planner
- Media Planner
- Assistant Media Planner
Degrees
- Bachelor of Arts : Journalism - Strategic Communications Marketing May 2007
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