Analytical, detail-oriented and budget-minded media consultant offering 25+ years of experience in planning successful multi-media campaigns that increased sales and ROI for companies in the B-to-B and Agriculture ad space, several within the Global 500. Demonstrated ability to handle multiple clients/brands, including working with several account teams to manage the implementation and execution of multi-million dollar media plans.
Achieved (on average) annual savings of 8% - 34% of total media spend for the majority of all clients. Skilled in working with digital publishers to strategize and develop one-to-one messaging opportunities. Identified by clients and team members as being thorough, organized and enthusiastic.
Work closely with Marcomm teams and clients to achieve marketing goals and objectives keeping consistent focus on client ROI. Goals/directives including but not limited to: brand awareness and development; increase targeted traffic to website; grow internal database; launch new brands; strategize digital one-to-one messaging opportunities to communicate directly with target audience. Work with digital publishers to create new placements, positions and unique opportunities to promote the brand.
- Mitsubishi Electric HVAC, U.S. (Agency: Morrison): 2010 - 2013
Media strategy, planning and execution, targeting multiple unique audiences across all media channels, including handling the sponsorship of and visibility at key industry conferences
> Average savings/year from added value and rate negotiation: 19%-24% of total spend
> Digital: Solid results from traditional placements led to expanding digital spend plus customizing new placements with digital publishers to position MEHVAC as the source for commercial applications
- Bayer CropScience (Agency: BBDO/Atlanta): 2010 - 2015
Independently responsible for comprehensive media planning and strategies for eleven brands across multiple media channels. The brands included both established brands and new launches in both the Horticulture and Broadacre markets. A multi-step planning approach involving industry data and research, combined with an in-depth understanding of the target audience and then applying current market dynamics to build media campaigns to achieve brand objectives. Work with agency buying and accounting departments to issue orders, handle discrepancies and managing billing.
Direct all media strategy, planning and implementation for all accounts. Clients included: Raymond James Financial, Equifax (Consumer & B-to-B), Solvay Advanced Polymers, Georgia's Clean Air Force, Powerware (Domestic & Int'l), Invensys, McKesson Healthcare, Kodak Health Imaging (U.S and International), Kodak Dental.
Responsibilities include: Lead the strategy and development of fully integrated media campaigns, including offline and online media; Performance tracking and analysis of online placements to ramp up what is working and drop what's not; Worked with trade pub websites to create new and unique placements/sponsorships; Ongoing search to identify and research new print and online vehicles, including unique tactics outside of traditional media; Media support of new business activities, including presentation of media section
> Utilize negotiation skills to save clients (on average) 8%-34% of total media spend
> Encouraged strategy meetings between media and creative
> Supervised and trained assistant planners to develop and improve their skills; Monitored team to ensure seamless maintenance of all media accounts
> Continuously recognized by clients and new business prospects as being detailed, organized and enthusiastic
> Selected to participate
on several media panel discussions (AMA, MARS); Guest lecturer at
several media events (BPA, MPA);
> Developed media templates to facilitate monthly billings
> Streamlined media recommendations and POVs
> Guest lecturer at Magazine
Association of Georgia meeting; Requested by top trade publisher to speak at
Winter Conference to address media issues companies should consider when
developing integrated marketing campaigns
Utilized previous experience working
at a consumer agency to bring an updated approach to media planning in the
B-to-B space. Responsible for moving from a "one-dimensional"
media process to collaborating with other key departments during the discovery,
brainstorming and planning phases to develop more cohesive, integrated
campaigns that achieved client objectives.
Media lead on key B-to-B and Ag accounts including: Hitachi Telecomm, GE Electric, Richards-Wilcox/Electrolux; Cutler-Hammer/GE; Snap-on-Tools; ESAB Welding & Cutting equipment; Gold Kist Farmer Co-op; Elanco Animal Health (Poultry and Cattle); Jamesway Incubators (U.S and International); Delta Apparel.
> Increased brand awareness for one client from 8% to 45% via the collaboration process, with media driving the creative execution
> At the request of clients, served as key media strategist on all accounts
> Requested by one client to represent the agency to present approved media campaigns to client's regional offices
> Participated in most new business pitches, with 50% of those prospects becoming clients
> Trained and supervised team on local accounts: Golden Peanut, Agratech Seed
> Served on the Media Managers Advisory Committee for BPA Worldwide; Conducted regional media planning seminars with BPA and the 4 A's
> Managed buying agency across all media for one account, including pulling competitive and demographic research
> Developed an agency media template for flowcharts and POVs (point-of-views)
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