Experienced and reputable business and people leader with more than 17 years in media, advertising and market research. Skilled at strategic planning, product management, business development, campaign management and team development. Strong organizational, communication, project management and analytical abilities.
Marketing research, digital marketing and data professional with the ability to simplify complex data and analysis while providing strong, compelling insights to diverse audiences across multiple categories.
MBA with proven abilities in identifying growth opportunities, delivering differentiated products to market, and communicating value through integrated marketing channels and campaigns.
Recognized for strong collaborative skills in partnership with peers, managers, vendors and customers.
Market research and analysis
Profit and loss
Set Top Box
Regional Director of Market Research & Planning09/2012 to Current COMCAST SPOTLIGHT – Nashville, TN
Provide leadership and direction for a team of eight, related to gathering, analyzing and interpreting market information.
Monitor execution of research projects and communicate findings to appropriate audiences across 13 TV markets.
Collaborate with divisions and regions to design data collection methods & analysis processes.
Direct competitive insights and positioning strategies highlighting the value of spot cable advertising, online advertising and video on demand against competitive products utilizing data sources such as Nielsen, Rentrak, Kantar, IHS Polk, Rhiza, Scarborough, comScore, Media Monitors and Experian data.
Serve as chief story-teller for all analytics-based solutions.
Pilot and launch first Set Top Box viewing data matched to audience segments.
Merchandise to high value advertisers.
Provide metric-based narratives highlighting TV Everywhere and its future as a multi-screen option for pay TV.
Lead Southwest Region Automotive team in 2016 Southern Division Automotive Campaign initiative, developing cohesive and functional multi-screen automotive category campaign targeting new business and market share.
Serve as liaison in presentation of insights to enterprise and division automotive teams on new research presented at NADA and Digital Dealer events.
Champion proof-of-performance best practices ensuring proper post-buy evaluations, including earned media and makegood protocol, for Southwest Region national posting clients.
Serve as Division Research Lead for Affiliate Care Committee responsible for overseeing and monetizing subscriber counts and impressions for affiliate partnerships including AT&T, DirecTV, DISH and select MVPDs.
Facilitate quarterly NCC meld ensuring proper currency and metrics are derived via STRATA View media planning software.
Marketing Analyst11/2011 to 09/2012 COX MEDIA – Pensacola, FL
Developed front-to-end data driven strategies aligned with corporate objectives.
Provided research analysis and summary of market, sales and product data to grow total advertising spend and reduce overall churn.
Performed deep-dive analysis of client segments and identified market opportunities.
Summarized and communicated market research and programming data to sales and marketing leadership, sales consultants, sales support teams, and clients.
Produced and executed training models, sales tools, head storyteller presentation templates, and client-facing materials.
Established and aligned regional goals to lead Research in growing share of national, regional and local advertising dollars through the positioning of custom analyses and effective "storytelling.".
Conducted area-wide trainings for all sales consultants and sales support by regarding topics related to Media Math, STRATA-based TV schedules, Quantitative and Qualitative Positioning, and Agency Negotiations.
Protected Average Unit Rate by advising on proper campaign and media schedule creation, mitigating liability for post-buy analysis accounts.
Operations Manager08/2005 to 11/2011 MAJORS HOME IMPROVEMENT – Milton, FL
Ensured optimal levels of performance, productivity, efficiency and profitability of departmental operations through the provision of effective methods and strategies.
Developed pricing strategy, sales tools, and all advertising collateral and materials.
Performed market research and analysis, annual budget forecasting, and profit and loss analysis.
Oversee regional sales and marketing team across Florida, Alabama and Mississippi region.
Created Field Marketing division providing diversified lead procurement through community outreach and Cause Marketing initiatives.
Secured record customer satisfaction levels through implementation of "Red Carpet Service" quality control program.
Decreased customer complaints by 38%; boosted repeat business 13%.
Sr. Media Planner06/1999 to 08/2005 JOHN APPLEYARD AGENCY – Pensacola, FL
Commanded negotiations of media contracts and placement for client advertisements.
Controlled budgeting and forecasting of annual advertising costs.
Managed client accounts, ensuring quality service and retention.
Served as agency liaison to all media vendors.
Clients include McDonalds, Cox Communications, Budweiser and select local and regional accounts.
Master of Business AdministrationUniversity of West Florida-
Bachelor of Arts: Public RelationsUniversity of West Florida-