Work Experience

• Develop and implement strategic media plans aligned with marketing objectives, conduct research to identify media consumption habits, market trends, and target audience demographics
• Utilize consumer insights and market trends to inform media planning decisions and ensure campaign resonance with the target audience
• Lead all aspects of media buying, including the selection and negotiation of media channels, placements, and ad formats, with a focus on securing optimal placements and cost efficiencies

• Oversaw cross-channel media planning and investment strategy for all Mars Pet brands (11+) as well as various special marketing projects around the portfolio
• Owned, developed and maintained the holistic media budget strategy and partnered with Finance to deliver on-going forecast against company objectives and goals
• Developed 2022 plans that are able to flex and evolve with the marketplace by optimizing against core media metrics as well as customer service levels, demand planning forecasts and brand-level ROIs
• Optimized stewardship of Upfront agreements which resulted in an improved average delivery rate of 96% with equitable ADU delivery to fulfill guarantees quickly

• Lead Aflac’s cross-channel media efforts in support of building the brand, maximizing revenue and value as well as identifying new opportunities to think differently about media and its impact on the business.
• Manage the strategic placement and performance of $89MM+ in media buys across channels for all segments including Consumer (General Market & Hispanic), B2B and Broker/Agent.
• Oversee the management of media agency partners including strategy development and execution, investment optimization, project workflows and content integrations
• Implemented a co-branded program with Disney in the re-launch of DuckTales including custom spots created by Disney incorporating the Aflac Duck alongside characters.
• Reduced college football investment by 47% while securing a season schedule increasing ratings by 18% alongside maintaining exclusivity of in-game trivia units.
• Continually optimize media plans to deliver increased brand awareness; achieved an awareness of 89% in Q4 2017, its highest level since 2015.

• Managed a team of digital specialists including designers, developers, content strategists, project managers, paid media managers and analysts
• Developed consumer outreach messaging strategy and testing approach for email, paid media and social media efforts for the Get Covered America campaign
• Oversaw the portfolio of digital tools end-to-end including: creation of product roadmap, prioritization of initiatives, allocation of development resources, testing and deployment
  • Link: Making the Connection 2.0: Insights Into In-Person Assistance From the Get Covered ConnectorGet Covered Suite of Tools
• Used UI/UX best practices alongside focus group activities to continually enhance consumer-facing interactive health insurance decision support tools

Clients: Pentagon Federal Credit Union, Strayer University, Navy Mutual, Wolf Trap, Washington Nationals, Tiger Woods Foundation

• Duties focused on staffing and operations for the media department; operational efficiencies of media technologies and research; managing and tracking group financials alongside P&Ls
• Pitched and won 2 major pieces of business for the agency
• Built out SEO and Analytics practice for the agency
• Project managed the on-boarding of Visual IQ attribution modeling integration and Adobe Marketing Cloud setup for two of the agency’s largest clients

Clients: Publix Supermarkets (Corporate & Divisional), OGX and new business

• Lead the Tampa media team in the strategic development of media plans as well as the subsequent negotiation, activation and performance analysis
• Developed the KPI framework, reporting hierarchy and templates for the launch of the Publix analytics dashboard
• Grew agency FSI planning and buying practice adding an additional line of revenue
• Served as sole agency representative for the Publix Corporate Metrics Committee

Clients: Church & Dwight (Trojan, First Response, Nair, Simply Saline, Orajel, Arm & Hammer Brands, Feline Pine, OxiClean), Barclays, BarclayCard US and new business

• Served as the key contact for mid-level and senior clients providing leadership, strategic direction and continual education on the changing digital media landscape
• Responsible for directing the digital planning, buying and implementation strategies across 15 brands under the Church & Dwight portfolio
• Launched the Barclays Deposits program in the US and expanded client portfolio to include BarclayCard US programs
• Created agency-wide digital training curriculum and lead training sessions during transition towards channel neutral planning structure

Clients: Microsoft (MSN & Windows phone), Facebook SMB, Livescribe and new business (B2B & B2C)

• Retained MSN’s FY’11 and FY’12 digital planning initiatives securing a dedicated team of 9 across media, analytics and account service as an agency first after 2+ years of project work
• Awarded 2010 Webby official honoree selection for “Best Use of Online Media”
• Created an internal trafficking process bringing in-house all ad serving from an outside vendor resulting in substantial savings for the agency
• Developed media team’s monthly “Innovation In Action” curriculum focusing content on new digital media trends and new technologies in the advertising landscape

Clients: Adobe, WellPoint/Anthem Insurance and new business

• Launched the first International digital advertising program for Adobe’s Engineering & Development business unit in NAM and EMEA
• Designed an Adobe Acrobat 8 program utilizing a hyper rich-media unit that grew incremental advertising budgets by 43% as well as won an Adobe award for innovative marketing
• Mapped all internal planning, tracking, reporting and 4th party site-side tracking (Omniture) programs to automate client facing reports for the agency

Clients: Charles Schwab, Old Navy, Safeway, Janus, TransAmerica

• Integrated DART MediaVisor for media planning/buying with DFA
• Created and managed site-side tagging projects on a major grocery account reducing the amount of tracking tags by 74%
• Negotiated rate cards for all major rich media providers for the West Coast division at a 14% difference from PHD corporate rate card
• Managed the Old Navy Interactive program and grew agency revenue by 89%

Clients: Symantec/VERITAS (B2B), Norton (B2C)

• Developed an internal trafficking system providing stronger accountability through projects’ development life cycles (resourcing, budgeting, tracking, activating, and reconciling)
• Developed a strategic, integrated media platform and planning approach supporting Symantec’s Global repositioning efforts for their enterprise brand
• Directed the media strategy supporting Norton’s The DaVinci Code movie sponsorship

Clients: Expedia, Holland America Cruise Line

• Delivered more ROI and transactions than previous 4 years for the Expedia online program


• Streamlined affiliate programs by aligning Expedia’s LOBs with the networks providing the strongest results based on a contribution model

Clients: Procter & Gamble (8 brands), Georgia Pacific (4 brands), Alaska Tourism

• Implemented Atlas ad serving for the agency and trained internal staff
• Created strategic online media plans for awareness and branding initiatives

Clients: American Red Cross, City of Hope

• Developed donor segmentation strategies for annual direct mail programs for ARC chapters
• Managed analytics and reporting projects for regional ARC chapters