Success media & marketing
Multi-Market Campaigns
Managing 3rd Party Tools & Resources
Test & Control Groups
Content & Voice
Content Distribution
Content Monetization
Analytics
Strategic Planning
Brand Cohesion
Design & Tools
- Executed campaigns for digital and traditional sources. Operated in all market sizes. Developed use and test control cases. Participated in KPI identification and tracking throughout campaigns. Adjusted campaigns as needed to show results in KPI for clients. Often involving direct client contact with multiple stakeholders and individual contributors. Managed process and worked with teams to ensure completion of campaign based on client check-in requests.
Managing 3rd Party Tools & Resources
- Worked with team to develop relationships with 3rd party tools & resources such as: in-app sales process tracking (TUNE etc), Photography resources similar to Getty Images, Photographer/Videography resources, video streaming services, legal requirements tracking sources.
Test & Control Groups
- Developed control groups, test cases and executed use cases for campaigns with clients. Interacted with data teams to show past results from campaigns. Built business use cases for individual clients and select verticals to show KPI execution in past campaigns. Interfaced with data teams on-site with clients in addition to data team internally for KPI benchmarks based on past experiences.
Content & Voice
- Developed voice and image for client campaigns. Wrote copy for integrated audio, video, print, digital & blog campaigns. Followed brand specific guidelines for clients while maintaining branding where appropriate for internal resources (sports vs CHR as an example). Led or participated in photo/video/audio/print creation where needed.
Content Distribution
- Managed and deployed appropriate channels to distribute content. YouTube, Facebook, Twitter, Instagram, Email Pushes, Text/SMS, TV, Radio, Print, Direct Mail, Billboard, Blogs.
Content Monetization
- Pitched and built custom stations for content monetization. Built blog content in-line with advertiser goals for sharing in social media where appropriate. In-show content used for organic client reach, often with endorsement talent. Online portals built for specific holidays (ex. Christmas, Halloween, New Years) or long-term content (ex. medical, real estate) for advertiser engagement.
Analytics
- Analytics with tools like Google Analytics, SiteCatalyst, Nielsen and Sales Force for tracking of client campaigns. Used also to determine appropriate percentage of voice (share of voice, SOV) or total impressions for campaigns.
Strategic Planning
- Annual strategic planning used to track internal goals and budgeting for departments. Participated in building budget, revenue goals, head count and performance goals for department. Used business on the books in comparison to previous year to show year over year growth in digital revenue for market and multi-market revenue. Aligned personnel to appropriate internal support roles when needed.
Brand Cohesion
- Ensured brand cohesion for external clients and internal properties. Made sure brand voice was implemented into outside campaigns where needed. Brand cohesion is important within a marketing campaign to ensure voice is appropriate for audience when targeting segments. Example: W 25-54 CHR vs M 25-54 Sports or Rock.
Design & Tools
- Graphic design with Adobe Creative Suite, CMS (internal), Editing and implementation of PHP/MySQL, Digital Ad Traffic Management with DFP and internal systems for mobile/web ROS campaigns.