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Work Background
Saatchi & Saatchi (We Are Saatchi)Senior Director - Media Strategy
Jan. 2020 - Apr. 2023Dallas/Fort Worth Area
Saatchi & Saatchi (We Are Saatchi)Group Media Director {Senior Vice President (SVP) equivalent}
Apr. 2017 - Apr. 2025Dallas, Texas, United StatesStrategic initiatives:
• Led all aspects of paid media planning, analytics, and execution with budgets ranging from $300M to $600M annually.
• Initiatives included new car model launches, electrification, certified used vehicles, parts and service, accessories, and ecommerce, all being multi-channel marketing based. • Oversaw approximately 20 campaigns annually, with objectives ranging from brand awareness to lowest funnel.
• Contributing member of media team that executed three GTM media planning approaches to campaigns: 1) Competitive landscape SOV-led 2) Data-driven 3) Community-based audiences
• Directed media monitoring and performance reporting efforts, data analysis and delivering actionable insights to clients, ensuring KPI alignment with business objectives, building trust and achieving measurable success, all while using AI to help identify insights and trends. • Fostered collaboration, build relationships and thought leadership internally, focusing on innovation and emerging technologies; as well as built relationships across analytics, sponsorship, paid and earned media, creative, and PR teams. • As annual media planning lead, prioritized high, midrange and low media spend levels for each initiative while endeavoring to maximize the number of campaigns afforded, utilizing both syndicated resources and client MMM.
• Main planning lead contributing to new business wins: Sierra Nevada & Kopiko coffee candy.
• Participant in two media task forces impacting daily business: third party cookie deprecation & AI assimilation. Experience using over 20 AI platforms in daily work, from SEO management to analytics. Operational excellence:
• Oversee budget management from reporting to invoice clearing, earning praise from Toyota Finance.
• Worked as the media lead for annual scope of work forecasting for a department of over 70, including resource allocation to stay on top of evolving media consumption patterns.
Saatchi & Saatchi (We Are Saatchi)Media Director
Apr. 2017 - Jan. 2020Dallas, Texas
GTBDigital Communications Manager
Oct. 2014 - Apr. 2017Dallas/Fort Worth Area• Research and recommend performance digital strategies including search, social, programmatic, geofencing and awareness, in-market, parts and service as well as CPO buys; including intent and conquest tactics, desktop and mobile, display and video; targeting general market and Hispanic audiences.
• Perform constant analysis of performance reports, working with digital vendors to exceed stringent KBA benchmarks set by Ford, while still maintaining brand-safe, bot-free campaigns that also maximize viewability. • Manage all aspects of digital campaigns from start to finish, including RFP, rate negotiation, calculating ad serving, sending insertion orders, ensuring creative availability, prelaunch quality assurance, ensuring all placements are delivering correctly, monitoring campaign delivery, making creative optimizations, to post campaign reporting and invoice reconciliation. • Present monthly digital scorecards to internal agency and local dealer groups, providing rationale if inefficiency climbs, as well as optimization recommendations for video and mobile which tend to be less efficient than display. • Test emerging technologies such as mobile app scan targeting, creative retargeting, conquest search retargeting as well as conquest keyword search on YouTube.
• Oversee Ford search and conquest search campaigns, working hand in hand with search planners to funnel money to monthly focus brand and conquest vehicles.
• Constantly testing new vendors, digital technologies and creative sizes for optimum results in driving traffic to Ford’s Tier 2 sites. • Analyze and present results of digital tactics purchased nationally such as retention, retargeting, 3rd party sponsorships and paid search.
Zimmerman AdvertisingVP, Group Media Director
Jun. 1998 - Oct. 2014Nissan Tier 2 and Carfax Lead a team of 21 media planners in five offices through entire annual media planning process from objective formulation to post buy analysis. Present media recommendations to Nissan corporate clients for approval. Primary responsibilities include:
• Digital media lead to all Nissan local market planners, negotiate all vendor annual CPMs centrally for 200+ DMAs for both General Market and Hispanic streaming media. • Executed digital campaigns include broadcast network FEP, ConnectedTV, PreRoll targeting based on TV viewership, local and national ad network, local news sites, streaming audio and video. • Negotiate and optimize impression delivery for national and local digital campaigns. Coordinate RFP process. Lead awareness tactics analytics reporting for local market digital, using DFA. • Lead network television planner for Carfax and Nissan Regional, handling every aspect of network planning, both upfront and scatter markets. Planned national radio sports sponsorships.
• Significant coordination with broadcast buying agency regarding all aspects of media buying, including cost per point formulation, third party audits, local market ratings currency analysis for Hispanic and General Market, multimarket packages, SQAD analyses vs. Dealer rate comparisons, formulating political broadcast window preparation and preemption prevention strategies.
• Nissan Regional KPI lead, quantifying 5% YOY media efficiencies for annual media budget.
• Lead all retail Hispanic planning strategies, including formulating Hispanic media budget allocation formula based on DMA Polk and Nielsen Hispanic data.
• Lead Project Manager for many ad hoc client requests, including Certified Pre-Owned, Military and College Graduate initiatives as well as for multi-market, multi-media packages to ensure efficiency, added value and to mitigate broadcast preemptibility during political election windows.
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