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Work Background
DonerDirector, Media Planning & Strategy
Dec. 2024Southfield, Michigan, United States
SMZ AdvertisingVP, Director of Integrated Media
Jan. 2024 - Oct. 2024Troy, MI
BarkleyDirector, Media Planning
Dec. 2021 - Jan. 2024Remote
BarkleyDirector, Media Planning
Dec. 2021 - Jan. 2024
BERLINEVice President, Media Director
Oct. 2019 - Dec. 2021Royal Oak, Michigan
The Mars AgencyDirector, Media Strategy
Apr. 2019 - Oct. 2019Southfield, Michigan
Blue 449Freelance Media Buyer
Jan. 2019 - Apr. 2019Greater Detroit Area
Carat USAAssociate Media Director, Freelance
Sep. 2018 - Dec. 2018Detroit-Assist in the development of 2019 local market media plans for over 40 markets
-Ensure strategic direction is applied to all media plans
-Execute set up of all elements of media plans, including all mediums
The Money Source Inc.Integrated Media Director
Nov. 2017 - Jun. 2018Birmingham, MI• Director of all Paid, Owned and Earned media for all Wholesale, B2B and B2C audiences • Created 1:1 strategic communications plan to maximize brand building effectiveness, drive consumer engagement and maximize leads
• Created and implemented all marketing, advertising and public relations plans including analytics measurement and ROI tracking tools
• Managed relationship with internal marketing and creative agency teams
• Managed multimillion dollar media budget to drive the highest consumer acquisition and engagement and ROI
• Developed and managed digital programmatic model, monitored campaign delivery and optimized performance against client goals
• Implemented best practices to drive media effectiveness through media mix modeling and attribution
• Developed KPIs including website tagging, conversion rates, CPL/CPC benchmarks • Created unique and impactful media strategies and tactics that align with B2B and B2C objectives and consumer insights with a focus on digital and social media implementation
• Developed new media strategies, analyzed weekly reports on ROI and direct response results
• Created monthly CPL analysis to determine performance to optimize subsequent schedules
• Used data intelligence to drive engagement and increased clicks to web site by 52% during launch • Optimized customer acquisition, retention and reactivation using Google Analytics insights
• Initiated Google AdWords "A/B split tests" resulting in a 15% increase in SEO activity
• Responsible for new media initiatives leading to rollouts that led to +10% mortgage loan submissions
• Managed a team of media and marketing professionals
UniworldMedia Account Director
Aug. 2016 - Nov. 2017Dearborn, MI• Director of media planning and buying targeting the African American audience for the Ford and Lincoln Brands
• Including all media types – digital, social and traditional
• Created unique and impactful media strategies and tactics that align with Brand objectives and consumer insights with a focus on digital and social media implementation
• Created and managed digital buying process including implementation of proprietary programmatic buying platform • Developed and managed key partnerships and branded content including media integrations and events
• Managed target research, consumer insight development and implementation
• Consulted and interacted with Ford and Lincoln Brand Managers daily regarding key media and marketing strategic initiatives
• Interfaced with account and creative teams to analyze consumer research used to develop brand strategies. Provided media and marketing insights to aid in the development of creative strategies
• Developed and analyzed digital metrics for optimization on a regular cadence including management of programmatic buying process
• Manage team of four professionals in all aspects of media planning and career development
Universal McCannVP, Associate Media Director
Feb. 2010 - Aug. 2016• Associate Director of New Business (2/16 – 7/16)
• Develop strategic media strategies for New Business pitches • Present media strategies as part of the New Business team during pitches
• Director of all media planning and investments for RAM Trucks (2/10 – 2/16) • Responsible for all media types – digital, social and traditional
• Developed and managed key brand partnerships and branded content programs • Yahoo, Rolling Stone, The Weather Company, Academy of Country Music
• Consult with clients daily on all aspects of the media and marketing business • Develop unique and impactful media strategies and plans that align with brand objectives and insights
• Deploy unique implementation strategies for cross platform media programs
• Interface with account and creative teams to analyze consumer research used to develop brand strategies. Provide media and marketing insights to aid in the development of creative strategies
• Manage team of five professionals in all aspects of market planning and career development
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