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Work Background
Storylines That Stick, Ana Katrina Services LLC.Consultant, Strategic Insights & Messaging
Aug. 2024Austin, Texas, United StatesI help teams clarify what they’re really trying to say—and why it matters. Through research, messaging strategy, and insight storytelling, I turn complexity into clarity and help teams make smarter moves that actually land. Storylines That Stick was born from 14 years of work across media, SaaS, and mission-driven orgs—from launching ad campaigns and customer engagement plans to reframing product messaging and GTM narratives. My clients range from early-stage founders to global CPG brands, and I’ve consulted on everything from donor journeys to brand pivots to executive comms. Services include: Insight sprints & audience analysis Brand voice & messaging development Strategic storytelling for decks, reports, and campaigns Content and lifecycle audits Internal workshops and strategy coaching Available for fractional partnerships or embedded roles in brand, marketing, or strategy orgs.
Public GoodVP, Client Success and Insights
Oct. 2022 - May. 2024Clients: Allstate Foundation, Verizon, REI, Liquid I.V., U.S. Women’s Soccer, Seventh Generation & more Led client strategy and insights delivery for a SaaS platform powering social impact campaigns across top media and nonprofit partners. Oversaw full post-sale engagement—from onboarding to reporting—for purpose-led campaigns featured in national newsrooms and publisher content. Highlights: Developed narrative-driven insights reports using real-time behavioral data, optimizing impact for campaigns supporting disaster relief, voting access, and small business grants Led GTM data strategy for Public Good’s first interactive video product, combining market research, client interviews, A/B testing, and launch materials Guided clients like Verizon and Liquid I.V. on message alignment, customer flows, and audience targeting to maximize performance and conversion Collaborated cross-functionally with product, engineering, and publisher partners to improve customer experience and insight communication Served as a trusted advisor to clients including REI and Seventh Generation, translating purpose metrics into clear, strategic stories
Ziff Davis ShoppingDirector, Media & Strategy Planning
Apr. 2021 - Apr. 2022Austin, Texas Metropolitan AreaClients: Amazon, Etsy, Nike, Toms, Warby Parker, Shutterfly, DoorDash, HelloFresh & more Led campaign planning and media strategy for major ecommerce, retail, and DTC brands across RetailMeNot’s suite of owned channels—app, homepage, blog, email, and social. Served as strategic partner to sales and success teams to align storytelling with seasonal shopper behavior. Highlights: Built and executed integrated media plans for key moments including Back to School, National Cash Back Day, and holiday launches Used performance data and consumer insights to optimize campaigns for conversion, new customer growth, and category lift Partnered with brands like DoorDash and HelloFresh to align messaging with consumer intent and behavior across mobile and desktop placements Created internal GTM frameworks and planning processes to align cross-functional teams across Sales, Marketing, and Operations Advised on positioning and budget allocation for large-scale campaigns with clients like Etsy, Toms, and Nike
RetailMeNot, Inc.Manager, Customer Success Team (Manager of Account Management Group)
Dec. 2018 - Apr. 2021Austin, Texas AreaClients: Amazon, Etsy, Nike, Toms, Warby Parker, Shutterfly, DoorDash, HelloFresh & more Led the national account management and customer success team supporting enterprise ecommerce, DTC, and retail partners. Oversaw campaign strategy, performance reporting, and client growth across post-sale programs. Highlights: Managed a team of Account Managers responsible for retention, expansion, and cross-channel campaign delivery for major brands Launched new planning and reporting processes to help clients better connect promotions to performance outcomes Supported go-to-market strategy for key initiatives including Cash Back Offers and seasonal tentpole campaigns Collaborated with Sales, Marketing, and Product to identify upsell opportunities, performance gaps, and insights that could fuel smarter targeting. Published a Success Series case study library, an audience insights newsletter and created an internal liaison program for efficient cross functional collaboration Drove client success programs that increased partner satisfaction and secured incremental media spend continuously, while meeting quarterly revenue attainment goals
RetailMeNot, Inc.Sr. Account Manager
Jul. 2016 - Dec. 2018Austin, Texas Area📌 Managed 100+ client accounts, working directly with brands, networks & agencies to drive success and exceed client goals. Porfolio included: Amazon, ASOS, Nike, Adidas, e.l.f., Samsung & more. 🤝 Cross-functional collaboration with merchandising, marketing & ad ops teams to execute client requests while ensuring sustainable measurement strategies. 📊 Optimized sales opportunities by logging, activating & analyzing performance to maximize revenue impact. 📈 Generated data-driven insights by compiling & interpreting third-party & internal data, delivering reports & strategic recommendations for partner growth. 💰 Ensured financial accuracy by collaborating with finance & Account Directors on revenue tracking & account receivables. 🚀 Drove upsell opportunities by monitoring optimization campaigns & providing performance-based recommendations.
EnviroMediaIntegrated Media Planner/Buyer
Jul. 2015 - Apr. 2016Austin, Texas AreaDeveloped media strategies for state clients in sustainability and public health. Managed multi-platform campaign execution across digital, social, and traditional media.Applied audience insights to enhance the effectiveness of outreach efforts. 📊 Planned, negotiated & executed traditional & digital media campaigns, optimizing for top-performing outlets within deadlines & KPI goals. 🔍 Conducted market research using Nielsen, Scarborough & MRI to identify high-impact media opportunities aligned with campaign objectives. 🎯 Secured high-value media placements by developing added-value programs, often achieving 1:1 or greater no-cost placements across traditional & digital channels. 🤝 Built & maintained strong vendor relationships, leveraging partnerships for optimal rates & premium placement nationwide. 💰 Ensured precise media reconciliation, managing make-goods, billing & reporting to drive future optimizations. 📝 Supported RFP & new business efforts through research, strategy, formal writing & client presentations for state & government contracts.
UM WorldwideSenior Portfolio Associate (Media Planning)
May. 2012 - Apr. 2015Greater Los Angeles AreaLed marketing strategies for 25+ major motion picture releases, managing 8-figure budgets. Aligned media planning with creative teams to craft high-impact promotional campaigns. Utilized research insights to guide audience targeting and engagement tactics. 🎬 Managed multi-million-dollar media plans for Sony Theatrical Entertainment, optimizing box office revenue for major releases across Columbia, TriStar, Sony Classics & Screen Gems. 📡 Executed integrated media strategies in collaboration with digital, out-of-home & home entertainment teams. 📊 Provided competitive analysis & brand research, delivering data-driven media recommendations to enhance targeting & industry alignment. 💰 Maintained budget accuracy, overseeing weekly spend adjustments & media activity recaps for client reporting. 🎤 Led intern mentorship & final project leadership, guiding scope development & presentation execution. 🌍 Corporate Social Impact: Served as a Free the Children UM LA Ambassador, leading fundraising efforts, organizing a silent auction & participating in a community school-building project in Nairobi.
Mercury MediaAssistant Media Buyer
Oct. 2010 - Apr. 2012Santa Monica, CA📺 Optimized client spending on national & local television markets, maximizing profitability across direct response campaigns. 💸 Defined quarterly client budgets & established success metrics, aligning spending with client goals for optimal performance. 📊 Conducted real-time analysis of results, adjusting media schedules based on client goals and performance metrics. 🤝 Cultivated relationships with TV advertising sales teams across the U.S., Mexico & Venezuela, negotiating favorable quarterly commercial time contracts.
LatinWorks Advertising AgencyMedia Planning Intern
Jan. 2010 - May. 2010Austin, Texas AreaContributed to fundamental preparation for client meetings and pitches Researched media outlets and background on competitors for U by Kotex, Dominoes, HEB Food Stores, Marshalls, St. Edwards University and Texas Lottery Media buying and ad spends software familiar that was utilized in competitive analysis
University of Texas at AustinStudent Supervisor - Hospitality/ TX Union Bldg
Feb. 2008 - May. 2010Austin, Texas AreaRoom reservations Equipment reservations Student group event planning Delivery of campus general information Peer evaluations and testing of peer employees
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