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Work Background
Lopez Negrete CommunicationsMedia Strategist
Jul. 2023 - Feb. 2025Los Angeles Metropolitan AreaHispanic Segment Media Strategy - Hyundai Motors of America
Walton IsaacsonVice President Group Media Director
Jul. 2020 - Jul. 2023Culver City, California, United States
Walton IsaacsonMedia Director
Mar. 2019 - Jul. 2020Culver City, California
Acento AdvertisingPartner, Chief Integration Officer
Mar. 2000 - Nov. 2018Los Angeles• Oversaw all media strategy development and implementation.
• Targeted both offline and online consumers by designing multi-pronged and comprehensive marketing strategies.
• Coordinated the launch of media campaigns with marketing, communications, and sales departments.
• Hired and managed external Buying Services for workload overflow (Digital, Outdoor, Print).
• Implemented media processes and analytics to maximize campaign performance while maintaining agency efficiency.
• Researched and implemented technology to plan, buy, track and report on all media campaigns.
• Conducted in-depth target audience and segmentation research to uncover priority targets’ volume, Media consumption habits and content affinity.
• Analyzed campaign response (Sales, Store traffic, Calls, transactions, website traffic) using a variety of attribution tools and techniques to track KPIs.
• Determined the optimal media channel mix and the resources to be allocated to each.
• Supervised all buying strategies/tactics.
• Drafted post-event evaluations, compiled results and recommended optimizations for future campaigns.
• Managed over 16 employees in the Media, Traffic and IT departments.
• Managed Network Upfront and local negotiations to obtain the most competitive rates.
• Established departmental policies, yearly objectives and areas of opportunity.
• Analyzed business developments and monitored market/industry trends.
• Cultivated and managed relationships with key clients, vendors and community partners.
• Leveraged professional relationships to develop new business opportunities.
La Agencia de OrciAssociate Media Director
Jan. 1998 - Jan. 2000• Oversaw all media strategy development and implementation
• Targeted both offline and online consumers by designing multi-pronged and comprehensive marketing strategies
• Coordinated the launch of media campaigns with marketing, communications, and sales departments.
• Managed external Buying Services for workload overflow (Digital, Outdoor, Print).
• Researched and implemented technology to plan, buy, track and report on all media campaigns.
• Conducted in-depth target audience and segmentation research to uncover priority targets’ volume, Media consumption habits and content affinity.
• Analyzed campaign response (Sales, Store traffic, Calls, transactions, website traffic) using a variety of attribution tools and techniques to track KPIs.
• Determined the optimal media channel mix and the resources to be allocated to each.
• Supervised all buying strategies/tactics.
• Drafted post-event evaluations, compiled results and recommended optimizations for future campaigns.
• Managed Network Upfront and local negotiations to obtain the most competitive rates.
• Analyzed business developments and monitored market/industry trends.
• Cultivated and managed relationships with key clients, vendors and community partners.
• Leveraged professional relationships to develop new business opportunities.
La Agencia de OrciMedia Planning Supervisor
May. 1995 - Feb. 1998
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