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Work Background
CoinstarDirector of Marketing
Apr. 2022United States
goBRANDgo!Vice President of Strategy
Jan. 2017 - Apr. 2022Greater St. Louis Area
HughesLeahyKarlovicChief Knowledge Officer
Jan. 2010 - Jan. 2017Greater St. Louis AreaResponsible for building & leading 4 areas of the agency - Media, Research, Analytics, & Content. Main responsibilities include media and content strategy, primary and secondary research structure and guidance, business intelligence and dashboard creation, and evaluation and creation of agency workflow systems and processes. • Completed full rollout of BI platform, integrating 1st & 3rd party data to measure success and identify areas of opportunity for account and agency growth
• Provided the vision and built the agency content newsroom from the ground up within 6 months, staffing a team of 12 & implementing processes, procedures & training teams to work together.
• Collaborate & lead internal teams to optimize internal processes and select systems for agency as the landscape of offerings to clients changes.
• Structure primary research with Director of Research & Analytics. Types of research include online surveys, phone interviews, focus groups, & website usability. Areas of focus include testing campaign concepts, branding & identity work, as well as understanding media consumption & target audience reasoning.
• Successfully increased agency revenue in all areas - creative, analytics, media, content, development and strategy - across all accounts via demonstrating both success & failure through BI dashboards and consistent gap analysis.
• Successfully implemented an integrated program that resulted in a decrease in a client's cost per lead by 86% in only 3 months. Additional: Basic HTML & SQL programming, Google Analytics, Webtrends, Pointroll, DCM, ComScore, MRI, Nielsen, Sysomos, NetBase, Brandwatch, Falcon Social, Sprinklr, Percolate, SiSense, Zoho Reports, SEO, MOZ, Followerwonk, PPC, DSP, DCO, Microsoft Office, App / Website Development, Focus Group Moderation, Online Survey Implementation, Usability Testing, Persona Management
HughesLeahyKarlovicDirector of Behavioral Planning & Strategy
Apr. 2009 - Dec. 2010Greater St. Louis AreaResponsible for influencing the overall strategic development for all clients, including new business proposals. Work directly with all arms of the agency (strategy, brand management, creative, media, public relations, technology, production, and new business) to give them consumer, trend, and industry insights. Responsible for evaluating media buys and creative executions to determine if they are in line with the research. • Developed strategy for a million dollar campaign for consumer client that included creative development and media planning/buying of television, free-standing inserts, and sales DVD kit. Directed technology team in search engine marketing, banner ad development and placement, microsite development content building through blogging and message boards. The resulting campaign increased YOY sales by 41% in the 2nd Quarter.
• Manage multiple research services such as Nielsen, MRI, Media Audit, SRDS, TV DataTrak as well as innovative new services such as Iconoculture, which concentrates on observable consumer trend information.
• Primary contact between MAGNET global agency partners for the agency when pertaining to strategy, audience research, and technology.
• Implemented electronic signature and contract management system, resulting in a decrease of time spent by entire agency on the management of accepted orders and pricing.
HughesDirector of Intelligence & Insights
Feb. 2007 - Apr. 2009Greater St. Louis AreaResponsible for influencing the overall strategic development for all clients, including new business proposals. Work directly with all arms of the agency (strategy, brand management, creative, media, public relations, technology, production, and new business) to give them consumer, trend, and industry insights. Responsible for evaluating media buys and creative executions to determine if they are in line with the research. • Developed strategy for a million dollar campaign for consumer client that included creative development and media planning/buying of television, free-standing inserts, and sales DVD kit. Directed technology team in search engine marketing, banner ad development and placement, microsite development content building through blogging and message boards. The resulting campaign increased YOY sales by 41% in the 2nd Quarter.
• Manage multiple research services such as Nielsen, MRI, Media Audit, SRDS, TV DataTrak as well as innovative new services such as Iconoculture, which concentrates on observable consumer trend information.
• Primary contact between MAGNET global agency partners for the agency when pertaining to strategy, audience research, and technology.
• Implemented electronic signature and contract management system, resulting in a decrease of time spent by entire agency on the management of accepted orders and pricing.
HughesBrand Manager
Sep. 2002 - Nov. 2007Greater St. Louis AreaResponsible for brand management on three major agency accounts – Solutia Wear-Dated carpet fiber, Masterchem Industries KILZ brand, and Swanstone. Prepared timelines, project guidelines, creative briefs, gave media direction, and maintained budget/estimate approvals. • Developed sales representative binder for easy ordering of point-of-purchase, trade show, and consumer show materials resulting in increased ordering of materials, better distribution management structure for client warehouse, and increased placements within stores.
• Managed Swanstone showroom POP project resulting in increased placements in dealers where previous designs made of cardboard standup materials were constantly being removed by showroom personnel.
• Strategy arm of the brand management team on Masterchem/KILZ. Responsible for developing brand contact briefs for KILZ Primer, KILZ Casual Colors, and KILZ Hammerite, plus 9 new products being introduced in 2006.
HughesMedia Planner/Buyer
May. 2001 - Sep. 2006Greater St. Louis AreaResponsible for the overall media strategic direction on several consumer and business-to-business accounts. Responsible for national publications, newspaper, radio, interactive, and ambient/new media planning and buying. • Continually negotiated media value worth over 4 times the actual dollars spent for campaign
• Created a new process for planning and buying multiple newspapers in multiple markets resulting in a 30% increase in profit
• Implemented internal commission structure charts to increase accuracy of calculations for billing and future new business contracts
• Developed standardized presentation format on flowcharts and documents, ultimately increasing production revenue
• Trained Director of Media Services and Associate Media Director on negotiating tactics for national magazines, Microsoft Excel, Microsoft PowerPoint, and MRI.
• Nurtured relationships with media representatives resulting in new business leads and access to research
HughesMedia Coordinator
Aug. 2000 - May. 2001Greater St. Louis AreaResponsible for media planning and buying on smaller accounts and assisting Associate Media Director on broadcasting buying as well as other media planners with various activities. • Checked broadcast contracts for accuracy
• Faxed and filed media orders
• Inputted media orders into AMS and SmartPlus Software systems
• Resolved media discrepancies and approved make-goods
• Prepared flowcharts, RFPs and documents for media staff and presentations
• Trained media planners and buyers on Microsoft Excel advanced features
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