Experience

SENIOR MANAGER, NA MARKETING OF AUDIENCE & MEDIA STRATEGY, WW INTERNATIONAL INC

OCTOBER 2021 - PRESENT

  • Leading the holistic media lead across all paid channels, overseeing communication/audience strategy, channel mix, and tactical execution, partnering with internal/agency vertical channel experts

  • Creating a media strategy for key new growth audiences to expand the current consumer base to include younger and more multicultural subscribers

  • Mapped media strategies to WW segmentation by translating core business audience profile(s) into addressable media targets and understanding media consumption lifestyle

  • Partnered with channel buying leads to define audiences on their respective channel to ensure as uniformity.

  • Collaborating with the internal consumer insights and research team, brand advocacy lead, and media agencies to drive audience-first strategies

  • Budget management across all paid media for forecasting, adjustments and actualizations of plans

DIRECTOR, MEDIA, NOBLE PEOPLE

JANUARY 2021 - SEPTEMBER 2021

Client: WHOOP

  • Establishing a true partnership with key clients by gaining and maintaining a deep understanding of their business needs and issues faced in their growing business

  • Formulating and recommending long-term strategic plans and developing a subsequent measurement plan to ensure results can be properly evaluated

  • Provide recommendations for streamlining processes after monitoring the efficiency and effectiveness of media systems/processes

  • Identify and communicate key media deliverables and builds corresponding internal and external timelines.

PARTNER, INTEGRATED PLANNING, UNIVERSAL MCCANN (J3)

OCTOBER 2019 - JANUARY 2021

Client: Janssen- Pharmaceutical Companies of Johnson & Johnson

  • Managed internal relationships with buying departments, identifying opportunities for efficiencies in working relationships and cross-departmental processes and hand-offs

  • Conducted primary research which generated audience insights that informed strategic recommendations and tactical execution for a new brand indication for both DTC and DTP pharmaceutical campaigns

  • Formulated target audience recommendations and communication strategies that help prioritize our media investment and partnership among the following mediums: National TV, OTT, addressable TV, OOH, POC, social, search, print, etc.

  • Worked closely with cross-functional agency teams to drive strategic thinking

  • Managed teams’ project work and foster and support their career development

DIGITAL ASSOCIATE DIRECTOR, MINDSHARE

MARCH 2018 - OCTOBER 2019

Clients: Cotton Incorporated, Forevermark, and MovieStarPlanet

  • Managed the development and execution of media recommendations including strategic insights, tactical recommendations, and online and offline measurement plans for performance evaluation

  • Ideated, coordinated, presented, and implemented new campaign launches across digital through display, custom content, sponsorships, video, and programmatic

  • Cultivated strong relationships with senior-level clients, other AOR and internal Mindshare departments including print, analytics, research/insights, and social teams

  • Acted as the project manager for full-funnel DCO campaign programmatic and direct partners

  • Managed team of 4+ (supervisors, planners and assistants)

MEDIA SUPERVISOR, MINDSHARE

JULY 2016 - MARCH 2018

Clients: Cotton Incorporated, Forevermark, MovieStarPlanet, and TGI Fridays

  • Created new partner media briefs based on client business brief to ensure plan developed resonated with client’s target and adhered to overarching strategies and marketing objectives

  • Served as key point of contact for publishers, creative agency and clients to ensure bespoke and compelling media partnerships

  • Proactively pursued testing new partners, tactics, and initiatives

  • Selected appropriate media channels for campaigns working with print, digital, TV, radio, OOH, and Cinema

MEDIA PLANNER, MINDSHARE

JULY 2014 - JULY 2016

Clients: Jaguar (National), Multicultural (Boehringer Ingelheim, ampm)

  • Managed the overall Jaguar US National media budget annually estimated at $100MM

  • Built key consumer profiles which eventually lead to model level targeting

Awards

2020 imPART Women’s Fellow

The ACNY Fellowship is a year-long executive and leadership training program designed specifically for mid-level rising stars. This program, now in its fifth year, has proven to positively impact the lives and careers of the women who have participated, as evidenced in Katie Richards’ ADWEEK article about the Fellows.