I am a digital advertising expert residing in Los Angeles, CA. Professionally (and personally), I seek to connect people with ideas, constantly exploring the synthesis between culture and the ever-changing media landscape.
Work Experience
EssenceMediacom | January 2022 to December 2022
Director, Media Activation | January 2023 – Present
Associate Director, Media Activation | January 2022 – December 2022
Los Angeles, CA
Universal Pictures programmatic lead and digital center of excellence focused on progressing overall digital strategy, driving digital transformation and re-scaling operations.
- Leads a growing team of 7, managing $70MM+ annual budgets across streaming, video, display, and YouTube
- Cultivates a client/agency taskforce centered on digital evolution and activation strategies Focuses: audience approach & overlap, measurement & verification, inventory optimization & quality, linear and digital relationships, privacy & cookieless, and tech stack
Results:
- Doubled programmatic investment and executions YoY through continued education and successful initiatives
- Extended films’ reach, averaging 30%+ incremental uniques by reinvesting dollars through wholistic media management and consolidation
- Established processes and best practices across portfolio to ensure quality execution, future proofing, and to support the increased scale of operations
- Spearheaded CTV/OTT buying initiatives driving over 35% incremental reach including key partnerships with digital upfronts and linear incrementality
the many | July 2019 to Present
Associate Director, Digital Media | March 2021 – Present
Media Supervisor, Programmatic and Social | April 2019 – Feb 2021
Santa Monica, CA
Brought on to kick start the in-house digital marketing & activation practice.
- Verticals: CPG, Health/Healthtech, Financial Services, eComm
- Created a high functioning, results-oriented team from the ground-up across digital marketing needs including social, programmatic, search, analytics, and data privacy
- Introduced processes and strategic approaches that established consistency and strong performance across the team and portfolio
- Established agency relationships with digital partners across various disciplines
- Grew FinServ client investment by over 118% while driving down incremental acquisition by 86%
- Successfully launched first DTC efforts for Healthtech company with $3MM+ quarterly investment
- Minimized impact and consulted on organization-wide landscape changes included CCPA and iOS14.5+
- Focuses: DR, Brand Awareness, Category Awareness, SoV Growth
rpa | January 2017 to July 2019
Senior Digital Media Specialist | Santa Monica, CA | April 2019 – Present
Digital Media Specialist | Santa Monica, CA | January 2018 – March 2019
- Supervise Digital Media team of 4 on self-serve channels including 58 accounts across Social, Programmatic, and YouTube for 38 clients for the Honda and Acura Dealership Associations
- Collaborate cross-functionally with internal Media Planning, Account and AdOps teams as well as communicated externally with clients regarding recommendations, reporting, ad-hoc requests, education, and overall project management
- Implemented new team structure and more clearly defined roles and responsibilities, all while ensuring attainment of individual and overall team success
- Directly impacted growth of self-serve media budgets including 705% increase in social and 544% in YouTube over a two-year period
- Spearheaded automation of tools and processes as it relates to reporting, daily/weekly pacing, media optimizations, and billing/reconciliation
- Coordinated a revamped tag strategy leveraging non-traditional deployment of pixels resulting in a 68% improvement in CPA and cut reporting time in half
Digital Marketing Coordinator |Santa Monica, CA | January 2017 – December 2017
- Activated and supported self-serve platforms including Facebook, Google Ads (YouTube, Display, Search), DPSs (TheTradeDesk, DV360), and Twitter with tests in Snapchat and Pinterest
- Drove strong direct-resonse, CPA performance in the auto vertical and brand awareness in the gas vertical
- Introduced in-house programmatic display to Honda and Acura Dealership Association launching in 21 markets
- Orchestrated restructuring of audience targeting and objectives across multiple channels garnering 75% CPA improvement in Facebook campaigns, doubling VCRs on YouTube efforts, and advancing display efforts to the top performing tactic in the majority of markets
- Coordinated beta-tests with agency partners including location-based targeting and measurement tests through Facebook and programmatic display vendors
- Redesigned billing, pacing, trafficking and reporting processes reducing required workload by 10X
- Prepared weekly, monthly and quarterly reporting numbers and analysis, POVs and other requests for external and internal distribution
- Conducted intern training and management of day-to-day workload
- Clients Experience: Honda and Acura Dealership Associations, AHM, ARCO
The Richards Group | June 2016 to August 2016
Brand Media Planning Intern |Dallas, TX
- Engaged in weekly digital reporting and optimization for Ruth’s Chris as well as composing larger monthly and quarterly reports for client review
- Developed media proposals for GameStop and negotiated unique offerings with digital vendors
- Generated recommendations and mediated with print publishers across Richards Group clients – Other clients: SMU, National Vision, Scottish Rite Hospital, Andersen Windows, Sea Island Hotel, Biltmore
Broad Street Co. | January 2016 to May 2016
Digital Media Intern | Austin, TX
- Managed digital campaigns for Whole Foods, CORT furniture, Euphoria Music Festival and SharpeVision
- Conducted Google Search and AdWords campaign for Euphoria Music Festival garnering over 1000% return on ad spend
Saatchi & Saatchi X | May 2015 to August 2015
Digital Media Intern | Fayetteville, AR
- Conducted research and developed digital strategies for large CPG brand campaigns
- Assisted with the production and buying of digital placements from client to vendor
- Clients: Proctor & Gamble, Coca-Cola, Hershey’s, Walmart & Sam’s Club
Skills & Software
- Programmatic: TheTradeDesk, Google DV360, Amazon DSP / Advertising Platform Google Ads (Search, Display, YouTube)
- Social: Meta (Facebook) and X (Twitter), with exposure to Pinterest, Linkedin, TikTok and Snapchat
- Supporting Platforms: Google Campaign Manager, Prisma, IAS, MOAT, WhiteOps, Google Tag Manager, BigQuery, Google Analytics
- Software: Google Ads Editor, Microsoft Office (Excel, SharePoint, Word, PowerPoint, Outlook), Google Suite, Adobe Creative Suite (Photoshop, Illustrator, InDesign, Premiere, Lightroom)
- Research Tools: MRI, Nielsons, Simmons, SRDS, Stradegy
- Other: Coding: (HTML, CSS, PHP minor SQL), Analytics, Tracking Tags, Pixel Strategy
Education
The University of Texas at Austin, 2016
- B.S. Advertising | TexasMedia
- B.S. Radio / TV / Film
- Business Foundations Certificate
- UT3D Certificate