Anaheim, California, United States
Ad agency experience coupled with an extensive amount of knowledge in all areas of marketing. Paid media strategy specialist with 10+ years of management experience as well as planning, placing and managing of all forms of advertising on national and local levels. Have created successful marketing campaigns in a wide range of categories including events, theatre & attractions, online retail, CPGs, nutraceuticals, non-profit, and automotive.
Strategized and managed all US paid advertising for complete vehicle line-up, both Lifestyle and In-Market media programs. Developed and maintained media campaigns supporting accolades such as MotorTrend SUV of the year, new and concept car introductions at events including LA Auto Show, Genesis Invitational and Pebble Beach Concours D ’Elegance, go-to-market plans launching all three of the brands first EVs with national and regional media support. Managed communications with ad agency, monitoring all advertising and results to ensure all media runs properly and achieves projected goals. Initiated deep diving efforts with In-Market agency team, monitoring all media costs using CPA benchmarks, national daily sales data, and CRM/3rd-party data, employing custom audiences when relevant to improve media efficiency. Tactics include Paid Search, Programmatic, Paid Social/YouTube, and Auto Endemics. Collaborated with internal departments to support all company initiatives including Social, Experiential (Genesis Invitational and other events), Brand, CRM and dot.com teams, as well as Tier 2 and Tier 3 efforts.
Development and execution of media plans designed to achieve a variety of client goals, including drive memberships, ticket sales performance, attendance lifts, branding initiatives, product launches, customer retention. Creative and innovative media planning, working with existing data from previous campaigns and market research to set and achieve definable campaign goals in relation to client KPIs. Collaborated with all agency teams to employ IMC marketing efforts, using all forms of marketing communications together to strengthen the impact of campaigns.
FULL-SERVICE AD AGENCY APPROACH. Responsible for the strategy, planning and buying for the Anaheim Ducks hockey team, as well as events including family shows and concerts. Used all forms of media: digital, broadcast and cable TV, terrestrial and streaming radio, all outdoor including malls, grassroots, print. MARKETING STRATEGY. Worked directly with promoters, marketing directors of national tours to achieve maximum ticket sales revenue. Experience working with Ticketmaster, Goldstar, Travelzoo and other 3rd-party ticket sales vendors. DATA/RESEARCH DRIVEN TACTICS. Daily tracking of event sales comparing on-sale and maintenance period results with historic results to react and improve sluggish sales. SOCIAL MEDIA INITIATOR. Started the Anaheim Ducks and venue Facebook page. Pushed internally for early adoption of social media as a tool to promote events. Managed social media teams through creation and activation of promotions for all events. NEGOTIATOR. Evaluated all paid marketing opportunities pitched by various outside vendors including text messaging platforms, email service programs, high-impact media projects for Ducks season seat sales, in-game entertainment opportunities. ADVERTISING/PRODUCTION SUPERVISION. Brought advertising agency experience into the event marketing domain, effectively planning, and placing all paid media, trade, and bartering. Coordinated all ad creation with both marketing departments – Ducks and facility teams. Supervised two interactive agencies for Anaheim Ducks SEM and programmatic ad production and placement. EVENT MANAGEMENT & MARKETING. Collaborated with all arena departments to service various events including sponsorship, public relations, box office and sales, building operations (and hockey ops), entertainment, and community relations. Extended my role from paid advertising specialist to event marketer improving skills in creative direction, PR timing, sponsorship and third-party integration, promotions.
Managed all media for the Overstock.com account using a “recency” advertising strategy. Planned, negotiated, and placed national cable, network broadcast and national syndication as annuals, based on CPM goals and MRI research. Introduced syndication to the firm, opening an untapped channel of income for the agency. Led national syndication for all agency clients including Priceline.com, eHarmony.com, Gamefly.com and FreeCreditReport.com.
Bought national cable and broadcast TV for multiple clients. Bought with both general and DR based goals, looking at MER's, CPP and CPM goals, across all US markets.