Los Angeles, California, United States
As a Media & Marketing leader, I specialize in integrated campaign development, strategic communications, and customer strategy. My approach is grounded in servant leadership — empowering teams, aligning cross-functional stakeholders, and ensuring that every campaign delivers maximum impact. Throughout my career, I have: • Spearheaded a major video and digital media mix shift, boosting efficiency and driving stronger campaign outcomes. • Strengthened customer loyalty program development, exceeding enrollment targets by 20% and expanding digital customer bases. • Developed first-to-market media integrations and product placements, including partnerships with Marvel, Amazon Prime Now, and Netflix. • Supported award-winning launches, including Academy Awards-nominated films and Cannes Grand Prix–winning campaigns. • Elevated team members through mentorship and servant leadership, cultivating an environment of trust and growth. • Managed national campaigns across diverse industries, including automotive, QSR, and entertainment, balancing creativity with analytics-driven insights. I work to blend creativity and data through a collaborative approach to deliver success. I’m looking forward to connecting with leaders and peers who share the same values and passions for people-first approaches. Let’s connect!
I managed integrated Paid Media strategy for Taco Bell U.S., driving innovation across campaign development, customer strategy, and media mix optimization. My role prioritized aligning internal stakeholders and agency partners through clear communication, measurable planning, and a focus on scalable growth. • Executed annual portfolio of 40+ paid media campaigns, harmonizing strategic integration across brand, product, social, PR, analytics, and creative functions. • Designed and executed customer-first media strategies that delivered Taco Bell’s strongest quarter in two years, generating positive same-store sales growth in a down market. • Introduced process improvements across campaign workflows, increasing accuracy and streamlining communication. • Developed and led Video Upfront strategies for 2023–2026, improving media allocation efficiency and expanding digital share. • Facilitated strategic workshops and consultation sessions, enabling cross-functional teams to align on campaign priorities and reduce delays. • Built, mentored, and motivated a high-performing media team, cultivating servant leadership principles and collaborative culture.
FOCUS FEATURES Oversaw integrated media strategy for Focus Features, guiding teams through complex releases that required both creative sensitivity and operational rigor. Known for building clear planning frameworks that allowed teams to move quickly without sacrificing strategic depth. • Led a cross-functional strategy team of 18 responsible for all theatrical and PVOD media planning. • Established consistent communications planning and review processes, improving clarity, alignment, and execution across campaigns. • Served as account lead for client presentations, translating audience insights and competitive dynamics into actionable, multi-platform strategies. • Coordinated planning teams to deliver #1 box office openings despite budget constraints, demonstrating efficiency and strategic prioritization. • Developed award-focused media strategies that supported multiple Academy Award campaigns, elevating both brand prestige and audience reach. • Adjusted media plans in real time across a wide budget range (niche to high profile), ensuring spend efficiency and performance accountability.
FOCUS FEATURES Led integrated media planning during a period of unprecedented pandemic disruption, guiding teams through new ways of working while maintaining campaign momentum and client confidence. Focused on clear communication, adaptable processes, and alignment among stakeholders to deliver results. • Coordinated and supervised new planning workflows during the COVID shutdown, keeping all campaign deliverables on schedule while prioritizing team morale and collaboration. • Instituted a fully integrated planning approach for Focus Features’ largest release to date, aligning creative, media, and studio teams around a unified strategy. • Directed media planning for Downton Abbey, the studio’s biggest-ever opening weekend and most successful film overall. • Served as a central point of communication between agency teams and studio partners, ensuring clarity amid rapidly evolving market conditions. • Balanced strategic rigor with flexibility, enabling teams to adapt plans in real time without sacrificing performance or execution quality.
FOCUS FEATURES Played a key role in shaping and executing integrated media strategies for all Focus Features releases, translating creative vision into disciplined, performance-driven plans. Known for strong cross-team communication and the ability to manage complex campaigns in competitive environments. • Coordinated and executed integrated media planning for BlacKkKlansman, one of the studio's top 15 all-time highest-grossing film, outperforming expectations during the crowded summer blockbuster season. • Built and led the media recommendation for Won’t You Be My Neighbor?, guiding the campaign to become one of the highest-grossing documentaries of all time. • Partnered closely with studio marketing, creative, and analytics teams to ensure alignment between strategy, messaging, and execution. • Supported campaign optimization through ongoing performance analysis and competitive monitoring. • Helped establish consistent planning practices that improved clarity and efficiency across releases.
HYUNDAI As Associate Director, I led integrated media planning and innovative partnerships that pushed beyond traditional automotive marketing. My role focused on translating brand goals into executable strategies while aligning analytics, creative, and external partners around clear direction. • Led a four-person strategy team delivering integrated Tier 1 media plans for Hyundai’s highest-profile launches. • Drove ongoing optimization in partnership with analytics teams, achieving performance results consistently above planned. • Oversaw high-profile product placements, including a multi-year Marvel deal, managing strategy & connection to business goals, integration elements, and budget stewardship. • Built custom digital content programs that set new category benchmarks, strengthening brand storytelling and engagement. • Launched “Prime Now. Drive Now.”, redefining test-drive access through an innovative Amazon Prime Now partnership. • Recognized with industry awards for innovation and creative media excellence.
HYUNDAI Replanned Hyundaiʼs March 2015 media, leading to Hyundaiʼs best sales event month ever. Managed the strategy team to plan all national Tier 1 media, driving awareness and consideration.