Account Executive Assistant

Alena Malloy

**** *. ********** ***, *** I, Los Angeles, CA 90066

***********@*****.*** 818-***-****

Career Summary:

Senior level media professional with in-depth experience in the Tune-In, Hispanic, Direct Response, and Financial categories who increased

key metrics across each category for clients with creative, strategic media recommendations within client parameters.

Professional Experiences:

KSL Media Los Angeles, VP, Account Director 05/12 – 09/13

• Empower and lead the planning team to develop innovative media plans

o Mercury resulted in 60% YOY lift in leads

• Create strategic digital plans with blends of direct response and branded elements

o Effectively doubled Mercury’s ad awareness (Brand Index)

• Generate strategic analysis and optimizations for direct response clients

• Develop client relationships and manage expectations with internal timelines

• Collaborate with assorted departments for new business opportunities

• Manage administrative responsibilities for all team members

Clients: Sizzler, Newegg, Mercury, and City National Bank

Horizon Media, Inc Los Angeles, Media Planning Supervisor 10/06 – 05/12

• Develop overarching communication strategies as the foundation per campaign, particularly for tune-in

o Includes audience/consumer target development, media platform creation, and budget level allocations

o Telemundo resulted in YOY monthly ratings growth for 36 months

• Seek out relevant and applicable research that maximizes media spend

• Mentor the media planner and assistant planner as they create media plans

• Organize and teach key syndicated and proprietary tools courses

• Oversee Account Executive in buy recaps, billing and other account duties

Clients: Telemundo, mun2, The Weather Channel, Shasta, Forest Lawn and Sundance

InterMedia Advertising/SMGDirect Los Angeles, Media Planner 05/02 –10/06

Create and implement local market media plans utilizing general market and direct response tools

Monitor, evaluate and optimize the plan for efficiencies

o Decreased CPC year over year

Assist with media plans and DR analysis for national media

Oversee DR tracking system input and analysis

Issue CMR competitive reports as requested by client

Clients: ditech.com, CalDirect Home Loans

Initiative Media Los Angeles, Account Coordinator 8/00-5/02

Assisted in rate negotiation, media analysis and research

Implemented the media plan via Donovan and LA400

Assistant to key media officer at the agency

Clients: Winchell’s Donuts, Los Angeles Police Department Recruitment, Disney Channel

Technology Experience:

Microsoft Office: Microsoft Windows, Word, Powerpoint, MapPoint, Excel, Macintosh/OS Experience, Photoshop

Media Tools: Donovan, LA400, CORE, IMS/Clear Decisions, TNS/CMR/Stradegy, Ad*Views, SQAD, Compose, SBMS, NPower,

StrataView, PCensus

Education:

University of California Santa Barbara

Bachelor of Arts in Communication, Honors

References: References available upon request

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