Sales Manager

Title:Lori Williams

**************@*****.***

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Name: Lori Williams

Address:

City: Acton

State: MA

Zip/Postal Code: 01720

Country:

E-mail: **************@*****.***

Primary Phone:

Background

Most Recent Job Title: Group Media Director

Most Recent Employer: Hill Holliday

Career Level: Manager, Director Level

Availability or Timeframe: Immediately

Authorized to work in the US: Yes

Security Clearance:

Do you have transportation: Yes

Over 18: Yes

Education: Bachelors

Languages Spoken:

Job Preferences

Desired Salary: Open

Willing to Relocate: United States

Desired Job Titles: Media Director

Media Manager

Marketing Director

Desired Job Types: Employee

Work Status: Full Time

Desired Shifts:

Desired Travel: 10%

Category: Advertising/PR, Marketing, Media/Publishing

Company Size:

Company Type:

Industry:

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Copyright c 1997- Lee Hecht Harrison, Inc.

Lori Williams

57 Drummer Road

Acton, MA 01720

**************@*****.***

H: 978-***-****

M: 978-***-****

http://www.linkedin.com/in/loriwilliams57

Connections alone are not enough; it's what you do with them that counts.

SUMMARY

Accomplished media marketing strategist with demonstrated success in leveraging consumer

insights to extract the greatest value from media investments and increase ROI through

improved awareness, traffic and sales. Corporate and agency experience; advancing through

roles of increased responsibility. Fiscal accountability for budgets up to $100 million,

with oversight of multiple agency relationships and direct reports. Core competencies:

Innovative, Integrated Solutions Cross-Functional Collaboration Traditional, Digital,

Emerging & Social Media Client Satisfaction & Retention Targeting and Media Mix

Optimization Team Leadership & Development Meeting/Exceeding Metrics Media Cost Savings &

Enhanced Value Add

Category Experience: Automotive, Banking/Finance, Beverage/Liquor, B2B, Consumer

Products, Direct Response, Healthcare, Insurance, Luxury Goods, Media/E-commerce,

Restaurant/Hospitality, Retail

EXPERIENCE

HILL HOLLIDAY, BOSTON, MA JAN 2010MAY 2010Group Media Director

(temporary freelance assignment)

Accounts: CVS Pharmacy, Jarden Corporation, Harvard Pilgrim Health Care

Supervised media channel strategy development incorporating traditional mass media,

online display, social media and branded entertainment into comprehensive, integrated

campaigns.

Leveraged consumer insights to develop target profiles and strategic direction for new

campaign launches.

Analyzed markets for media support based on media efficiencies, population distributions,

projected value of new customer conversions and competitive activity.

BOSE CORPORATION, FRAMINGHAM, MA 2006-2009Manager, Media Services

Managed annual media budget of $100M+ overseeing all U.S. offline and online media

expenditures.

Translated business objectives into strategic initiatives for direct and retail product

groups.

Leveraged sales, Voice of Customer surveys, tracking studies and syndicated data to craft

strategies, construct target profiles and measure ROI.

Provided thought-leadership to U.S. and international sales and marketing teams on media

trends.

Managed multiple agency relationships, conducted agency reviews and negotiated annual

contracts.

Supervised staff of 12.

Accomplishments:

Delivered a 9% YOY savings in media expenditures and increased value of investment 35%.

Raised awareness 57% for SoundDock in select markets and increased sales by 50%.

Increased online CTR and conversion through use of behavioral and retargeting strategies.

Developed process for evaluating the ROI of promotions based on industry best practices.

Achieved a 48% increase in awareness and 25% lift in sales among women in targeted

effort.

Implemented guerilla marketing and OOH efforts to raise retail awareness and traffic

levels.

Received multiple recognitions including Vice President s Award for Cost Reduction.

LORI WILLIAMS RESUME PAGE 2

PRO MEDIA, INC

. NATICK, MA 1999-2006

SVP,

GROUP ACCOUNT DIRECTOR (2002-2006)

Accounts: Advance Internet, Brooks Pharmacy, Harvey Windows, Hearts on Fire Diamonds,

Kronos, Lahey Clinic, Landry s Restaurant Group, Liberty Mutual Insurance, Yankee Candle

Provided strategic oversight, fostered client relationships, negotiated compensation

contracts.

Collaborated with creative partners to synergistically meet client objectives.

Provided insight into media trends and competitive activity directly impacting client

business.

Accomplishments:

Pitched, won and grew Advance Internet business from one-time project to $10M account.

Delivered a 32% increase in unique users for Cleveland.com with traffic-driving campaign.

Implemented start-up of successful 35-market co-op program for Hearts on Fire Diamonds.

Pioneered use of behavioral target profiling for Yankee Candle to optimize plan

effectiveness.

VP, DIRECTOR OF PLANNING

(1999-2002)

Accounts: ATG, Blue Cross Blue Shield MA, BJ s Wholesale Clubs, Hood Dairy, Homegoods,

Staples

Led strategic planning for client base of $250M media buying service, ensuring all plans

delivered against client goals and agency standards of excellence.

Directly planned $90M in network TV and cable expenditures for Staples.

Managed staff of 12.

Accomplishments:

Established planning function; creating new department, outlining processes and staffing

plans.

Formulated strategy that generated record-high subscriber enrollment levels for BCBSMA.

Developed agency planning tools: BehaviorPro"! target profiler and ProTRAC"! TV rating

point optimizer.

Secured 10% savings in research budget by eliminating redundant resources.

MULLEN ADVERTISING, WENHAM MA 1991-1999

ASSOCIATE MEDIA DIRECTOR

(1997-1999)

Accounts: Sci-Fi Channel, Swiss Army Brands, DiSarrono Amaretto, Goldschlager

Achieved record-setting ratings for Sci-Fi Channel through innovative target profiling

and tactical execution.

MEDIA SUPERVISOR

(1995-1997)

Accounts: BankBoston, General Motors, Stanley Tools, Veryfine Fruit Juice

Leveraged barter arrangement to provide 100% of media support for launch of Veryfine

Juice Ups

Received national recognition as one of Top 100 Media Planners

MEDIA PLANNER/SENIOR PLANNER

(1991-1995)

Accounts: Colgate, Digital Equipment Corporation, EMC, Eastern Bank, Reebok Golf, Tufts

Health Plan

Exceeded launch goals for Colgate Platinum Whitening Toothpaste using trial-stimulating

strategy.

EDUCATION

B.A

. Advertising, Michigan State University

PROFESSIONAL TOOLS

MRI, Simmons, Scarborough, Nielsen, Arbitron, TNS, MS Office (Word, Excel, PowerPoint,

Explorer)

PROFESSIONAL AFFILIATIONS

American Marketing Association Ad Club Boston

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