Management Project

Christian Eddleston

*** ***** ***, **********, *** Jersey, 07748

Home : 732-***-**** Cell : 646-***-**** ***********@*****.***

Development and Project Professional

Repeatedly produced solutions to increase efficiencies in advertising, media and marketing.

Extensive background in international and multicultural environments

Proven achievements in business management and project delivery

Senior level executive with demonstrable experience in achieving client facing solutions to win, retain

and grow client accounts. Proven track record in analyzing and understanding business opportunities,

understanding technology and bringing together highly talented teams. Extensive experience with

complex analytical, mathematical and workflow systems. Deep understanding of key business drivers and

measures. Demonstrable experience in a start up environment – successfully creating and building a

scalable strategic business unit as well as driving a startup software company.

Operations Management Business Growth Staff Development Business Process Implementation

Budgeting/Planning Change Management Client Facing New Business Development Strong

Analytical thinker Attention to Detail Project Management Financial management Agile

Selected Achievements and Highlights

Reduced 3rd party development and maintenance costs, moving application development in

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house for more than 50% of existing annual cost.

Implemented an application and workflow to streamline media planning and buying

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internationally, reducing the need for double data entry and rework, enabling cross campaign

and country analysis. This allowed for tighter budget control and faster tactical marketing.

- Managed Direct Response clients campaigns to increase both client response efficiency and

through tactical management increased the efficiency of media spend cross all channels.

- Increased profitability and value added to client assignments through offering additional non-

traditional services, effective management of planning processes and enabling full transparency

between agency and clients.

Employment History

Freelance Project and Operations Director, August 2010 to Present

Change - Managed digital media production and trafficking for a client side

Management inhouse advertising group, including production, planning and buying

- Lead the redesign and redevelopment of a large Enterprise public site

launch

- Facilitation of the digital presence for a large financial services

organization working from the PR agency perspective

- Working in an operations role for ColSpace Corporation a startup

software company, facilitated the day to day running of priority

accounts (GroupM – and related client teams), scoping out

requirements, managing configuration and development teams as well

as guiding the overall product roadmap for both ColSpace and

GroupM.

Managed the multiple off shore resources for Code Worldwide,

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including development of financial applications and custom

SharePoint solutions

Devised technology direction for a Core Direct’s approach to

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information reporting and display – cutting upfront external cost and

linking effort to requirements

Managed operations for ColSpace Corp. specializing in the

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enhancement of media planning software.

Managed the development, enhancement and roll out of a financial

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applications for Omnicom as a client of Code Worldwide, reducing

reporting turnaround by 50%

Integrated applications into SharePoint web parts

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Team Managed teams of remote developers in multiple countries, created

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Development application specs, QA processes and deployment releases for both

ColSpace and Code Worldwide.

Omnicom Media Group TMV : June 2004 to August 2010

Head of Development, Operations and Project Management for Omnicom Media Group TMV

New Process - Created custom web based software for such clients including:

Implementation o Cross and upsold multiple non-core agency services to a

global automotive client increasing the overall value

proposition, whilst working with the client to achieve vendor

cost reduction goals

- Implemented a structured planning and buying process

- External collaboration platform for over 500 Omnicom Media Group

clients reducing impact on infrastructure and data replication

These software tools increased productivity across the

business, enabling more effective management, closer

budgetary control and enhanced management information

systems

- When challenged with managing the international media planiing and

buying for a global cosmetics organization, successfully implemented

a structured process which resulted in the client awarding more and

larger markets to the agency.

- Project management for both internal and external tool development

- Managed the HR function, including analyzing requirements,

advertising, screening, interviewing and hiring across functional skills

- Part of the Omnicom Digital Asset Management evaluation board,

looking at custom built apps, Xinet, Documentum and Northplains

o Providing recommendations for the various pros and cons of

the different platforms

o Implemented DAM systems for automotive, European retail

and global internal agency systems

- Led the development group of over 40 staff including .Net

Developers, Planners and Analysts, BI teams, designers, UX specialists

and Project Management teams

Developed applications in a variety of languages and platforms,

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including .Net, PHP, JQuery, Flash/Flex

Managed the transition of legacy systems from traditional ASP to

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ASPX and HTML5

Manning Gottlieb OMD : January 2003 to June 2004

Account Director – Data Management and Analysis

Process - Managed media planning, buying and execution for several financial

Efficiencies services clients to increase customer conversions and client

profitability resulting in additional client assignments being awarded

- Developed a methodology for reporting, and recruit a staff of data

analysts to ensure 24 hour tactical turnaround

Business Process - Created a forecasting tool to allow direct marketing clients to predict

Reorganization required call center staffing levels as a result of campaign planning

- Managed all internal reporting tools

- Project managed the consolidation of multiple call centers into a

single operation, reducing client overhead and increasing responses

by over 20%

August 1998 to January 2003 – selective roles including contracts

Roles included: WWAV Rapp Collins, AVIVA, Office For National Statistics, LCCIEB

Education and Systems knowledge

1996 - 1997 Master of Business Administration : Durham University Business School

1992 - 1996 BA (Hon.s) Marketing : University Of Stirling

Additional Languages: Business French

Technical Skills : Strong understanding of technologies required for web application development.

Systems Knowledge : Cognos, Business Objects, Microsoft CRM, Donavan Data Systems (UK, USA

Germany), Nielsen, TNS, DFA, Attentio, Espace Media, Microstrategy, Hyperion

Appendix: Example P rojects

Challenge:

Omnicom Media Group outsourced all web application and site development to 3 rd party

vendors from outside the media industry. This was because i t was outside their core

competency and the IT infrastructure was not in place to support it. However as

requirements grew, this rapidly became a costly and inefficient approach.

Solution:

Challenged to address this situation, working with the CIO and heads of business, all

application and site development was brought in house. I lead the group to be an internally

f unded but cost effective strategic business group, providing the application solutions to

O MG world wide, including new business support, financial application development,

collaboration platforms, workflow and sign off tools as well as end client applications and

ecommerce systems.

C hallenge:

Nissan North America were faced with the need to have all their digital asset inventory in

one place, to be ordered, and fulfilled from. The reason for this being that assets were being

re shot, re used and multiple cost streams were not being realized by any country in a

considered way. Essentially there was no way for anyone to understand whether too many

assets were being produced and whether or not Nissan were paying too much for such

assets.

Solution:

Nissan approached us to help audit the asset t rail, and propose and develop a digital asset

management system whereby all assets could be centralized, all offices could then browse

and order assets, and have them centrally fulfilled. This allowed for the creation of a two

t iered payment structure. For the heavier using markets, a subscription based model was

created, however with the less extensive using markets, a per i tem model was implemented.

- In 2009 over $109 million dollars worth of assets were ordered through the system

Challenge:

State Farm West Coast (Hispanic and Asian markets) allow local agents to run their own

advertising budgets, using centrally provided funding. The process for this is that agents

request placement of adverts, and then claim back the money from State Farm, post

campaign. However the management of the adverts is done through the media planning

agency. In doing this, Agents and State Farm were developing a hostile relationship

w hereby agents would make false claims or refuse to pay for adverts as they had run in the

w rong places etc. The basic challenge was there was no t ransparency or t rust.

Solution:

A system was created so that each individual agent could be seen as their own insurance

retail unit, with their own individual media plan, which they themselves had to manage.

Once the plan was laid down they were required to sign it off. Once actual copy and adverts

were associated with a f light, a t ime based sign off process was implemented so that agents

and the State Farm regional managers would get notified. Should the advert not get signed

off in t ime, the advert was not run. This ensured not only t ransparency of placement, but

a llowed State Farm to manage its campaign budgets more effectively as there was lit t le

room for debate as to what could or could not be claimed back.

Challenge:

Bosch World Wide media account is held by PHD out of Frankfurt. The account manages

t he media spend for over 36 countries, 8 business units, and over 40 product lines. This is a

f ull media account. On winning the business, PHD promised to be able to manage the

business and inform the client how much money was being spent cross media, market,

region etc. However in doing this, the issue of PHD having neither a single accounting or

p lanning platform. Added to this, each markets media plans and sign off process was

d ifferent, and offices in each market did not want other offices to know their budgets.

Solution:

A media planning tool was created that allowed for the various nuances of each market by

media to be accommodated, capturing all the necessary as well as locally needed but

centrally superfluous data points, that allowed for the centralized reporting, management

and analysis of all budgets. Additionally to this, multi sign off work f lows were put in place,

as well as a security model that although simple in concept allowed for the highly complex

requirements of the client.

This tool is now the main media reporting tool for OMG as a whole.

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