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Integrated marketing communications and media strategy

Clive, Iowa, United States
December 02, 2018

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Robin Carson Casmirri

Strategic, multidisciplinary marketing strategist with

experience meeting and exceeding business goals




• Leadership, mentoring and collaboration

• Integrated communication

• Connections strategy

• Audience targeting and one-to-one marketing

• B2B, B2C and DTC (ecommerce)

• Shopper marketing

• Data-driven media planning and execution

• Digital media trends and technology


With more than two decades of experience in cross channel strategy and execution, I work at the nexus of media technology, audience insights and marketing communication.

In a world where content is king, context is critical, so I use data and technology to identify and reach the right audiences with the right messages in the right context. Throughout the process – research, strategic development, creative-media integration, planning, execution and performance analysis – I always place the audience at the center while staying true to brand values and objectives.

While I understand the importance of ROI, especially in an economy where budgets are stretched to the limits, I look beyond media conversions and transactional data to learn about the customer journey and optimize communication.

My strong business acumen provides me the ability to sell ideas to internal and external stakeholders using performance metrics, innovation and creativity.


The Integer Group (TBWA-Omnicom), Des Moines, IA

Vice President, Director of Media Services, 2011 – present

• Led department of strategists, planners, media buyers and analysts in development of data-driven and direct response marketing

• Supervised advertising and CRM efforts for all Midwest agency clients

• Developed and nurtured expertise in broadcast, print, out-of-home, digital and social media, as well as one-to-one and search marketing

• Collaboratively managed agency network resource budgets (e.g. Simmons, Scarborough, comScore, Kantar, Strata)

• Served as member of agency leadership team and network analytics ring

E.B. Lane, Phoenix, AZ

Associate Media Director, 2010 – 2011

• Directed media planning, execution and reporting for State Farm key account

• Developed media strategies and plans to achieve campaign objectives and deliver measurable ROI

• Aligned client’s regional and local efforts with national brand campaigns

• Supervised implementation of traditional and digital media plans and event activations

Moses Anshell, Phoenix, AZ

Integrated Marketing & Media Director, 2005 – 2010

• Led team of advertising, PR, Social, Direct Marketing and Interactive experts in development and execution of strategic plans

• Collaborated with Creative teams to bring together medium and message

Prior experience includes media strategy, account service, project and production management.

Category experience

• Home improvement

• Insurance and financial

• Travel, tourism and hospitality

• Education and learning

• Government and public utilities

• Home building and real estate

• QSR and fast casual restaurant

• Healthcare and non-profit

• Engineering and technology

• Consumer Packaged Goods


The Integer Group, Midwest, Operating Board, Leadership Team

iMedia Agency Summit, Master Track presenter

CoxMedia Advisory Board (Marketing Committee)

Leukemia & Lymphoma Society’s Team in Training, Rock ‘n’ Roll Arizona Marathon

Heard Museum Marketing Committee

Governor’s Conference on Tourism, Marketing panel speaker

Effie Awards Judge

Kappa Delta Sorority


Experience using a variety of third party syndicated research and workflow management tools including but not limited to Simmons, Scarborough, comScore, Kantar, Strata, SRDS, SQAD, Telmar, DoubleClick.


State University of West Georgia, Carrollton, GA

B.A., Mass Communications, Print Journalism Emphasis; Marketing Minor

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