Advertising Agency Executive, Marketing Executive

M LASHAWN GUIDRY

Las Vegas, Nevada ***** (C) 310-***-**** ********@****.***

Professional Summary

Dedicated Advertising Media/Marketing executive with more than 15 years experience in advertising

agency, marketing management, and consulting. Areas of expertise include brand building, media

planning, and client service. I have been very successful at building brands and sales for the following

categories: Automotive, Airline, Consumer Electronics, Travel (Hotel, Airline & Destination), Entertainment

(Theme Parks), Subscription Services, Financial (Consumer Banking), Direct Response, Health & Fitness and

others

Skills

Client Management

Marketing plan development

E-mail and direct mail marketing campaigns Brand Building

Media Buying / Planning Strategic thinker

Strong time management

Budget development and management

Digital marketing Sales strategies

Market research ROI analysis

Online and mobile consumer marketing Quantitative and qualitative market research

Strategic marketing

Work History

01/2014 to Current

Advertising Agency Executive

Confidential – Las Vegas, NV

Manage local advertising agency print and digital media strategies

Direct and coordinate marketing plans and policies to promote clients products and services.

Initiated market research studies and analyzed findings.

Analyze business developments and monitored sales trends.

Investigate and secure revenue from dormant accounts

Prepare monthly and quarterly sales forecasting and monthly revenue reviews.

Direct sales coordinators, training and performance evaluations for marketing and sales staff and

supervised their daily activities.

Develop and implemented media campaigns for print, email, online advertising, search engines and

direct mail.

Define and track campaign effectiveness and optimize strategies accordingly.

Results: Increased sales revenue by trend 10%, and YOY 20%, increased client digital spend from monthly $5k

to $30k monthly.

VP, Consulting 08/2005 to 12/2013

MEDIA Consultants – Beverly Hills, CA

Participated in the development of online marketing strategy.

Plan and prepare marketing/media recommendations to increase brand awareness of clients products

and services, working with company officials, sales departments and marketing departments.

Develop & present online and offline media campaigns to marketing executives.

Evaluation and negotiate national media contracts and sponsorships.

Evaluate and recommend online marketing initiatives, including paid ad placement, affiliate programs,

sponsorship programs, email promotions, and viral marketing campaigns.

Prepare and present budgets with rationale for campaign costs as part of campaign plan

development.

Prepare and negotiate advertising and sales contracts.

Track campaign budgets, expenses and overall campaign response rates and optimize each campaign

based on campaign objectives and findings.

Develop transactional Web applications, using Web programming software and knowledge of

programming languages, such as hypertext markup language (HTML) and extensible markup language

( XML).

Results: Grew clients national sales to #1 in 14 months, increased clients profitability, assist with

proprietary software development

09/2003 to 08/2005

Director Online Media,

Media Partners Worldwide – Long Beach, CA

Directed and coordinated the media department relating to all client/media efforts.

Trained and directed staff engaged in all media planning and media buying.

Participate in the development of online marketing strategy.

Directed and managed the preparation of all marketing/media recommendations Presented online

media campaigns to client executives.

Evaluated and negotiated national media contracts and sponsorships (MSN, Yahoo!, ESPN, Sirius & XM

Satellite).

Managed and supervised online marketing initiatives, including paid ad placement, affiliate programs,

sponsorship programs, and opt-in email promotional campaigns.

Prepared and presented budgets for recommended campaigns.

Project managed proprietary software development for agency and clients.

Meet with clients to provide weekly status reports, and to address needs.

Prepared and negotiated advertising and sales contracts.

Coordinated activities of departments, such as sales, graphic arts, media, finance, and research.

Tracked campaign performance and campaign response rates and recommended and executed

optimization strategies Monitor and analyze sales promotion results to determine cost effectiveness

of campaigns.

Contact potential clients to explain services offered in effort to acquire new accounts.

Results Assist with landing national consumer electronics account, developed proprietary software to

reduce agency overall expenditures and better serve all clients.

Media Director Online Media & Advertising 07/2002 to 07/2003

Mercury Media – Mercury Media

Aggressively pitch and acquire client's

Effectively increased client and agency profitability.

Presented weekly P/L reports at client and agency level.

Determined profitability metrics by client, meet and surpassed client profit projections.

Analyzed usage patterns to understand ways in which customers used company products and

services.

Directed product development using in-depth knowledge of vendor landscape and industry insight.

Directed and coordinated marketing activities and policies to promote products and services.

Developed and implemented campaigns for email, online advertising, search engines and direct mail.

Managed search engine optimization and CPA campaigns

Defined and tracked campaign effectiveness and optimized campaigns accordingly.

Results: Grew client base from 2 to 13 clients, Exceeded client profit projections

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