Manager Marketing

PROFESSIONAL SUMMARY

A dynamic management professional with extensive advertising experience who thrives in both traditional and “uncharted” non- traditional media marketing. I have a strong, proven track record for launching advertising campaigns and an in-depth understanding of how successful marketing programs work and how to provide holistic campaign reporting. With an air of creativity, I excel at evaluating and measuring brands, providing the best possible information for my clients. EXPERIENCE

COMMONWEALTH//MCCANN; DETROIT, MI – 4/13-CURRENT

MANAGER – STRATEGY AND PERFORMANCE ANALYTICS

• Created and grew Commonwealth’s analytics business, providing Chevrolet with strategic insights and recommendations that help shape future advertising initiatives

• Establish and build client relationships within Chevrolet; get clients to “embrace” analytics

• Develop workflow and insert the analytics department into the agency’s advertising process; giving analytics “A seat at the table”

• Created and published monthly analytics newspaper which includes cross channel learning, best practices and the latest trends.

• Lead and define Chevrolet’s campaign objectives across all 13 nameplates and retail initiatives

• Developed and implemented a cross-channel Measurement Plan and process, which has been utilized across all GM brands as a best practice

• Lead and defined the ecosystem used to evaluate campaign performance across all facets of Chevrolet digital media (OLA, Brand Entertainment, Digital OOH, Site, Paid Search, Paid/Organic Social, CRM) Broadcast media and Experiential programs

• Initiated and developed a creative database, containing OLA, site and CRM data and creative, reducing analysis time in half and allowing the team to focus on monthly optimization efforts

• Drive collaborative efforts between Chevrolet’s media partners to create and consolidate integrated channel reporting for all nameplates and retail initiatives

• Provide strategy, account and creative departments with insights, recommendations, best practices and in-depth analysis for media optimization, website development and future campaign development

• Responsible for developing and implementing a multichannel media communication strategy that enables planners to develop a cohesive integrated campaign approach

• Responsible for developing, implementing and managing Commonwealth’s digital strategy process TEAM DETROIT INC. (formerly J Walter Thompson); DEARBORN, MI – 1/00-3/14 SENIOR ANALYTICS MANAGER – 1/08 – 4/13

• Instrumental in increasing the Brand Content and Alliance’s annual research budget from $150,000 in 2008 to $800,000 in 2012, which yielded an additional $250,000 in annual profit. I achieved this through several key initiatives:

• Develop and implement best practices to standardize and optimize how Team Detroit Inc. measures and evaluates Ford Motor Company and Lincoln Motor Company’s national and regional Brand Content and Alliance marketing programs across all media channels

• Grew Team Detroit’s Brand Content and Alliance analytics business from measuring a handful of on-site events to cross-channel measurement and reporting of 69 programs and over 1,700 on-site events

• Develop and implement a standard analytics strategy plan across all media channels

• Provide both high-level and in-depth analysis and benchmark performance across multiple channels and platforms that contains actionable optimization and business-relevant insights and recommendations.

• Responsible for presenting insights and analyses to multiple clients (135 reports across 32 programs)

• Proven leadership skills with the ability to mentor large cross-functional teams to create a structured, team environment where ideas lead to ground breaking initiatives and all parties collaborate well

• Responsible for negotiating contracts with multiple suppliers/partners, including standardizing billable rates, creating business rules and managing deliverables

• Extensive knowledge in understanding and marketing to the following consumers: Multicultural, Advocates, Athletes, Affluent, Millennials, Enthusiasts and Thought-Leaders

• Created the analytics strategy plan and objectives for two 2010 Effie award-winning programs – Fiesta Movement (2010) and Drive One 4UR School (2010)

RESEARCH MANAGER / ACCOUNT PLANNER – 11/02 – 1/08

• Consult with clients to determine knowledge gaps, establish research objectives, deliverables and course of action.

• Design and oversee qualitative and quantitative research studies to optimize marketing communications and identify new opportunities.

• Managed Syndicated National and Regional tracking study that measured and analyzed Ford Motor Company’s advertising efforts across TV and web platforms.

• Managed eight budgets within my department, including processing purchase orders and finalizing vendor payments.

• Monitored workflow process and procedures for research projects.

• Managed department internship program.

• Initiated and oversaw professional development activities for staff.

• Member of ISO Senior Management Team. Maintain and support all company standards as specified in ISO9001 requirements. RESEARCH COORDINATOR; 6/01 – 11/02

EXECUTIVE ASSISTANT TO THE DIRECTOR OF RESEARCH, SENIOR VICE PRESIDENT; 1/00 – 6/01 KELLY ANN CORLE T 586-***-****

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AFFINA – THE CUSTOMER RELATIONSHIP COMPANY; TROY, MI – 1998-12/99 PROJECT COORDINATOR – HEWLETT PACKARD ACCOUNT

EDUCATION

• Northern Michigan University – Bachelor of Science in Political Science 1994 RELATED SKILLS

• Social Media Marketing, Digital Media Marketing, Marketing Strategy, Web Analytics, Google Analytics, TV/Film branded entertainment, Nielsen, integrated reporting

• Proficient in Microsoft Office, Lotus Notes, mTAB, Ipsos Mendelsohn, Polk-Regis, Adobe, Omniture, GFK MRI, DoubleClick for Advertising (DFA), Iconoculture, Scarborough, Forrester with Technographics, eScore KELLY ANN CORLE T 586-***-****

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