Associate Director Strategic Planning

William J. Wahlers

Associate Director, Integrated Video Investment

*****@*******.*** • 917-***-****

LinkedIn • Broad Channel, NY 11693

Dynamic, results-driven Associate Director of Integrated Video Investment and Strategic Planning with 15+ years of experience in media strategy and execution.

Specialized in managing dynamic investment portfolios across a variety of platforms, including Streaming, Linear, OTT, and Digital. Proficient in analyzing market trends and competitor activity to identify opportunities. Strong negotiation skills with a focus on maximizing ROI. Skilled in managing cross-functional teams to drive successful campaigns. Experienced in developing comprehensive media plans tailored to client objectives. Proven track record of strategic planning and implementation in media buying. Exceptional communication abilities for effective client engagement. Expertise in optimizing media budgets to achieve cost-effective solutions. Detail-oriented with a passion for delivering high-quality outcomes.

Areas of Expertise

Media Strategy & Execution

Cross-Platform Integration

Strategic Media Buying

Vendor Negotiation

Media Investment Portfolio Management

Budget Allocation & Resource Optimization

Market Research & Analysis

Team Leadership & Development

OTT (Over-the-Top) Content

Media Campaign Management

Programmatic Advertising

Client Relationship Management

Professional Experience

Fishbone Fisheries, Broad Channel, NY

CEO

2022— Present

Lead and operate charter boat excursions in NYC, offering fishing, fireworks tours, whale watching, conservation tours, and sightseeing. Ensure passenger safety and satisfaction, delivering educational insights on marine life and environmental conservation. Demonstrate expertise in navigating NYC waters, providing unique experiences tailored to guests' interests. Maintain certifications and adhere to US Coast Guard regulations for safety protocols. Supervise vessel maintenance, guaranteeing optimal condition for all charters. Collaborate with clients for customized tours, fostering high customer satisfaction and repeat business.

●Worked with a team of 15 industry Captains, increasing digital sales by 3% through strategic marketing efforts and leveraging Word of Mouth to attract customers to NYC Charter websites.

●Developed and executed a targeted digital marketing campaign that boosted online bookings by 2% and expanded the company’s presence in the competitive NYC charter boat market.

●Increased annual revenue by 4% through the introduction of new tour packages, including specialized conservation and whale-watching experiences, attracting a broader clientele.

OMD - Omnicom Group, New York, NY

AD of Integrated Video Investment and Strategic Planning for Georgia Pacific-CPG and JC Penney-Retail

2008 — 2022

2020 — 2022

Developed and executed strategic media buying across paid channels to meet campaign goals for diverse clients in the CPG and Retail sectors. Led Video Investment teams, ensuring dynamic management of Streaming, Linear, OTT, Connected TV, Digital, Social, Search, Sports, Content Integrations, and Branded Entertainment. Provided comprehensive client updates, brand presentations, and data-driven marketplace analysis to inform agency initiatives and campaign adjustments.

●Led environmental initiative supporting wildlife conservation and tree rehabilitation in endangered forests, overseeing the planting of 3.4 million seedlings across the US.

●Boosted sales by 2.6% for GP”s paper products through the campaign, prompting the development of new packaging for Paper Towels that promoted a fresh approach to sustainable forestry.

●Implemented a new video investment strategy, increasing return on investment (ROI) across key campaigns by 8 %.

●Managed a multimillion-dollar video investment budget, optimizing spend allocation and delivering a 3% reduction in cost-per-thousand (CPM) while maintaining high-quality ad placements year over year.

Associate Media Director, National Broadcast/Streaming/Partnerships - PepsiCo-CPG

2014 — 2020

Oversaw comprehensive National TV, Streaming, Smart TV, Social, Search, Mobile, Addressable, Audience, and data-driven campaigns for a diverse portfolio of brands, leading a team of 16 supervisors, analysts, and junior analysts. Orchestrated Upfront and Scatter negotiations, compiled brand presentations for Investment Teams, and relayed outcomes to Senior Marketers, ensuring alignment with PepsiCo's strategic objectives. Fostered collaboration with Cross-Platform, Content, and Strategic Planning teams to execute Sponsorships, Brand Entertainment, and Integrations with precision, enhancing brand visibility throughout the Calendar/Broadcast year. Maintained robust communication with 15 clients, facilitating regular in-person meetings to discuss brand developments and address client needs proactively. Championed critical thinking and problem-solving within the team, overseeing client requests and ensuring adherence to process protocols for TV/Media presentations.

●Launched innovative Emoji campaign, leading the airing of 5 spots on linear and streaming partners across a 12-week period, establishing a new standard in media strategy.

●Negotiated sports pricing across major leagues including NFL, MLB, NBA, NHL, Soccer, NASCAR, and MLS, optimizing spend.

●Crafted and delivered comprehensive buy recommendations and presentations to eight brand managers, demonstrating expertise in media planning and client consultation.

●Pioneered the integration of Full Episode Players/Premium Online Video, Linear/Cable, and Hispanic/Sports into tailored brand strategies, addressing specific client needs.

●Led assessment of integration opportunities for PepsiCo Media Clients, offering insights and leveraging Content teams to enhance customer engagement. Utilized various customization strategies to optimize partnership outcomes.

Supervisor, National Broadcast - PepsiCo Account

2008 — 2014

Directed strategic planning and execution of national broadcast campaigns for 10 high-profile brands, ensuring alignment with client objectives and market dynamics. Oversaw scatter buys and upfront sports commitments, optimizing media spend and brand exposure. Cultivated robust relationships with sales and promotional teams to enhance brand presence through added value negotiations and innovative partnerships. Regularly engaged with senior management to align broadcast strategies with PepsiCo's overarching goals. Supervised and mentored a team of six junior members, fostering their professional growth and ensuring timely delivery of all projects.

●Developed comprehensive sports calendar, detailing all airings across networks, which streamlined planning and coordination for PepsiCo brands.

●Initiated and led a Buying Task Force within Omnicom to elevate media buying skills and practices across the organization.

●Executed scatter purchases for eight brands, securing favorable terms and positioning within the competitive marketplace.

Universal McCann - McCann World Group, New York, NY

Media Buyer, National Broadcast - Sony Pictures Account-Studio

2005 — 2008

Executed strategic national broadcast campaigns for a diverse portfolio of Sony divisions, optimizing client marketing objectives and budget allocations. Managed comprehensive schedule maintenance, audience tracking, and stewardship activities, ensuring precise delivery against targets. Conducted in-depth network research to support data-driven decision-making and strategic campaign adjustments. Developed and led training initiatives to elevate the skill set of assistant buyers.

●Secured favorable scatter buy rates and bonus units, directly contributing to the achievement of Sony's audience goals.

●Negotiated advantageous rates and bonus placements with network sales teams to maximize audience reach.

●Authored a comprehensive training manual, significantly enhancing the onboarding process for assistant media buyers.

Education

Bachelor’s in Business Administration with Major in Advertising and Promotions

Pace University – Lubin School of Business, New York, NY

Licenses & Certifications

The Trade Desk

Trading Essentials Trade Desk Programmatic Principles Certified Trade Desk Marketing Foundations

Amazon

Advertising Campaign Planning Certification Amazon Essentials Graduate Advertising Foundations Retail for Advertisers

IAB, Digital Fundamentals Course

Walmart, Connect Retail Media Certification

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