G. ALEX SINGH
Chicago, Illinois *****
A channel agnostic Media Director, with strong management and business development skills. A background of producing financial results, creative out-of-box communications, and strategy development for branding and corporate reputation projects.
Wavemaker (formerly MEC) 2015-2018
Managing Partner, Integrated Media, Global Solutions
Client lead for Chevron Corporate Global and Xerox Global, manage client relationship and lead the thinking and approach to change perception of said brands.
Lead a “digital first” strategic approach to drive business KPIs against business goals.
Steered planning to an audience-lead approach to media using big data as the anchor and using Search, Social, OTT- Addressable TV and Programmatic media as the driver.
Bring thought leadership to drive change within MEC and client’s business.
Recruited talent and established the foundation for the digital and social team.
Provided new opportunities for increased revenue streams to MEC.
Support MEC’s strategic alliances and partnerships across all WPP’s entities.
Led the global consolidation to a single media agency. Prior to global consolidation, advised and led all in-market planning, with local media budgets ranging from $2 million to $65 million.
Steered all in-market agency pitches: Japan, GBI, Europe, and USA.
Managed the U.S. agency from buying to planning via multi channel: TV, print, programmatic, digital, addressable TV, search, OOH, and new media.
Piloted the production integration team to move beyond traditional communications and touch points to seamless integration into movies, TV shows and celebrity endorsements.
Co-created the digital and search strategy toward customer and competitive-centric focus versus mass awareness-driven.
Acted as primary liaison to the brand team for the rollout of all forms of consumer-facing communications.
Evaluated all media investments, in-house (retail and sales) and agency, to ensure best investment strategy to yield the highest-quality buys at the most efficient prices.
Senior Partner, Group Media Director 2005-2007
Served as head of group, with responsibility for building and managing client relationships and assignments for LVMH, with 40 active brands and Dyson. Oversaw strategy development of branding and corporate reputation assignments that included:
Created strategic communications plan, including target audience analyses and media budget management.
Managed the efficiencies to show yearly gains of the LVMH corporate buys.
Established media training programs for 15 colleagues to improve operational efficiencies.
Performed staff recruitment, professional development, salary management, and conflict resolution.
Developed and managed department performance evaluations and mentoring.
Created new businesses.
VICE PRESIDENT, MEDIA DIRECTOR 2003-2005
LVMH Watches and Jewelry (TAG Heuer, Zenith Watches, Christian Dior Watches, Omas Pens), Hennessey (VS, Privilege, XO), Moet & Chandon, 10 Cane, Benefit Cosmetics, and Dyson
Strategic liaison for all “planning” of LVMH brands and for all functions of the communications plan.
Introduced new non-traditional media to reach an elusive and affluent target.
Sought new opportunities to leverage subtle but intrusive media opportunities.
Continually pushed strategically-based non-traditional thinking to capture new audiences.
YOUNG & RUBICAM/MEDIAEDGE/Mediaedge:cia 1995-2003
Senior Partner, Communications Strategy Director: Colgate-Palmolive 2003
Spearheaded the strategic direction for 2004 communication plan for the Household and Surface Care Division.
Partner, Communications Strategy Director: Campbell Soup Company (CSC) 2000-2003
Managed $2.5 billion CSC business from Marketing, Advertising, Research, PR, Trade, and Finance. Spearheaded strategic direction for all soup brands for FY 2002, 2003, and 2004, resulting in the best evaluation in CSC and Mediaedge:cia’s history.
Worked closely with CSC new business development team on launching multiple new brands.
Initiated new and innovative media efforts, such as DRTV, 10s IDS, Hispanic Media, Asian Media, Print Inserts, OOH, and weather and cold and flu, which triggered radio and on-line media as enhancements to broadcast media.
Acted as key decision liaison for all CSC brands with all senior levels of Brand Managers during planning season.
Employed new planning capabilities that allowed for more efficient and targeted media efforts.
Kraft Foods: Jell-O, Crystal Light, Toblerone Chocolates 2000
Acted as key decision person for all Kraft brands during planning season.
Charged and delivered out-of-box approaches to 2001 media plans.
Managed the benchmark Kraft brands into new millennium.
gifts.com, Alamo and National Car Rental 1999-2000
Spearheaded planning and laid strategic groundwork for 2000 and 2001.
Provided on-line and off-line recommendations that were synergistic with marketing objectives and strategies.
Assistant Planning Director: Sears, Roebuck and Co. 1998-1999
Developed and presented media objectives and strategies for Women’s and Youth Apparel, Back-to-School, and Fine Jewelry.
Evaluated media options to ensure optimum efficiency and on-target strategy.
Supervised the stewardship of all media plans.
Citibank Retail and Investments 1998
Developed and presented media objectives and strategies for a variety of retail and investment products.
Evaluated media and sponsorship opportunities for a “retail-intensive” account.
Supervised all tactical aspects of media plans.
Colgate-Palmolive’s Household and Surface Care and Personal Care 1996-1998
Created and presented media briefs, objectives, and strategies for all HSC and PC products.
Engaged in daily interaction with C-P media team and brand management to ensure media strategies were in line with marketing objectives.
Evaluated a wide range of media vehicles, including on-line properties, for compatibility with client’s products.
Supervised and delegated assignments to media team.
Showtime Network 1996-1997
Developed and presented media objectives and strategies for Showtime’s “Entertainment Passionates.”
Negotiated and assembled magazine element of media plan.
Stewarded and executed all aspects of the media effort.
Xerox Corporate 1995-1996
Extensive client contact. Developed and presented objectives, strategies, and media plans to Xerox.
Compiled competitive media analysis and monitored competitive spending.
Executed all tactical aspects of media plans.
Evaluated on-line opportunities with Brand Dialogue.
BBA, Marketing/Advertising, BERNARD BARUCH COLLEGE, New York, New York, May 1993/GPA Major, 3.82; Overall, 3.66