Media Social

LANCE WAGNER

423-***-**** *********@*****.***

www.linkedin.com/in/lfewagner

EXPERIENCE

Marketing Director Visionworks San Antonio, TX 2017-Present In his current role, Lance is charged with managing all brand & media acquisition efforts for the

$1 billion healthcare retail organization. He prides himself on being a critical thinker & making the complex simple. He has proven he excels best in an entrepreneurial environment with opportunity to test & learn. Lance consistently shows his agility within his team: from managing multi-million-dollar media plans to tactical tasks of developing Search & Social copy. Lance started his career on the agency side, where he was disciplined in advertising best practices. Now as an in-house marketer, he ties creative & media metrics to business outcomes. He consistently exceeds sales comp & traffic goals leveraging effective creative & efficient media executions.

– Manages a $70 million omni-channel marketing budget with key responsibilities of increasing brand awareness, store foot traffic, online appointment scheduling, & sales. Most recently increasing brand awareness by more than 30%

– Led an extensive creative & media agency RFP resulting in recruiting world-class agency talent. Manages day-to-day agency relationships, SOW, fee structure & staffing plans

– Produces 360 brand campaigns by leading creative & media agency through briefing phase to the production, testing, activation, & measurement. Most recently developed the organizations first Content Strategy that lives across paid, owned, and earned media properties.

– Develops & executes media test plans to incorporate emerging media vehicles into the mix

(Podcast, DOOH, Addressable TV). Constantly pushes for precision-level media targeting to best meet business demands.

– Designs qual & quant research on messaging and creative content to optimize to customer segments. Regularly looks for optimizations to increase performance.

– Leads customer segmentation to understand psychographic & behavioral traits to influence advertising campaigns

– Regularly collaborates & presents recommendations to executive leadership, merchandising, distribution & store operations to ensure organization alignment

– Led the project management of one of the organizations most important and visible efforts, launching a new-store concept, POS in-store marketing, with custom market-level media and measurement plans

Highlights of key accomplishments:

Planning Execution Results

– Developed optimal video

campaign of $40MM to achieve

effective communication goals.

– Through partner selection and

strong negotiations, secured

32% reduction in CPM with all

key metrics up vs. YAG.

– Increased ROI by reallocating

dollars from Linear to Digital

tactics. Generated $2MM in

incremental EBITDA.

– Briefed and guided creative

agency on brand equity

campaign & style guide.

– Animatics tested to ensure

platform resonated with key

audiences.

– Currently in-market. Early

results showing 7% same store

lift in sales.

– Partnered with Facebook to

optimize creative assets to

follow best practices.

– Early results showed quick wins.

Optimized all units to follow

suit.

– Units performed 23% better

(Engagement, CTR) vs. control

group.

Brand Media Supervisor Moroch Partners Dallas, TX 2016-2017

– Developed & executed data-driven media marketing plans to reach target audience profiles while collaborating with media buying team (including broadcast, digital, social, out-of-home, print & experiential) as thought partners in building the overall strategy

– Charged as the lead media strategist for recommending message weights & media mix for promotional campaigns throughout the year

– Educates clients on media innovation – most recently Advanced TV which was included in the 2017 media strategy

– Supervised & mentored junior staff on day-to-day tasks, processes, & media knowledge

– Screens third party media vendors to evaluate offerings & provide agency POVs

– Tracks weekly campaign performance to optimize media placements to most efficiently & effectively meet campaign goals & KPIs

Media Planner Supervisor Moore Media Nashville, TN 2014-2016

– Served as lead researcher in media trends and consumer insights to create the planning framework for local, regional, & national media recommendations

– Ensured that planning strategies are followed closely & portrayed in the media buys

– Charged with orchestrating the media process from research, planning, buying & stewarding media campaigns amongst the team

– Daily tracking of media campaigns to guarantee campaigns are running correctly

– Implemented new media buying software across the agency to create efficiencies in the planning & buying process

Media Planner The Buntin Group Nashville, TN 2012-2014

– Assisted in creation of multichannel campaigns including TV, OOH, & digital media Communications Middle Tennessee State University Nashville, TN 2009-2012

– Assisted in creation of multichannel campaigns through digital and social media Marketing & Operations Monica’s Restaurant Concepts Wartburg, TN 2006-2009

– Led all marketing & menu innovation, along with facilitating critical operating practices EDUCATION

Middle Tennessee State University Murfreesboro, TN Masters of Science; Bachelor of Science in Advertising & Communications SKILLS

– Research and Planning Programs: Qualtrics, Esri – Tapestry Market Segmentation, SRDS, eTelmar, Nielsen, Rentrak, ComScore, Kantar Stradegy, SQAD, Simmons, IPSOS Copy Testing, MRI, PowerBI dashboard platforms

– Digital Platforms and Technology: Google Analytics, SizMek, LiveRamp, TradeDesk Certifications

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