Media Planning Supervisor

CHRISTOPHER S. NEER

Sarasota Florida 941-***-**** ****************@*****.***

SUMMARY

Results-driven Media Supervisor with over 20 years of success in strategic media planning, buying, and optimization across traditional and digital channels. Proven ability to reduce cost per acquisition (CPA), maximize ROI, and lead high-performing, cross-functional teams. Adept at leveraging platforms like Freewheel (Strata), Trade Desk, and Tableau to drive campaign efficiency and business impact. Strong expertise in both in-house and agency environments, delivering multi-million-dollar media cost savings for national brands, including Stanton Optical, Beall's Department Stores, and 1-800-ASK-GARY. Committed to data-informed decision-making, innovation, and media performance excellence.

SKILLS

Strategic Media Planning

Cross-channel media buying (TV, digital, OOH,)

Budget forecasting and cost optimization

Programmatic Advertising (DSPs)

Streaming and CTV activation

Media attribution and performance analytics

Freewheel (Strata) & Comscore

Team Leadership and Mentorship

Campaign ROI Analysis

Broadcast media negotiation

Vendor and Partner Management

Data Visualization (Tableau)

Market and Audience Segmentation

KPI-Driven Campaign Optimization

EXPERIENCE

Media Supervisor 10/2022 to 04/2025

Now Optics (dba Stanton Optical) Delray Beach, Florida

Managed full-cycle media planning and buying across 95 DMAs and 280+ retail locations for Stanton Optical, leveraging TV, radio, OOH, streaming, and programmatic platforms to drive foot traffic and appointment bookings.

Decreased CPA by 22% and improved appointment conversion rates by 30% by optimizing the media mix and introducing performance-based buying strategies.

Transitioned measurement systems from Nielsen to Comscore; added TV attribution measurement systems reducing analytics costs by $500K annually, and improving targeting precision and lowering overall CPA

Rigorous with media partners for additional bonus and added value. Secured over $3M in added value alone.

Oversaw monthly and quarterly reporting on impressions, post-buy performance, resulting in consistent bonus and UDW media recovery, and enhanced vendor accountability.

Managed Programmatic partner Simpli Fi and Streaming partner Locality and IO management and reporting.

Supervised, trained, and evaluated a remote team of seven (five buyers, two coordinators), improving team performance metrics by 25% through structured mentorship, weekly 1:1’s, team meetings, and workflow standardization.

Media Supervisor 06/2011 to 12/2021

WS MEDIA INC/ASK GARY Sarasota, Florida,

Planned and executed multi-platform media buys across FL, KY, MN, NM, and Toronto, utilizing TV, cable, CTV, radio, and outdoor billboards and posters to reach diverse regional markets.

Reduced overall media spend by 18% while maintaining reach and frequency by renegotiating vendor contracts and reallocating underperforming channels.

Conducted TV post-buy analysis and managed campaign delivery through Freewheel (Strata), enhancing audience delivery consistency over 95% deliveries.

Liaised directly with accounting and executive leadership on budgeting, forecasting, to ensure fiscal accountability.

Managed creative asset trafficking and maintained collaboration with external creative agencies, streamlining production timelines by 30%.

Media Planning Supervisor 05/2009 to 04/2012

INTERLEX San Antonio, Texas

Directed media execution strategy for Tracfone/Safelink Wireless across 125 U.S. DMA’s and Puerto Rico.

Delivered weekly CPA performance reports and optimization recommendations, resulting in a 20% increase in qualified lead conversions within 9 months.

Built strategic media plans using media tools software, and facilitated alignment between planning and buying teams for seamless campaign execution.

Monitored and adjusted DRTV campaigns using CORE-Direct, improving real-time responsiveness and buy accuracy.

Acted as the client-facing lead for media-related communication, maintaining 100% client satisfaction on project delivery and campaign clarity.

Broadcast Media Supervisor 04/2005 to 01/2008

BEALLS DEPARTMENT STORES Bradenton, Florida

Oversaw TV, radio, and cable buys across all Florida markets, ensuring seasonal promotions aligned with key retail windows and ROI goals.

Negotiated added value and sponsorship placements that delivered over $2M in bonus media annually.

Conducted quarterly ROI and post-buy reports, comparing year-over-year sales tied to broadcast campaigns, leading to a 15% improvement in media efficiency.

Utilized Freewheel (Strata) for precise media tracking and delivery reconciliation; delivering over 95% on TV posts.

Developed and implemented training programs for junior media staff, strengthening team knowledge, and reducing onboarding time.

Senior Broadcast Media Planner-Buyer 10/1998 to 08/2004

INITIATIVE Atlanta, Georgia

Planned and executed Spot TV, cable, and radio buys for top-tier markets such as Miami, Orlando, and Charlotte, exceeding 95% posting accuracy annually.

Managed multi-million-dollar campaigns for clients including BellSouth, Home Depot, Macy's, and Food Lion, consistently optimizing cost-per-point delivery.

Secured premium sports sponsorships and negotiated high-impact promotional value, increasing audience reach by 35%.

Maintained strong vendor relationships to ensure favorable pricing, and prompt resolution of delivery discrepancies.

Mentored junior buyers and assistants, cultivating a team that achieved top-three performance rankings across regional offices.

Senior Broadcast Media Buyer 09/1994 to 10/1998

RPA Atlanta, Georgia

Executed media buys in key DMAs such as Miami, Orlando, and Memphis for Honda Corporate and Regional Marketing, maintaining 98% compliance with daypart and targeting parameters.

Conducted meticulous buy reconciliations and post-campaign analysis to ensure accurate reporting and maximize GRP delivery.

Delivered over 95% posting accuracy across campaigns by establishing strong media rep accountability, and internal QA checks.

Trained and managed junior staff, significantly reducing onboarding time, and increasing department output by 20%.

EDUCATION

Bachelor of Science: Business and Marketing

Butler University Indianapolis, IN

Digital Planning/Buying Seminar

The Laredo Group Orlando, FL

Geocache Multicultural Marketing Summit Miami, FL

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