Media Planning Vice President
Resume:
SHELDON SENZON
Delray Beach, FL *3484
**********@*****.***
linkedin.com/in/sheldon-shelley-senzon-8933334/
CAREER SUMMARY
Accomplished Media/Marketing professional with ad agency, media buying service and client-side experience. Results oriented strategic thinker with proven track record for planning and implementing sales producing campaigns.
STRENGTHS/EXPERTISE
Extensive Media Planning, Buying and Research Experience. Performance/ROI focused
Leadership and Motivation - Team Player - Mentor - Extensive and Varied Account Experience - Diverse Background - Industry Leader
EXPERIENCE
05/24– Present Senzon Media Marketing, LLC - Delray Beach, FL
Media and Marketing Management company specializing in strategic media planning and implementation. Expertise includes Traditional and Digital Channels including SEO/SEM, Social, Content Creation, CTV, DOOH, Programmatic and Streaming Audio. Highly knowledgeable about Omni-Channel performance tracking/attribution, copy testing, CRM and DMP’s
4/19 – 5/24 Stratford Medical Group, LLC – Ft. Lauderdale, FL.
Marketing Director
Responsibilities included all marketing and media intiatives for Men’s Health Centers across the Southeast, Mid-Atlantic and the Midwest. Personally handled all Traditional and Digital planning and purchasing along with Creative/Content development and implementation. Managed all SEO/SEM initiatives handled by outside digital companies. KPI’s included but not limited to inbound phone calls/form fills, booked appointments and maximization of revenue per patient. Close working relationships with all clinics as well as Contact Center on a daily basis.
06/06 – 05/19 JMS Media, Inc. - Boca Raton, FL
Media Management company focused on strategic media planning and placement. Client practice includes: Consumer Segmentation & Opportunity Profiling, Forecasting & Budgeting, Brand Communication Planning, Traditional Media Planning & Buying, Digital Planning, Buying & Optimization, Social Media & Viral Marketing Strategies, Emerging Media-Mobile, Gaming, & Video, Advertising, Effectiveness Tracking, Media Auditing and Confidential Second Opinion Analysis. Category expertise in Travel & Hospitality, Retail, Gaming, Real Estate, Automotive, Education and Direct Response.
12/03- 6/06 Yesawich, Pepperdine, Brown & Russell – Orlando, FL
Senior Vice President, Media Director
Responsible for direction of agency media planning development and implementation for the agency’s national and international Travel/Hospitality and Leisure clients. Member of Management Committee charged with developing and implementing agency strategies in the areas of New Business, Client Retention and Staff Development. Account experience includes Canyon Ranch Spa & Wellness, Canyon Ranch Living (Miami, FL), Outrigger Resorts (HI), Clearwater/St. Petersburg FL CVB, Panama City FL CVB, Walt Disney Swan & Dolphin Hotels, Seminole Hard Rock Hotel & Casino (Hollywood & Tampa, FL), Marriott Hotels.
03/01- 12/03 JMS Media - Ft. Lauderdale, FL
President
Media Management company working with ad agencies and advertisers in the areas of Media Planning and Buying (Traditional/On-line), Primary and Secondary Research, New Business Solicitation and Confidential Second Opinion Analysis. Client/Account experience includes, Retail, QSR, Automotive, dot.coms and B2B.
11/99-03/01 Singer Asset Finance - Boca Raton, FL
Vice President of Marketing - Structured Settlement Division
Singer Asset Finance, a division of Enhance Financial Services Group Inc. (NYSE:EFS) provides lump-sum payments to Lottery winners and individuals receiving payments over time for Medical Malpractice, Wrongful Death, Personal Injury and other Annuities. Responsibilities include valid lead generation through integrated marketing and media campaigns. $5 million + communication budget includes Television, Print, Direct Mail and Internet initiatives. Close daily contact with Sales, IT and Call Center departments. Direct responsibility for creation of all marketing support materials including Television commercials, collateral (fulfillment kits) and direct mail. Manage outsourcing of entire creative process as well as purchase of Direct Response television. Since joining, Cost Per Valid lead has been reduced 31% through strategic planning, aggressive media negotiation, web initiatives and database management.
6/98- 11/99 MARC USA/Miami (formerly Evans & Fitzgerald/Marc) - Miami, FL
Vice President, Media Director
Agency is a division of Marc USA, Pittsburgh
Responsible for setting up Media Department, staffing and research support services
Agency specializes in Malls and Shopping Centers throughout the US. Local properties include The Falls, Loehmann’s Fashion Plaza and Sarasota Square Mall. Other retail clients include Gabes (23 stores PA, VA, Ohio) and Rugged Wearhouse (12 stores Washington, DC and Baltimore). Other accounts include Carnival Cruise Lines, University of Miami School of Business and Williams Island Real Estate. Heavy new business involvement.
5/96- 6/98 FKQ Advertising - Clearwater, FL
Media Director
Responsible for media planning/buying and research for the following accounts: Super Kmart Centers (100 stores, 55 markets), McDonald’s Tampa Bay Co-Op (168 restaurants), Dollar Rent A Car of Florida, Don Olson Tire & Auto Centers in Florida, Georgia and Nevada (159 locations), Melitta Coffee, WB/32 TV- Tampa, Lexus of Tampa Bay, Lexus of Clearwater and Coastal Cadillac Tampa.
6/90 – 7/96 JMS MEDIA MARKETING, INC. - Coral Springs, FL
President
Marketing and Media Management company. Client base consists of ad agencies and advertisers. Work closely with marketing directors and agency principals to maximize media investments. Client/Account experience includes Office Depot, PacTel (TeleTrac), Healthcare Oklahoma, Super Kmart Centers, Fair Oaks Hospital, Business Cards Tomorrow, US Life and Pick Kwik Convenience Stores.
10/86 - 6/90 VITT MEDIA INTERNATIONAL - New York, NY
Group Vice President, Account Director
Account responsibilities included MACY’S, Hair Club For Men, Dow Consumer Products, Merrell Dow Pharmaceuticals, Armstrong Tire, Nichols Department Stores, Spin Magazine and Microtel Long Distance. Functioned as in-house Media Department for South Florida ad agencies. Corporate media buying duties at VMI extended to Syndication, Network TV and Radio and Cable TV. Heavy involvement in new business solicitation. Account experience includes national introductions of Nicorette (smoking cessation) and Seldane Antihistamine. Member of numerous advertising/media committees.
Sheldon Senzon
Shelley’s 35+ year media/marketing career translates into diverse planning and buying experience. His areas of expertise extend into syndication, network television, local television, radio, consumer and trade print and on-line media. Some of his vast account experience includes Nintendo, Canon Cameras and Office Equipment, Warner Lambert, Colgate Palmolive, Dow Consumer Products, Merrell Dow Pharmaceuticals, McDonald’s, MACY’s, Hair Club For Men, Borden Foods, Super Kmart Centers, Dollar Rent A Car, Melitta Coffee and Spin Magazine. Shelley’s background also includes extensive CPG experience handling leading brands for Colgate, Borden Foods and Warner Lambert.
In 1990, after a sixteen-year fast track career including senior media management positions at Vitt Media International, Dentsu/Young & Rubicam, Ted Bates and J.Walter Thompson, Shelley developed a media consulting practice providing strategic media planning, buying and research services for both advertisers and agencies.
Career highlights include national introductions of Listermint Mouth Wash (Warner Lambert), Canon Personal Copiers (Canon USA), and Seldane Antihistamine (Merrell Dow). Shelley was also responsible for clearing The Dow Senior Tennis Tournament on National Cable for two consecutive years as well as US Syndication of Polka Dot Door on behalf of TV Ontario. In addition he has served on a number of industry committees; CAB Local Measurement, SMRB/MRI Comparability Study and National Association of Broadcasters Study on Commercial Clutter. His knowledge and insight puts him in high demand for speaking engagements at advertising clubs and industry seminars throughout the country. He has been chosen for inclusion in the First Edition of Who’s Who in the Media and Communications 1998-1999.
“Media is an area constantly challenged by clients to demonstrate advertising dollars are being invested wisely, with the onus on the media professional to make sure this in fact is happening. Factor in issues such as emerging technologies (new media) and the equation becomes even more complex. Strong creative continues as a critical element of any marketing campaign but more and more it is how communication budgets are expressed that seem to have the greatest impact on sales. As marketers we must never lose sight of the fact “all sales are local.”
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