Media Director
Resume:
Kelly Brooks
Boca Raton, FL 33494
Mobile Phone: 973-***-****
SENIOR LEADER IN STRATEGIC AND TACTICAL MEDIA DISCIPLINES
Successful media professional with over 15 years of experience leading cross-functional media teams; Launching new products to the marketplace; Managing key account relationships and large-scale projects
Professional Highlights
Hands on knowledge of all major media channels; General market television (local & national), DRTV, radio, digital, print and direct mail
Exceptional client services and presentation skills, including, presenting to senior management; and representing senior management in discussions with media partners
Extensive client interaction and staff development experience
Creative/strategic planning/buying experience
Strong media negotiation skills; experience purchasing TV, Radio, Print
Positive, energetic leader within team
Impressive analytical skills
Excellent project management skills and ability to collaborate cross functionally
Proven expertise in building internal and external relationships
Detail oriented with proven ability to multitask and organize
Proven expert in Direct Response Media
Professional Experience:
Zimmerman Advertising: Associate Media Director, April 2010-Present
Overview:
Develop and implement Brandtailing media strategies and goals to match sales/marketing directives. Brandtailing is a trademark of Zimmerman advertising that basically utilizes a platform of branding while driving retail sales today.
Accounts: Boston Market, Party City, Ashley Furniture Homestores, Captain D’s and Firehouse Subs.
Daily Responsibilities:
Worked with internal management to develop media plans that drive retails sales while building brand awareness
o Create/Present presentations to client and internal management
o Maintain/Create flows
o Research and present demographic/geographic customer profiles for clients
o Research and present competitive information for clients
Build and maintain relationships with existing and new clients
Analyze campaign performance to understand results and improve ROI
Effectively managed planning team members
Worked closely with buyers to ensure media objectives are met
Burlington Coat Factory: Media Director, Jan 2007- April 2010
Highlights:
Successfully driven our national media upfront to deliver higher GRPs, better r/f in higher rated, higher demand programs while lowering out of pocket costs by 20%.
Opened more than 100 stores in the past three (3) years. Mainstreamed our grand opening process for all stores lowering the average cost by 35% to support each store while effectively driving higher traffic.
Worked successfully with a trade company to reduce our cash layout on media. To date I have moved over $10 million in trade dollars.
Developed an in-house media team capable of purchasing all local media (TV, radio, print etc). This new team secures media at costs 40% lower than our previous external agency. Estimated annual savings of our in-house buying department is approx $2-3MM.
Daily Responsibilities:
Develop and implement awareness media strategies and goals to match sales/marketing directives
o Oversee $80MM media budget
o Work with various media including; local and national; broadcast (television & radio), print, magazine, ROP, digital and Insert media
Maintain, develop and set processes for working with all external vendors (agencies and sales reps)
Research customer demographics, market trends, and growth potential in addition to competitive information.
Effectively manage and oversee daily efforts and responsibilities of planning/buying team members
Work closely with buyers and planners - to ensure media objectives are met
Direct corporate communications of all media activities
Co-ordinate all media efforts with creative needs
Review analyze sales data against media activity
Create/present Power Point presentations for executive management
o Marketing/Media Strategies
o Sales results related to marketing/media efforts
o Testing and expanding new marketing/media efforts
Grey Direct: Associate Media Director, 2005- Jan 2007
Responsibilities:
Worked with account executives and clients to determine media goals and develop smart, well executed media plans
Strategic planning and implementation for direct marketing programs
Developed media neutral plans to suit client objectives for both lead generation and branding (GRP) goals
Analyzed and reported campaign performance to understand results and improve ROI
Effectively managed planning team members
Supervised product and client budgets
Managed external vendors (partnership agencies and sales reps)
Worked closely with buyers to ensure media objectives are met
Clients include: Aetna, Liberty Mutual, Orbitz, Super 8 and Days Inn
OMD Media: Group Media Director & Broadcast Director, 2003- 2005
Responsibilities:
Planning:
o Worked with clients to determine marketing/media goals and develop media neutral plans to meet objectives
o Oversaw agency counterparts to ensure strategic integration of communication efforts including IT, telemarketing and database management
o Media management and direction of the strategic planning and implementation for direct marketing programs
Developed media neutral plans to suit client objectives for both lead generation and branding (GRP) goals
Worked with all media types - broadcast, print, alternative media and digital
Analyzed and reported campaign performance to understand results and improve ROI
daily, weekly, monthly and quarterly reports to management and clients
o Effectively supervised planning team members
o Managed product and client budgetary responsibility
o Partnered with Media Director on new business opportunities
o Managed external vendors (partnership agencies and sales reps)
Buying:
o Negotiation and implementation of national, local, and syndication broadcast programs for both lead generation and GRP branding objectives
o Effectively managed and oversaw daily efforts and responsibilities of buyers
o Managed and maintained all broadcast budgets
Optimized all broadcast media to ensure delivery of established goals including review of daily, weekly, monthly, quarterly media reports and budget reports
Clients included: DirecTV, Tap Pharmaceuticals (Prevacid), Merck (Vytorin and Zetia), Eli Lilly (Strattera), Liberty Medical, New Century Mortgage (Home123), AIG Auto Insurance, Lowes Home Improvements, Citibank, Travelocity and others
The Direct Network: Sr. Account Director, 2002 – 2003
Responsibilities:
Primary client contact including all written and verbal communication
Partnered with clients to determine marketing/media goals and develop smart, well executed media plans
Strategic planning and implementation for direct marketing programs
o Developed media neutral plans to suit client objectives for both lead generation and branding (GRP) goals
o Worked with all media types - national and local, broadcast, print, alternative media and digital
o Analyzed historical promotional performance to understand trends in the business
Effectively managed and oversaw day-to-day efforts and responsibilities of 6 team members
o Product and client budgetary responsibility
o Daily, weekly, monthly and quarterly reports to management and clients
Clients included: American Satellite, CrediClear, PetRX, Harry & David, Silkies and others
Ellentuck & Springer: Vice President Media, 1992 - 2002
Responsibilities
Managed and directed all daily agency operations including; accounting, new business etc.
Effectively managed and oversaw efforts and responsibilities of staff
Primary client contact including all written and verbal communication
o Set milestones and deadlines for tracking implementation.
o Set guidelines and schedules for campaign implementation
Researched demographics, market trends, and growth potential. Assess strengths, weaknesses, opportunities, threats and competition.
Supervised all media negotiation and program placement based on client goals, budget and broadcast industry
Client liaison with creative department
Analyzed historical promotional performance to understand trends in the business
Managed all external vendors
Clients included: Garden State Life Insurance, Advanta National Bank, Perrier Group of America, Entrepreneur Magazine, Strong Funds, and others
Areas of Industry Experience:
Insurance
Financial
Travel
Pharmaceutical
Retail
QSR
Collectibles
Package Goods
Education: - Bachelor of Arts in Advertising
Mercer County Community College
Kendall University
Additional Certifications:
Business Fundamentals (US)
References available upon request
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