The University of Connecticut

Media Director at Mediassociates

Milford, Connecticut

- Oversee portfolio of accounts in Healthcare, Higher Education and CPG verticals•	Build and present strategic and tactical recommendations that are grounded in data and analytics, as well as a deep understanding of clients’ business and marketing objectives•	Accountable for delivering specific full-funnel business goals and ROAS•	Design testing approach to identify growth opportunities•	Work with internal activation, ad ops and analytics teams to provide seamless campaign management and execution•	Execute publisher-direct OTT, digital, audio, print and OOH buys •	Support business development team in preparing new business pitch materials•	Manage team of six in career development

Mediassociates

Media Director

- Strategic cross-channel media planning to deliver on the communication goals and business objectives of the Subway brand nationally in the US•	Oversaw execution of media across all Video (Linear TV, FEP, Connected TV,, Advanced TV, Online Video), Terrestrial and Streaming Audio, Digital/Mobile/Programmatic, Social, Search and Print•	Led performance-based digital marketing efforts to meet aggressive e-comm, app and loyalty acquisition and retention goals•	Spearheaded media measurement approach, including implementation and ongoing management of MMM and MTA, geolocation attribution, mobile app attribution and brand lift studies•	Activated strategic audience segments via 1st and 3rd party data, shifting away from demographic targeting and increasing share of investment toward addressable channels•	Led North American creative + media agency review from media perspective and successfully transitioned agencies under a significantly truncated timeline•	Designed and implemented a test and learn agenda and measurement framework – set objectives, identified meaningful KPIs and determined best macro and micro measurement solutions to answer key questions

Subway

Sr. Marketing Manager, Media

- Accounts include Aetna, Tempur-Pedic, Destination XL Group, Gentiva Health Services, L’Oreal Garnier, USAA, Bayer and NetZero, among others• Accountable for overall planning, presentation and execution of multi-channel campaigns on all assigned accounts• Combine general market strategies and direct response buying tactics to deliver both efficiency and awareness against target audience• Develop cohesive media strategies across TV, Radio, Print, Digital and Outdoor platforms• Participate in Upfront marketplace for Broadcast and Cable TV, as well as Network Radio• Perform decision-support analysis for quantitative and qualitative evaluation of media vehicles and opportunities• Generate in-depth analysis of campaign results on an on-going basis (pre, mid and post) in order to identify actionable insights and implement optimizations• Prepare pitch documents for new business opportunities• Supervise and mentor junior Media Strategy staff, providing clear plans for growth and development

Media Partnership

Associate Media Strategy Director

Media Stategy Supervisor

- Oversee off-line media planning efforts for 20+ active advertising campaigns, including multicultural efforts; Budgets totaling $20 Million per year. •	Increased spend by 21% in one year, while increasing lead volume by 55%.•	Engage in strategic/tactical market planning to create high-impact, integrated marketing programs to increase market share in support of growth strategy.•	Drive B2B strategy in support of brand and develop go-to-market plan including in-house print media buying for trade publications.•	Expert in DRTV, including national broadcast, cable, satellite, spot market, local cable and per inquiry advertising.  •	Integrate campaigns across broadcast, print, digital, direct mail and non-traditional channels.•	Manage several advertising agencies, for both national and local campaigns.•	Hire, train and supervise Assistant Media Manager.•	Provide reporting and recommendations to executive team for the allocations of marketing funds.•	Maintain perspective on competition in both the B2C and B2B markets.

Amy Bytell