University of Florida

Florida State University

Society for Techncial Communication

Nackey S. Loeb School of Communications

Cours Municipaux d'Adultes

Media Director at EVR Advertising

•	Set media strategies across all business channels (retail, brand, product, regional marketing) for our vertically integrated cannabis company.
•	Execute media buys across traditional, digital, endemic, and other channels
•	Collaboration with internal and external stakeholders
•	Manage media relationships and contracts
•	Media measurement strategies and optimization

Curaleaf

Director, Media Strategy

•	Media planning and buying for all 15 client accounts across the healthcare, energy, and education sectors, utilizing digital, programmatic, CTV-OTT, TV/cable, radio/digital audio, print, and OOH/DOOH media channels 
•	Managed and strategically implemented budgets ranging from $15K to $650K
•	Analyzed KPI dashboards to track a variety of metrics, including click-through rates, form engagement, conversion rates, and A/B test results, collected from Google Analytics and DCM
•	Developed targeting strategies, such as geotargeting, demographics, and HHI, while continually evaluating performance to optimize as needed
•	Created content for blogs and social media pages 
•	Led a team of 3 including a Media Coordinator, Digital Marketing Manager, and Data Analytics Coordinator
•	Generated reports for the Accounting Department reconciling quarterly media expenditures against estimates
•	Negotiated approximately $250K in incremental business from a key client as part of their expansion
•	Oversaw the revision of media plans due to the impact of COVID-19, stressing flexibility to both team members and clients and enabling a strong 2020 performance by developing new campaigns  
•	Wrote and negotiated COVID-related terms and conditions documents to address lost media placements, client approval of placements, commissions, planning fees, and minimum quarterly expenditures

EVR Advertising

Media Director

•	In this Start-Up company, I Implemented marketing and branding solutions for multi-state operators and independently owned dispensaries in the cannabis, CBD, and hemp industry, including Curaleaf, with a focus on designing pitches to drive business in a rapidly expanding market and gaining an in-depth understanding of media vendors and relevant regulations
•	Analyzed CTR, e-commerce sales, and partner-provided data, and reviewed reports from the ad-ops team to optimize buying strategies via programmatic, DOOH, traditional, and experiential media planning and placement
•	Oversaw B2C and B2B advertising strategies, emphasizing relationship development and distribution
•	Ensured compliance with state and federal advertising regulations for cannabis, CBD, and hemp products
•	Led a deep-dive research project into drug store, grocery store, and CPG publications to target B2B customers for CBD corporate sales

Toasted Collective

Vice President of Media Services

•	Served as a Content Consultant, creator, writer, and photographer for The Culture Trip, Paris
•	Published under the following categories: Food, Art, Design, and History, with an emphasis on architecture, wine, street art, museums, current exhibitions, and Parisian Doors
•	Conducted an interview and photo session with world-renowned street artist Christian Guémy (street name C215) in December 2015
•	Website: http://theculturetrip.com/europe/france/paris/

Sample articles:
http://theculturetrip.com/europe/france/paris/articles/25-strikingly-beautiful-parisian-doors-and-the-history-behind-them/
http://theculturetrip.com/europe/france/paris/articles/the-renzo-piano-method-insights-into-a-dazzling-mind/
http://theculturetrip.com/europe/france/paris/articles/an-interview-with-paris-street-artist-c215/
http://www.theculturetrip.com/europe/france/paris/articles/beaujolais-nouveau-understanding-the-french-love-of-young-wine/
http://www.theculturetrip.com/europe/france/paris/articles/five-mind-blowing-multidisciplinary-places-in-paris/

The Culture Trip

Content Consultant

•	Performed the above tasks for these organizations: The Culture Trip, Mama Loves Paris, Fiddlehead NH (Magazine), Culture with Travel, Virtual Ad Club
•	Focus on travel, architecture, restaurants, lifestyle, fashion, guides to living local in Paris, France and in New Hampshire. Interviewed famous street artists and architects.
•	Published with WordPress

Various Companies

Content Creator, Contributing Writer, Freelance Writer, Photographer, Editor

•	Led a team of 4, including 3 Buyers and 1 Analytics Manager in media planning and placement with various TV, radio, digital, and print sources, as well as digital analytics, such as post-buy analyses and review of Nielsen and Arbitron data
•	Purchased TV and radio spots across the United States for Charter Spectrum and Business with contract values ranging from $20K to $350K and a quarterly volume of up to $25M
•	Collaborated with the Vice President of Media Services, the Accounting Department, and company senior leadership to develop and execute media plans
•	Designed and delivered presentations to clients, including C-level executives
•	Negotiated retransmission agreements and added value clauses
•	Managed accounts, including completing quarterly TV posts and monthly billing
•	Handled logistics for the transition from Nielsen to comScore and Rentrak TV ratings systems
•	Utilized the Strata/Freewheel software to execute media purchases

Cooper-Smith Advertising

Senior Media Director and Buyer

•	Managed the buying of TV, radio, cable, print, and online media spots for Charter Communications across the East Coast, as well as for multiple small Boston and New Hampshire based accounts using the Strata/Freewheel software and totaling ~$10M per quarter
•	Analyzed Nielson and Arbitron ratings, both current and historical, to inform spot selection
•	Conducted post-buy analyses to ensure effectiveness of ads and make adjustments as needed
•	Supervised the implementation of retransmission agreements for Charter across the eastern region of the United States
•	Implemented Arbitron and Nielsen contracts for the agency
•	Collaborated with other Media Buyers, the Media Director, Account Managers, the Accounting Department on execution strategies for the media plan
•	Managed a billing assistant responsible for invoicing on all accounts
•	Promoted from Media Buyer to Senior Media Buyer in April 2009

Davis Advertising

Senior Media Buyer

•	Account Management, with 30+ spot TV stations across the country
•	Negotiated quarterly deals, including value adds, with top agencies in the Greater Boston area, including Hill-Holliday, Arnold, Mullen, and Rubin Postaer and Associates for major automotive, food service, and technology companies with contract values ranging from $150K to $3M

CoxReps

Account Executive

•	Negotiated TV and cable spots in top markets, including NY, LA, Seattle, Cleveland, Pittsburgh, Raleigh, and Minneapolis, utilizing the Strata/Freewheel system and SBMS, maintaining and reconciling all buys
•	Assisted with the development, documentation, and implementation of policies and procedures for the new media buying department
•	Mentored junior staff regarding the principles and best practices of media buying

Time Warner Cable Direct

Media Buyer

•	Purchased TV and radio airtime in Dallas and Pittsburgh on behalf of Paramount Movies with contract values ranging from $200K to $1M
•	Placed :60 radio and :30/:15 TV ads for movies including Vanilla Sky, Jimmy Neutron, and Zoolander
•	Carefully timed spots, including the frequency with which their aired, accordingly to data-derived timetables based on time left to opening weekend
•	Managed budgets that increased or decreased based on timing and the level of success of the movie in theaters over time

Spark Foundry

•	Negotiated TV and radio spots in top markets, including Seattle, Portland, Cleveland, and Pittsburgh, with sales firms, as well as directly at the station level with Local Sales Managers and General Sales Managers, with deals ranging from $150K to $3M
•	Trained 15 Buyer’s Assistants in principles of media buying, including estimating, negotiating, and posting
•	Served as the main point-of-contact between the O&M Local Broadcast Department and Donovan (now Media Ocean)
•	Conducted alpha and best testing on new products
•	Served as the internal software expert for Donnovan Data Systems
•	Served as the Assistant Account Supervisor on the high-profile ONDCP account

Mindshare (and Ogilvy and Mather)

•	Assisted the Senuor Buyer on all aspects of General Motors $100M account in the NY market
•	Assisted with TV buys; invoice reconciliation, and payment
•	Coordinated proprietary client agreements and other paperwork between stations and the agency
•	Purchased TV/Radio in several top 100 markets

Ami Cadugan