Jump to case studies to see examples of my marketing strategy experience at work, including go-to-market planning, audience segmentation and brand & channel marketing plans.
Media & Investment
- Managed multi-million ($) annual budgets for large ad clients
- Specialized investment in digital channels including Social, Display, Mobile and Programmatic
- Skilled in vendor negotiations, RFP vetting and media billing & reporting processes
- Hands on technical implementation of all tracking and ad-serving tags (creative tags, research tags, conversion pixels & container tags, mobile SDK implementation) aka “Ad Ops”
- Capable of executing digital media buys via self-serve platforms such as Facebook, LinkedIn, Google
Marketing Measurement
- Formerly a Director of advertising effectiveness products at Nielsen
- Analyzed campaign results via Nielsen Audience Verification Studies (Digital Ad and Content Ratings) and creative testing studies (Nielsen Brand Effect) to measure brand attribute and consumer behavior lifts
- Versed in campaign measurement concepts such as conversion attribution & data clean rooms and have worked in a various set of analytic tools and data sources
- Contributed to the execution of Multi-Touch Attribution, Market Mix Modeling, Brand Sales Lift Studies
Case Studies
Go to Market Experience
As a Product Manager at NIQ, I played a pivotal role in the go-to-market planning for the launch of a new Health & Wellness product vertical. Collaborating with leaders in sales, finance and marketing, I helped ensure that we develop a clear plan for expansion after our acquisition of tech partner Label Insights.
- GTM Planning & Execution
- Market Positioning and Pricing
- H&W Analytics Product Development
Personal Marketing Projects
As part of a personal project to launch a new eCommerce Golf Company, I have been integral to the strategic brand formation and marketing aspects of the company.
>> The First stage of planning included understanding audiences and the market environment. This included analyzing total obtainable market opportunities, consumer research and competitive landscape analysis.
>> I produced a high level marketing channel framework for eCommerce which the company is using to drive Go-To-Market Approach and future marketing efforts.
>> Spearheaded product design and style direction and apparel branding concepts.
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