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Marketing Budget Management, Collaborative Style

VP, Media Strategy at Klick

• Location: New York City Metropolitan Area · Hybrid
• Duration: Mar 2024 to Apr 2025

Owner, Principal Digital Consultant at The People People (formerly Infinite Connections)

• Location: New York City Metropolitan Area
• Duration: Jun 2005 to Apr 2025
• Description: Providing digital media strategy, digital media activation, research and analytics services to drive more inclusive and representative approaches to connecting with multicultural societies. People are unique, with different concerns and needs from products based on their culture and upbringing. With consumers placing more emphasis on companies' societal impact, it's time to incorporate diversity, equity and inclusion in foundational business and marketing approaches. Our focus is on building strategies, inclusive of creative that mirrors the multicultural society that we all live in. Rather than testing multicultural strategies and siloing DE&I in human resources, the greatest impact will come from embedding it across all departments and within the marketing strategy for your company. Industries of focus include pharmaceuticals, healthcare, fashion, CPG and travel. Previous clients include Verizon Wireless, Estée Lauder, Scholastic, Inc., Wounded Warrior Project.

Adjunct Instructor at New Jersey Institute of Technology

• Location: Newark, New Jersey, United States
• Duration: Jul 2020 to Mar 2024
• Description: Assisting those with a desire to change careers or grow their knowledge around digital marketing. Leading classroom courses focused on the basics of building successful digital media strategies.

Pace University Lubin School of Business Going Virtual Advisory Board Member at Pace University

• Duration: Jul 2020 to Mar 2024
• Description: Serving on the advisory board for Pace's new virtual learning program. Programs focus is to help businesses and prospective employees adjust to a new norm - working remotely. The program also helps to diversify the workforce because the remote learning modules help reach a more diverse group of students.

Executive Director, Digital Media Strategy at Bayer Pharmaceuticals

• Location: Remote
• Duration: Dec 2020 to Nov 2022
• Description: Led the digital media transformation and built pharma’s 1st in-house digital marketing team. Responsibilities included defining Bayer’s digital marketing roadmap, vendor procurement and contract management, developing staffing and resource plans and internal digital marketing trainings. • Increased revenue from digital media 5% YOY from 21 – 26% ($517,660,000) • Defined and hired the 15 person in-house digital media team across three functional areas: strategy, planning and buying and media activation • Reduced partner fees for DSP platforms to keep PHM’s agency rates and secured ~$700,000 annually in value-add media and measurement tools from Pulsepoint, the healthcare DSP • Executed commercial agreements with Bayer-specific rates for major endemic partners (Doximity, WebMd, Medscape and Haymarket) to decrease YOY costs by ~$800,000 • Leveraged partners for value-add creative that drove CTRs of 1.22% vs. 0.12% for AOR creative • Established a learning agenda for cross-functional teams to reduce gaps in digital knowledge • Represented Bayer at conferences and speaking engagements to provide digital thought leadership • Served on the company’s D&I Council while building the most diverse team at the company • Shifted targeting approaches to leverage 1st party data to prepare for cookieless world and changes to mobile targeting • Gained buy-in to launch several new approaches, including programmatic CTV, digital audio, TVTY to connect linear television and paid search and 1:1 paid search HCP targeting • Socialized full funnel, connected digital journeys to develop the right creative for the right person at the right time to assist with shortening the funnel and sales cycle • Negotiated media measurement contracts to drive deeper data analysis, collection and usage