The client was a startup launching a health‑tech wearable with a $200k media budget and no brand awareness.

Create a high‑impact media plan that maximized reach among health‑conscious millennials while staying within budget.

Conducted secondary research to define target personas, used audience‑segmentation tools to pinpoint high‑density digital channels, negotiated CPM rates with programmatic partners, allocated 60% to social video, 30% to display retargeting, and 10% to influencer micro‑campaigns. Built a phased rollout calendar to test creatives and shift spend to top‑performing placements.

Achieved 1.8M impressions, a 3.2% click‑through rate (20% above industry benchmark), and generated 12,000 qualified leads within six weeks, staying 5% under budget.

While managing a seasonal fashion campaign, the brand wanted to experiment with TikTok to reach Gen Z shoppers.

Incorporate TikTok ads without disrupting the existing TV and digital mix and ensure brand consistency.

Collaborated with the creative team to produce short‑form video assets, set up a TikTok Business account, used the platform’s Spark Ads feature to boost organic content, and allocated 8% of the total media spend. Established weekly syncs with the media buying agency to align reporting dashboards and adjusted flight dates to avoid overlap with TV spots.

TikTok generated a 4.5% engagement rate, driving a 15% lift in website traffic from Gen Z and contributed an additional $250k in sales, exceeding the pilot goal by 30%.

Negotiating a national TV spot for a consumer electronics client during prime time, with a fixed $1M budget.

Secure premium inventory at a lower CPM while maintaining desired reach.

Leveraged historical spend data to benchmark rates, presented a multi‑year commitment proposal, bundled digital companion spots, and used a competitive tender process to create leverage. Requested value‑add placements such as bonus spots and audience extensions.

Reduced CPM by 12%, secured two bonus spots, and achieved the target reach 5% ahead of schedule, saving the client $120k.

A Q3 digital display campaign for a travel brand was delivering low viewability and high CPM after the first two weeks.

Reallocate spend to improve efficiency and meet ROI targets.

Analyzed real‑time reporting, identified low‑performing placements, paused under‑performing sites, shifted budget to high‑performing programmatic exchanges, introduced frequency caps, and refreshed creative assets. Communicated changes to the client with revised forecasts.

Improved viewability by 28%, reduced CPM by 18%, and increased conversion rate from 1.2% to 2.0%, bringing the campaign back on target for ROI.

Tasked with reporting on a six‑month integrated campaign for a beverage brand across TV, digital, and out‑of‑home.

Develop a measurement framework that attributes sales lift to each channel.

Implemented a mixed‑media attribution model combining MMM for TV, incrementality tests for digital, and geo‑matched OOH data. Prioritized KPIs: Reach, GRPs, CPM, CPC, view‑through rate, and sales lift percentage. Used dashboard tools to visualize cross‑channel contribution and presented insights to senior leadership.

Identified that digital contributed 45% of sales lift, TV 35%, OOH 20%, enabling the client to reallocate 10% of next year’s budget toward high‑performing digital tactics.

During a summer promotion for a streaming service, early data showed low engagement on mobile display ads.

Increase mobile engagement without exceeding the allocated budget.

Segmented audience by device, discovered that carousel ads outperformed static banners by 35% CTR. Re‑allocated 20% of mobile display spend to carousel formats, introduced dynamic creative optimization, and set up automated bid adjustments based on real‑time performance thresholds.

Mobile CTR rose to 2.8% (up 40%), cost per acquisition dropped 22%, and the campaign exceeded its subscriber acquisition goal by 12%.

Launching a new snack product, the media team needed 15‑second video assets for programmatic and TV placements.

Coordinate with the creative agency to deliver assets that met technical specs and brand guidelines on a tight timeline.

Created a detailed media brief outlining specs, audience insights, and placement requirements. Held a kickoff call with creative leads, set up a shared project tracker, scheduled iterative review checkpoints, and provided quick feedback on drafts. Ensured final assets passed compliance checks for both TV and digital standards.

All assets were approved two days ahead of schedule, leading to a seamless launch that achieved 98% on‑time media delivery and contributed to a 10% sales uplift in the first month.

Prepared a multi‑year, cross‑platform media roadmap for a national retailer seeking digital transformation.

Convince C‑suite executives of the strategic shift and budget reallocation.

Simplified the deck into three sections: business objectives, strategic media mix, and financial impact. Used visual analogies (e.g., funnel diagram), highlighted key KPIs with traffic lights, and included a ROI calculator demo. Anticipated questions and prepared data‑backed answers. Conducted a rehearsal with the media team to ensure concise delivery.

Secured approval for a $5M incremental digital spend, with executives praising the clarity of the presentation and the projected 8% increase in overall sales.