Optimum Media Direction (OMD USA)

October 2021 - May 2023

Account: Wells Fargo

Company Website: www.omd.com

 

With a tagline of “Better decisions, faster” and more than 13,000 people working in over 100 countries, OMD is the world’s largest media agency network and a people-obsessed, outcomes-focused business that applies evidence and data-driven insights, combining empathy and inclusion, to drive performance and growth.

I began my tenure at OMD as an Associate Manager in the Marketing Science division in October 2021, providing Wells Fargo with data analytics expertise across three lines of business. My role was primarily to connect quantitative media data and digital media best practices to develop findings and optimizations that drove business growth across the Wells Fargo ecosystem.

After being promoted to Manager during June 2022, I directed omnichannel measurement and reporting for a variety of Wells Fargo Consumer and Small Business Banking (CSBB) campaigns. My primary responsibilities include leading brand lift study setup and readouts, benchmark ideation, pixel implementation, media reporting, people management, and additional senior-level analyses pertaining to full-funnel measurement.

Manager, Marketing Science (Jun. 2022 - Present)

Account: Wells Fargo

Lines of Business: Consumer Lending Group, Consumer Banking, Small Business Banking & Digital Tools

  • Managed 3 lines of business with 4 direct reports, leading all quantitative responsibilities such as brand lift study setup and readouts, benchmark ideation, pixel implementation, and media reporting across multiple full-funnel campaigns.

  • Created and upheld an internal Hive project management system deployed across 5 teams, resulting in stronger cross-functional collaboration and expediting reporting and campaign maintenance tasks using business process design.

  • Partnered with leadership on advanced measurement projects multi-touch attribution, A/B testing, multivariate testing, MMM, and comparative analyses regarding audiences and media channels to aid business planning and further determine budget allocation.

  • Directed training of 8 team members on media foundations, data processes, client relationship skills, and business best practices.

Skills: Advanced Microsoft Excel, Brand Lift Study Setup and Readout, Client Relationship Management, Client Presentation, Dynata, Facebook Ads (Meta for Business), Data Reporting and Optimization, Data Interpretation, Google Marketing Platform (Campaign Manager 360, Display and Video 360, Looker Studio, Search Ads 360), Hive Project Management, JIRA, Media Planning, Microsoft 365 (Excel, Outlook, PowerPoint, SharePoint, Teams Visio), People Management, Snapchat Ads, Tableau, Trello

Associate Manager, Marketing Science (Oct. 2021 - Jun. 2022)

Account: Wells Fargo

Lines of Business: Consumer Lending Group, Small Business Banking & Digital Tools, Wealth & Investment Management

  • Maintained granular Tableau reporting and data visualization across 5 campaigns, providing bi-weekly insights and optimizations pertaining to target audiences, media channel selection, pacing, and macro-level trends to raise brand consideration metrics.

  • Supervised execution of campaign setup projects, working with analytics enablement teams to monitor downstream conversions using CM360 floodlights and granting optimization capabilities for particular target groups using DSP and Social pixels.

Skills: Advanced Microsoft Excel, Client Relationship Management, Client Presentation, Facebook Ads (Meta for Business), Data Reporting and Optimization, Data Interpretation, Google Marketing Platform (Campaign Manager 360, Display and Video 360, Search Ads 360), JIRA, Media Planning, Microsoft 365 (Excel, Outlook, PowerPoint, SharePoint, Teams Visio), Tableau