Alia Ishak
Glen Cove,USA
Summary
Results-driven professional with extensive experience in leadership and strategic oversight. Adept at driving organizational success through effective team collaboration and dynamic problem-solving. Recognized for adaptability and keen focus on achieving objectives.
Overview
2025
2025
years of professional experience
Work History
Associate Director, Audience Strategy
Freelance Contractor
- Work within client teams to identify all audience opportunities on annual and campaign briefs
- Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.
- Collaborate with strategy teams to identify the need for any custom research via the wider analytics team to support audience segmentation
- Support cross-functional teams to access the appropriate data, tools and systems to allow them to plan against specific audiences and ensure synergy of audience strategy
- Assist partnerships and digital activation teams in identifying opportunities to use data / media owners to buy specific audiences in media
- Ensure that a clear and holistic audience strategy is activated across all channels
- Collaborate with BI leads to identify the right measurement approach as it relates to audiences
- Partner with ops teams to create and implement custom or 1st PD audiences across addressable media channels
- Work with clients to ensure their 1st party data is part of the the overall audience strategy
- Identify and consult on the adtech and martech platforms that clients are leveraging and work to find ways to connect these to the media recommendations as part of campaign responses
Audience Strategy Senior Manager
Starcom
04.2023 - 03.2024
- Inform marketing strategies by providing an understanding of DIRECTV’s audience, business goals, and trends which translate to actionable audience related recommendations
- Conduct both qualitative and quantitative research among DIRECTV’s target audience to support the creative development process for growth and product marketing
- Work with Advanced Analytics team to produce audience views that integrate perception and behavior
- Define critical metrics and KPIs for content performance that are aligned to the overall content strategy and goals
- Enhanced competitive positioning by conducting in-depth industry analysis and identifying key trends.
- Led cross-functional teams to achieve project milestones and deliver high-quality results.
- Provided strong leadership to enhance team productivity and morale.
Decisions Sciences/Connections Manager
Starcom
06.2021 - 04.2023
- Collaborate with global performance marketing channel and media buying strategy leads to develop strong business objectives and media plans to maximize campaign KPIs and brand ROI for AbInBev business
- Work closely with the VP & EVP in the development and communication of all media recommendations
- Primary driver of marketing effectiveness across global and local markets through a mix of learning-agenda strategies, testing opportunities, analytics, and creative efficacy solutions
- Day-to-day steward on media issues for assigned brands
- Fully embrace connections that captivate and use as guiding principles for all media/communication recommendations
- Collaborate with performance marketing channel leads to create and develop playbooks & media guidelines for local media teams
- Assist in forecasting of JBP budgets, as well as, contribute to prioritization of marketing spend to ensure optimal allocation of media dollars
- Enhanced competitive positioning by conducting in-depth industry analysis and identifying key trends.
Audience Strategy Manager
Essence Global
09.2019 - 05.2020
- Work with performance marketing channel leads and media buying strategy leads to determine appropriate campaign audience segments
- Provide research, analysis and insight generation by analyzing cookie-level data in an online media plan/ buy environment
- Develop actionable insights through hard science that would provide decision support for media specialists
- Build, test and activate most powerful audience segments containing high value/ volume targets to maximize returns on ad spending by utilizing demographics, psychographic, and contextual traits and find look-alike targets through use of partners and tools
- Perform audience analytics to optimize media delivery through identification of best Geo-location and time of exposure/ time to conversion via study of audience behavior
- Develop dashboards and present results and insights to internal and external clients
Marketing Science Manager
Omnicom Media Group
01.2019 - 09.2019
- Work with performance marketing channel leads and media buying strategy leads to develop strong business objectives and media plans to maximize campaign KPIs
- Generate insights to maximize campaign KPIs and business objectives by analyzing effectiveness of digital media in conjunction with identifying trends across all channels
- Partner with multiple teams to build acquisition funnels and develop a measurable marketing plan
- Assist in forecasting of budget, as well as, contribute to prioritization of marketing spend to ensure optimal allocation of media dollars
- Optimize campaigns by analyzing data sets and targeted audience groups
- Provide strategic creative analysis on various creative rotations and copy
- Anticipating client’s needs and proactively developing solutions to address them
- Ensuring timely follow through on all scheduled and ad hoc deliverables
- Generating and communicating clear, compelling and actionable insights; constructing insightful narratives through sophisticated analytic techniques
- Recommending and implementing research that will aid in the consumer insight gathering and strategic process
- Providing thought leadership of ad-tech and measurement technologies
- Identifying opportunities to continuously improve processes
- Presenting reports, POVs and other materials to clients on a regular basis over the phone and in person
Marketing Analytics Manager
Publicis One Team
11.2017 - 01.2019
- Analyzed effectiveness of digital media for a leading financial institute using last-touch and multi-touch attribution, site behavior, and cookie-level analyses
- Led automation of weekly reporting across 7 brands in collaboration with backend developer
- Managed and trained team of two analysts
- Worked with management and outside network managers to establish and build strong relationships with affiliate partners to increase our ability to optimize effectiveness of each program and identify new opportunities
- Perform regular analyses of publisher and campaign performance as measured against budget
- Identify opportunities as well as proactively communicate tracking or other potential issues that appear in the data
- Analyze back-end performance for affiliates and sub-affiliates to ensure quality of traffic is maintained
- Manage profitability against success metrics
- Work closely with all internal teams and external vendors to develop and implement marketing launches and ongoing testing
- Utilize effective problem-solving skills to overcome both internal and external challenges
- Analyze campaign activity to ensure affiliate partners deliver the best ROI
- Analyzed campaigns using various KPI metrics such as CPA, CPM, CTR, CPPV
- Contributed to the development of digital marketing timelines and campaign strategies to successfully grow consumer engagement, and an overall digital vision for multiple brands
- Worked closed with SEO, SEM and Social channels to ensure optimal results cross-channels
Marketing Coordinator
1800Flowers
11.2015 - 11.2017
- Manage all aspects, end-to-end, of a partnership including agreements and invoicing
- Identify and recruit new partners and actively manage the pipeline of potential partners
- Maintain relationships with current affiliate partners
- Develop and monitor affiliate promotions
- Manage daily, weekly, and monthly reporting – communicate performance of the program and publishers and recommend improvements
- Focus on creative testing, messaging and positioning
- Analyze campaign activity to ensure affiliates deliver the best ROI
- Manage and maintain marketing calendars and schedules
- Manage the affiliate budget, including commission and budget spend
- Identify and implement new campaign ideas, incentives and bonuses to grow the affiliate program
- Monitor and report on competitors’ affiliate campaigns and promotions
Marketing Coordinator
Sleepy’s
01.2012 - 11.2015
- Coordinate room set up for meetings; presentations and refreshment set up
- Anticipate upcoming needs and workload of the Senior Director of Marketing and Marketing Manager
- Assisting with local marketing event needs (i.e
- Logistics of creating and producing event signage, marketing materials and giveaways)
- Act as a liaison with vendors to manage production and shipments of printed materials (i.e
- Signage, marketing materials, giveaways)
- Process vendor and sponsorship invoices; manage estimate/invoice tracker and communicate to vendors on outstanding invoices
- Compile and track all creative requests for the advertising department
- Act as a liaison with the finance department to ensure that invoices are processed and paid in an efficient and timely manner
- Generate external and internal surveys using Survey Monkey
- Analyze campaign success by analyzing coupon code success
- Experience in managing large regional events (Metro NYC)
Education
Masters of Business Administration -
Hofstra University
05.2023
Bachelor of Business Administration - Finance
Hofstra University
12.2013
Bachelor of Business Administration - Marketing
Hofstra University
12.2013
Skills
- A/B Testing
- Data Analysis Expertise
- Performance-Based Marketing
- Content Development Strategy
- Datorama Expertise
- Kantar Market Research
- Geolocation Marketing
- Strategic Media Planning
- MRI Simmons Analysis
- Data Visualization Expertise
- Third-Party Survey Analysis
- Strategic Thought Leadership
- Competitive Trend Analysis
- Experience with YouGov
- Data-Driven Decision Making
- Effective Project Oversight
Timeline
Audience Strategy Senior Manager
Starcom
04.2023 - 03.2024
Decisions Sciences/Connections Manager
Starcom
06.2021 - 04.2023
Audience Strategy Manager
Essence Global
09.2019 - 05.2020
Marketing Science Manager
Omnicom Media Group
01.2019 - 09.2019
Marketing Analytics Manager
Publicis One Team
11.2017 - 01.2019
Marketing Coordinator
1800Flowers
11.2015 - 11.2017
Marketing Coordinator
Sleepy’s
01.2012 - 11.2015
Bachelor of Business Administration - Finance
Hofstra University
Bachelor of Business Administration - Marketing
Hofstra University
Associate Director, Audience Strategy
Freelance Contractor
Masters of Business Administration -
Hofstra University
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