ALISON SWIFT

· Direct cross-functional media operations with internal teams and external AORs, aligning brand objectives with tactical media execution and driving continuous improvement in overall acquisition.

· Build and present media performance reporting to executive leadership, translating complex data into simple, actionable insights to inform and guide strategic decisions.

· Continually identify growth opportunities beyond current strategies and build business cases for necessary resources.

· Implemented continuous and aggressive testing strategy to enhance campaign and CRO efficiency and scalability.

o Leverage extensive A/B testing for on-going and sustainable growth (creative, targeting, channel, vendor, landing page, etc.)

· Maintain agile media plans to respond flexibly to market trends and consumer behavior.

· Focused on performance analytics (KPI development, ROI, CPA, CVR, etc.) for optimization

o Achieved 2:1 ROAS in first 90 day member contribution and 6:1 ROAS over member lifetime

o Increased overall site CVR by 10%+ despite operational challenges.

· Forecast application and member growth on yearly, monthly, and market-specific bases to inform and guide marketing, operational, and revenue goals.

· In close collaboration with Analytics, lead media and CRO performance measurement using GA4, Ekimetrics, Optimizely, and vendor reporting

· Ensure member experience is consistent and efficient from first-touch to conversion.

· Collaborate with brand and creative teams to develop engaging and effective content, messaging, visuals, etc.

· Work closely with product, engineering, & legal teams on the rollout of new functionality, services, promos, compliance, etc. to drive acquisition

· Overee media management across all LOBs, ensuring growth for B2C, B2B, and University segments.

· Cultivated relationships with key client stakeholders, enhancing satisfaction and retention.

· Scaled partner contract and SOW by over 1000% in monthly spend.

Successfully re-engaged a former Primer client for the 2021 holiday season campaign.

· Drove strategic initiatives across accounts, ensuring alignment with client needs and exceeding objectives.

· Oversaw execution of ad operations, account insights production, analysis, and reporting.

· Facilitated client expansion into new markets across the US and internationally.

· Supported partners in rebranding and messaging hierarchy development.

· Managed full creative process from brief development to final design, ensuring effective branding.

· Oversaw & participated in the full creative process - from brief development to final design to ensure the most effective & on-brand ads

Creative quality is such that a partner leveraged a digital video for use in an OOH campaign – a partner and agency first!

· Managed the scope of service agreements to maintain established account margins while still providing exceptional services

· Lead the exploration & implementation of audience-specific resources to inform & improve targeting across platforms post-iOS14.5

· Developed research-based insights to inform brand and omni-channel strategies throughout campaign processes.

· Expanded agency services from PR-focused to full-service, including digital, paid media, and branding.

· Spearheaded agency entry into media planning and buying, establishing processes for new practice.

· Provided comprehensive analysis of company, competitive, cultural, and consumer landscapes for new business pitches.

· Contributed to significant wins generating over $2MM in agency revenue.

· Leveraged quantitative and qualitative research to derive actionable insights on consumer behaviors and trends.

· Established and led measurement processes for all agency and client campaigns.

· Managed strategy across paid, earned, and owned channels, ensuring alignment with client goals.