Anastasia Russ

As part of Firm Leadership Team, ran Marketing Department for Witherite Law Group's Personal Injury Law Business across Dallas-Ft Worth, Atlanta and Chicago Markets with the primary objective of driving firm's awareness and ultimately leads

• Functioned as primary driver behind planning and executing traditional and non-traditional media planning/buying, digital channel updates and maintenance, firm promotions, social media, drip campaigns, public relations, and events
• Played pivotal role in Marketing Lead growth of 19% in 2022; at current pacing, 2023 projected Marketing Lead growth is +23% YOY
• Tasked with organization and re-structuring of all Marketing Processes to improve synergies across channels and tactics and collaboration between Marketing Team and other Firm Departments
• Grew Marketing Team from two full-time employees in 2021 to team of eight across three markets by middle of 2023
• Lead for Firm's Agency and Contractor Relationships related to marketing, which included, but was not limited to contract negotiations, strategic guidance, and stewardship of performance as it related to business results
• In 2022, implemented Firm's first formal Marketing Business Reporting Process and Goals
• Principal Member of Expansion Market Planning Team, developing scalable go-to-market strategy to launch Firm in Chicago in Q1 2023.

Served as Publicis Media Groupe Account Lead on Gulf States Toyota (GST) Business, generating strategic media initiatives and managing flow of information as primary conduit between clients and internal and external agency partners

• Worked across entire marketing plan- to advance plan, integrate, and align with Strategic Planning (including Analytics and Data Management Groups), Creative, and Activation Teams and partner those inputs with thoughtful media insights and programs
• Advocated on behalf of both Agency Partners and Client – working to identify gaps and opportunities in Agency/Client Relationship and work across both sides of ‘house' to promote and foster productive working environment to achieve maximum business results
• Publicis Media Agency Lead for GST's Future of Marketing Initiative, guided internal agency stakeholders in fulfillment of strategic projects designed to identify and drive change in how GST goes to market, aiming to achieve their Organizational Goal of increasing share by 2 points by 2023
• Examples of projects included Customer Journey Mapping, understanding correlation between marketing activities and sales results, and analysis of aligning budgets to specific regions/markets based on business opportunity
• Partnered with Publicis Business Operations Team to examine and optimize Planning, Buying, Activation, and Reporting Processes with objective of increasing efficiency and effectiveness in GST's go-to-market approach for 2022.

Reported directly to CXO, was responsible for day-to-day strategic planning, development, and implementation of key National and Regional marketing media strategies and execution through key agency partners

• With marketing & advertising mindset, role required mix of data, technology, analytics, strategy, and measurement experience across media tactics including television, print, OOH, digital (programmatic, custom partnerships), audio, terrestrial radio, social, and SEM
• Responsible for accelerated Agency Review Process, which resulted in moving Media Planning/Buying from incumbent agency to Crossmedia U.S
• Negotiated proposed Year One Agency Fees/Costs down by 15% - covering Media Planning and Buying, Dashboarding, Brand Health Tracking, as well as Multi-Touch Attribution
• Led development of 2020 Initial Customer Journey Messaging Hierarchy to ensure appropriate, relevant messaging would be delivered to target consumers at right time, right place, and right environment based upon their experience with brand
• Served as Client liaison to Creative Agency AOR to ensure consistency, efficiency, and innovation between Content and Media

Part of unique and nimble agency team which was Media Team's representative voice across key campaigns, initiatives, and media channels on Toyota Business

• Provided ongoing collaboration with Senior Peers in Strategic Planning, Creative and Account Service to ensure media had opportunity to help shape and elevate campaign ideas by leveraging media platforms and latest in emerging technology
• Led collaboration between Agency Media and Creative Teams, driving successful media launches of 2019 RAV4, Corolla, Supra, Prius Model, and Toyota Brand Consideration Campaigns
• Spearheaded media/creative coordination that led to unique consumer experiences such as RAV4 Custom Media Program with Uproxx (Winner of OMMA Awards – Best Advertising Promotion 2019) and Supra Augmented Reality Experience with Road & Track
• Developed and implemented new processes to coordinate tracking of creative asset development, usage, allocation, and trafficking by media channel by audience across Toyota key agencies to streamline communication between internal Marketing Teams at Toyota.

Led strategic partnerships in development of proposals for multi-channel digital platforms and inventory management for clients

• Supervised Baylor Scott & White Health account in entrepreneurial environment
• Reduced turn-around time of post-analysis by 10 days across 55 campaigns through new process improvements
• Earned first-place ranking in account planning from senior leadership team, for excellent performance.

Served as internal media expert in planning, analyzing, and developing content for local/national platforms (TV, radio, in-store, print, outdoor, digital) at Snapple, Canada Dry, Clamato, 7UP, and Motts ($80M+ budget)

• Collaborated with external agency partners and MARCOM on timelines and budgets
• Monitored campaign/channel delivery research and performance and mentored staff and direct reports
• Utilized entertainment properties and evaluated opportunities to align with agencies for Snapple and Canada Dry
• Developed training on key media marketing topics: Digital Video Landscape, Programmatic, and Influencers
• Negotiated media amplification plan to make Snapple the Official Tea of Major League Baseball in collaboration with Major League Baseball and its carriers.

Spearheaded planning, strategy, and analysis for paid national media marketing ($170M+ budget), reporting to senior director of brand marketing

• Leveraged media mix synergies to drive topline sales, website traffic, and brand awareness
• Managed creative, media budget, and forecasting for TV, SEM, SEO, and digital banner ad campaigns supporting 20+ topics per year
• Oversaw testing and implementation of new media channels and supervised, motivated, and developed careers of staff
• Developed media partnership with Xbox for first game console pizza-ordering app resulting in 250K+ orders to date
• Garnered Yum Presidents Award in 2011, chosen by CMO to participate in personal brand-building workshop
• Received two American Advertising Federation Awards: Hut Hut Campaign Silver and Xbox Gold in 2013
• Participated in Yum Brands Sales Overnight & Brand Over Time workshop run by Pizza Hut/Taco Bell CEOs
• Co-Chaired Yum Restaurant World Hunger Relief Silent Auction raising over $60K for World Food program.

Led strategic national and local media planning for Western Union domestic money transfer and banking

• Main point-person within client organization for media-specific inquiries
• Conducted client business reviews on competitive media landscape
• Engaged team in building media plans for Western Union such as broadcast, print, OOH (out-of-home), and digital
• Contributed innovative ideas upon syndicated/proprietary research on strategies for general and ethnic markets.

Served as subject matter expert in media planning for National Print, New York City, Dallas/Fort Worth International Airport, Boston, AAVacations, American Eagle, American Way, and Next Generation Business Class Initiative

• Managed performance of media supervisor, media planner, and assistant planner
• Efficiently allocated budget across media platforms and markets
• Furnished account managers, creative teams, and clients with actionable consumer insight-driven media research
• Prospected new cutting-edge media opportunities for American Airlines to increase brand recognition
• Built trusted relationships with outside vendors to keep up with trends and negotiate favorable ad rates
• Negotiated national print schedule with additional bonus events worth 2.5 to 4 times original cost

Oversaw media-related activities for three large regions ($80M) including local investment group, Cadillac, and HUMMER

• Created TV/radio ad buys in all markets and trained, and managed performance and career development for up to 9 media planners and assistants
• Served as analyst of entire regional advertising budget for Cadillac
• Guided Southeast regional team through execution of multimedia plans in 26 trade areas for Cadillac and HUMMER
• Consolidated work plans through updates to broadcast buy revision process, leading to significant efficiencies
• Resolved market issues as project manager for Six Sigma-based strategic and operational plan.

Collaborated with client teams and agency partners on branding strategies

• Analyzed competitive media mixes, outlay strategies, proprietary data, and cost-per-points/per-thousands for youth and entertainment networks
• Established media plans and partnerships with Comcast, Tampax Base, Pearl Brands, P&G, Walgreens, and Kohler.