Summary
Skills
Work History
Education
OperationsManager
Brandon Bethea

Brandon Bethea

Data-Driven Marketing Executive
Los Angeles,CA

Summary

Senior Marketing Executive with 23 years of expertise from hands-on experience in roles across strategy, creative, media, analytics, and data science. Aiming to transition from current media agency leadership role to a client-side marketing or analytics team.

Skills

  • Planning & Research: 19 years of experience, including competitive audits, marketing strategies, and consumer research.
  • Product Management: 18 years of experience, including budgeting, resourcing, and productizing solutions.
  • Program Measurement: 15 years of experience, including brand surveys, media reports, and predictive models.
  • Team Leadership: 15 years of experience, including client/staff relationship building and cross-functional mentorship.

Work History

Group Director of Analytics

MindShare
Los Angeles, CA
02.2019 - Current
  • Collaborate with executive management to develop strategic initiatives and long term goals for Business Intelligence and Advanced Analytics departments on West Coast.
  • Develop and productize new machine learning solutions to solve marketing challenges with creative messaging and media performance.
  • Manage and mentor team of 10 data scientists, engineers, and analysts to deliver media campaign reports, sales forecasts, and media optimization recommendations.

Senior Director of Analytics

Hearts & Science
Los Angeles, CA
01.2017 - 02.2019
  • Partnered with client stakeholders and media planning teams to activate customer acquisition and retention programs using market research, statistical modeling, and media campaign analysis.
  • Implemented new biometric research program to optimize promotional content based on emotional responses to TV commercials.
  • Managed and mentored team of 10 analysts to deliver insights through marketing research and media sales models.

Director of Analytics

POSSIBLE
Los Angeles, CA
06.2015 - 06.2017
  • Collaborated with client stakeholders, technology vendors, and media agency partners to build and optimize digital user experiences that contribute to brand and sales goals.
  • Established biometric research solution to optimize creative messaging and online user experiences.
  • Managed cross-functional team of 8 analysts to plan and manage surveys, usability studies, A/B testing, and website funnel analysis.

President & Co-Founder

Adaptive Audience
Dallas, TX
01.2012 - 06.2015
  • Spearheaded product development and technical implementation of Programmatic Media business model.
  • Led creation of sales presentations, case studies, and thought leadership content, to enhance marketing efforts.

Director of Media

Sq1
Dallas, TX
01.2011 - 06.2015
  • Partnered with executive leadership to transform traditional creative agency into Performance Media agency.
  • Served as primary point of contact for senior client stakeholders.
  • Managed team of 20 media planners, buyers, and analysts to deliver digital media campaigns including programmatic media, paid social, paid search, creative optimization, and reporting.

Marketing Research Manager

ZAAZ
Dallas, TX
01.2009 - 01.2011
  • Activated global program to research, test, and personalize e-commerce website content across Brazil, China, UK, and USA.
  • Led team of 5 analysts to deliver research projects and train marketing teams on proven best practices to hit sales goals.

Digital Media Manager

Vertis Communications
Dallas, TX
01.2008 - 01.2009
  • Conceived, implemented, and managed new digital media and creative services within traditional direct marketing agency.
  • Built and managed relationships with external media and technology partners while training internal teams on digital capabilities and best practices.

Marketing Manager

Verizon
Dallas, TX
01.2006 - 01.2008
  • Researched competitor brands, products, and promotions to inform new product feature requirements, technical documentation, and promotional marketing assets.
  • Managed external agency partnerships for paid media, creative design, and email marketing.

Marketing Manager

Cox Communications
Tyler, TX
01.2004 - 01.2006
  • Oversaw e-commerce marketing program including promotional offers, product content, and paid media campaigns for customer acquisition and retention efforts.
  • Contributed to cross-functional marketing team to launch new brand after company acquisition.

Marketing Manager

Tyler Junior College
Tyler, TX
01.2001 - 01.2004
  • Supervised website properties including all creative, content, interactive features, and technical functionality.
  • Activated digital course catalog that reduced print production costs by 50%.

Creative Designer

Hancock Advertising
Nacogdoches, TX
01.2000 - 01.2001
  • Worked with clients to gather and define requirements, establish scopes, manage project milestones, and ensure compliance with brand guidelines.
  • Developed traditional and digital creative assets for advertising campaigns from concept to completion.

Education

Bachelor of Arts - Mass Communications

Stephen F. Austin State University
Nacogdoches, TX
01.1998 - 01.2000

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Brandon BetheaData-Driven Marketing Executive