Charles Legg

Northside Hospital, Cure Childhood Cancer, TIAA 529 College Savings, Tomorrow Turf

• Led Media and Analytics as part of the leadership team, driving innovation and success across multiple initiatives.
• Oversaw account strategy development and execution, ensuring alignment with client goals and objectives.
• Managed annual scopes of work, including vendor contracts and partnerships.
• Spearheaded the acquisition of five new business accounts within a year, contributing to significant agency growth.
• Developed cutting-edge digital strategies for a diverse client portfolio, targeting market expansion and enhanced engagement.
• Provided strategic guidance to executives on key operational decisions.
• Led the annual budgeting cycle, ensuring financial alignment and resource optimization.
• Increased new business wins for the agency by partnering with the agency president, securing clients such as Cure Childhood Cancer, Tomorrow Turf, Ameris Bank, Capital Investment Advisors, and Buckhead Life Restaurant Group, with a 40% win rate over 2.5 years.
• Directed cross-platform strategic media planning across digital, traditional, and emerging platforms.
• Led and mentored teams of 10+ professionals in media planning, buying, and analytics.
• Collaborated with clients to define key performance indicators (KPIs) and media metrics for success.
• Boosted brand awareness for Northside Hospital by over 25% through the successful execution of the 'Look to Northside' campaign.

NBC Sports, CNBC

• Led planning assignments for NBC Sports and CNBC, driving linear viewership and product support initiatives.
• Directed the Tokyo Olympics post-campaign multi-touch attribution study in partnership with VideoAmp, identifying top-performing channels and partners for the upcoming Winter Olympics (February 2022). Key metrics analyzed included cost per tune-in and tune-in lift.
• Spearheaded the 2021 Sunday Night Football campaign, achieving the highest Sunday night rating for a regular-season game since 2012, with 26.7 million total viewers.
• Managed the 2021 SNF paid media campaign for NFL weeks 1-4, resulting in a +14.5% increase in viewership among adults 18-49 compared to 2020.
• Analyzed brand awareness impact with the sunsetting of NBC Sports Network in late 2021, developing a transitional media strategy as sports programming shifted to USA Network.
• Collaborated with CNBC clients to launch their first LinkedIn lead generation campaign, capturing leads for remarketing, and driving event sign-ups.

SunTrust, BB&T, Truist

• Selected to lead media activation for the BB&T acquisition of SunTrust, launching the new Truist brand. Led agency planning and strategy for paid media to support priority business objectives.
• Contributed to the development of merger investment analysis, forecasting paid media requirements for the first five years to achieve competitive unaided brand awareness, positioning Truist as the sixth-largest bank in its category.
• Developed insights to effectively target consumer, commercial, and wealth segments, crafting audience and direct publisher media strategies for all three brands.
• Exceeded campaign benchmarks for engagement in Truist's 2020 Holiday campaign, driving consumers to a custom augmented reality experience and achieving a 14% increase in video completion rates, along with a 12-point improvement in net sentiment.
• Increased site traffic for Truist’s new headquarters in Charlotte, with a 43% rise in page views and a 42% increase in unique visitors.
• Collaborated with Truist’s media and sponsorship teams to announce their NFL League partnership as the official retail bank during the 2021 Playoffs, exceeding digital and social campaign benchmarks.
• Implemented strategies for regional media and sponsorship activation at Truist Park.
• Brokered a custom content partnership with The Players’ Tribune and Truist for the NFL Draft, co-authoring authentic brand stories featuring Carolina Panthers’ Shaq Thompson.
• Led strategy development for Truist's brand logo reveal at Super Bowl LIV in Miami, executing mass media tactics and managing a real-time social content hub at the Citadel.
• Managed a $38MM annual media spend across SunTrust, BB&T, and Truist brands.

John Deere

• Led integrated media planning and strategy development for John Deere’s national advertising programs, targeting Property Owner segments and B2B customers.
• Supported brand objectives to drive awareness, online conversions, and foot traffic to local dealerships.
• Collaborated with John Deere Web Analytics to assess site traffic and conversion points on owned channels, enabling real-time optimization of media campaigns.
• Partnered with local dealer advertising agencies to ensure alignment with holistic brand and sales activation goals.
• Developed and executed award-winning integrated content partnerships for John Deere Gator, targeting College Football and NASCAR enthusiasts.

AMB Sports & Entertainment: Atlanta Falcons, Mercedes-Benz Stadium

• Served as client lead for media planning and strategy development to generate leads and support Personal Seat License (PSL) sales for the Atlanta Falcons' inaugural season.
• Developed targeted campaigns to drive incremental revenue for AMB by promoting on-site events and tours of Mercedes-Benz Stadium.

Turner Media Group: Turner Sports Properties: NCAA March Madness, NBA on TNT, NBA TV, NBA League Pass, NBA.com, NBA Game Time, MLB Postseason, PGA Championship, PGA Grand Slam, PGA.com. and NASCAR on TNT

• Managed daily communication with Turner Sports marketing and agency partners for off-channel media implementation, overseeing integrated planning and buying efforts.
• Pitched creative and innovative media strategies to drive viewership and engagement across TV, digital, and mobile platforms.
• Updated media strategy recommendations for partners, presented post-campaign analyses and performance reports, and identified key performance indicators to enhance future campaign outcomes.
• Managed financials related to media spending and internal accounting, including forecasting and monthly accruals management for approximately $15 million annually.
• Created and implemented a custom interactive iPad experience at Atlanta Airport to promote the 2012 PGA Championship on TNT, using live feeds in digital advertising to highlight the leaderboard.
• Developed media strategies driving growth for Turner Sports programming and digital platforms, including the 2014 NCAA Final Four, which became the most-watched college basketball games in cable history.
• Spearheaded the 2014 NBA League Pass media campaign, achieving a record 86% year-over-year subscriber growth.
• Collaborated with NCAA to execute local promotions, driving traffic to league sponsor activations at the Final Four, exceeding 2012 attendance goals by 25%.
• Assisted in the execution of a groundbreaking program that streamed live NCAA March Madness games on double-decker buses in NYC, earning significant media coverage for the brand during the tournament's first week.
• Pitched and executed the NBA TV #ShareJordan campaign, encouraging sneaker enthusiasts to share their collections via social media for a chance to win an original pair of 1984 Nike Air Jordans.

• Spearheaded the evaluation, negotiation, and execution of sports sponsorship contracts, fostering relationships and increasing annual sports billings, contributing to the launch of Horizon Scout Sports and Entertainment’s dedicated sports marketing division.
• Created custom content and integration opportunities to enhance client visibility in premium sports environments.
• Managed the forecasting and stewardship of client billings exceeding $100 million annually.
• Secured pro bono media partnerships valued at $4 million annually to raise awareness for the Prostate Cancer Foundation’s Annual Home Run Challenge initiative.
• Led the negotiation of GEICO’s inaugural 2009 partnership with the National Hockey League (NHL).
• Managed relationships with GEICO brand mascots to increase their visibility both on-air and in-market.
• Developed a NASCAR sponsorship program with RPM Motorsports and Best Buy to promote the series launch of Top Gear on the History Channel, delivering an estimated 250% ROI on the sponsorship.
• Contributed to Horizon’s 2011 team jersey sponsorship assessment, published in Sports Business Journal, estimating the value of TV-visible brand logos on uniforms at approximately $370 million annually across the top 20 teams in the NHL, NBA, NFL, and MLB.

• Assumed entry-level account management responsibilities at Horizon Media, earning multiple promotions through demonstrated success.
• Served as the primary client liaison for brands such as Boston Market, IHOP, GEICO, The Prostate Cancer Foundation, and Harrah’s Entertainment.
• Facilitated the integration of the Harrah’s account into the agency, providing guidance to the operations team and contributing to the development of an intranet portal to improve automation and streamline communication with Harrah’s property leads.

United States Marine Corps

• Managed national media campaigns to support recruitment efforts for the United States Marine Corps.
• Led daily communication with clients and creative partners, developing strategic insights and evaluating various sports sponsorship programs.
• Created an adaptive digital marketing campaign around UFC 193 (Ronda Rousey vs. Holly Holm), resulting in the highest site traffic of the year for Marines.com.