Open To Work
Cheryl McCoy
Lumber City,GA
Work Preference
Summary
Creative media strategist and sales leader with a strong track record of developing and executing impactful media plans that drive client success. Proven ability to leverage market research and performance metrics to refine campaigns, optimize budgets, and enhance client relationships.
Overview
36
36
years of professional experience
Work History
Media Planner/Buyer
NOY Media Group
Atlanta, GA
11.2022 - 07.2026
- Managed media plans and placements from conceptualization to campaign completion, ensuring alignment with client objectives.
- Creating media strategies for multiple clients utilizing in-depth market research to ensure optimum effectiveness of the plan to achieve client goals and expectations.
- Evaluated performance metrics to refine campaigns, enhancing overall effectiveness and meeting client expectations.
- Led budget management for media expenditures, ensuring cost-effective strategies.
- Established relationships with media vendors, negotiating favorable rates and placements to maximize client budgets.
Sales Manager
Lamar Advertising
Savannah, GA
09.2015 - 10.2022
- Developing and leading a successful sales team to meet and exceed budget by an average of 2% year over year for 7 successive years.
- Developed all sales training programs and materials to enable continued growth and success for team members.
- Provided solutions to team members' sales struggles to enhance performance.
- Supported and encouraged team members through challenging sales periods to maintain morale and performance.
- Provided all team member a weekly private meeting to discuss billing and projections as well as to provide direction and advice for closing pending business and address any unique struggles they were experiencing
- Restructured sales department guidelines and policies to maximize asset revenue and support achievement of future revenue goals.
- Managed national and regional requests for proposals, streamlining processes to enhance efficiency in response management.
- Maintained open-door policy for clients to ensure satisfaction and retention in advertising campaigns.
- Developed all local sales collateral materials inclusive of annual local-market rates and allotments.
Media Director
Connectivity Marketing and Media
Petersburg, FL
04.2013 - 08.2015
- Led all client media strategy meetings to establish goals and brief clients on the media plan and the projected ROI.
- Managed cross-channel campaigns integrating digital, out-of-home, print, and broadcast platforms to maximize client exposure.
- Developed and initiated successful strategies and campaign plans for over 30 local and national clients.
- Oversaw department activities, training, and management of media planners and assistants to enhance team capabilities.
- Worked daily with multiple media formats and vendors to ensure positive stewardship of clients within the media placements.
- Daily usage of multiple media and consumer research portals including, Scarborough, Nielsen, Kantar, Xray and Prime Lingo.
Managing Director
Billups Worldwide
Boston, USA
01.2010 - 07.2012
- Initiated northeast region development, expanding market presence and driving growth.
- Established and nurtured strategic relationships with full-service advertising agencies, enhancing collaborative opportunities.
- Developing and implementing campaigns throughout North America, Western Europe, Southeast Asia and the Middle East.
- Managing all client OOH strategy, planning, placement and campaign reconciliation.
- Engaged clients in multiple formats of OOH inclusive of traditional, non-traditional, experiential and gorilla initiatives.
- Successfully built agency billing from $90,000 to $2.7 million within 2 years.
- Collaborated with cross-functional teams to develop and implement innovative marketing solutions, increasing campaign effectiveness.
Account Executive
Clear Channel Outdoor
Portland, OR
11.2006 - 01.2010
- Increased revenue for the division by $1M each year for 3 straight years
- Promoted OOH media to business stakeholders using research tools and data to enhance advertising strategies.
- Prospecting, managing and growing local and regional advertising accounts.
- In 2008 I accepted the additional responsibilities of division marketing director and sales trainer.
- Updated annual rate cards and delivered training on EOI metric transition to ensure seamless implementation.
VP General Manager
Magic Media
03.2004 - 08.2006
- Achieved double digit growth in occupancy and revenue within one year.
- Oversaw all departments to ensure operational efficiency and alignment with organizational goals.
- Managed financial operations, overseeing budgeting, forecasting, and financial analysis to support strategic decision-making.
- Conducted due diligence for acquisitions of distressed OOH media companies to evaluate investment viability.
- Integrated inventory system into MISA to enhance tracking and management.
- Reconciled leases with property ownership and tax records to ensure accurate payments.
- Completed inventory reconciliations of live assets to purchase logs.
- Established performance standards for staff members in order to drive productivity levels up.
Account Executive
Clear Channel Outdoor
Dallas, TX
10.1997 - 03.2004
- Managed the entire sales cycle from lead generation and client assessment through proposal presentation, contract negotiations and product/service delivery and accountability.
- Managed client accounts, fostering relationships to drive satisfaction and retention rates.
- Prospected and marketed outdoor advertising products, including traditional and transit, to local and regional clients, enhancing brand visibility.
- Conducted market research to identify client needs and trends, informing product strategy and outreach efforts.
- Dallas, TX and Clearwater, FL
Account Executive
Patterson Broadcast Partners
Savannah, USA
01.1996 - 01.1997
- Prospected and secured over $400,000 in new broadcast advertising clients within a highly competitive small market in under one year.
- Savannah, GA
- Developed and maintained strong client relationships for advertising campaigns.
- Coordinated project timelines and deliverables with internal teams.
- Managed account budgets and ensured adherence to financial guidelines.
Account Executive
Lamar Advertising
Savannah, USA
01.1994 - 01.1996
- Achieved annual budget targets through strategic new client development and upselling efforts.
- Increased revenue by developing new advertising clients and upselling existing accounts.
- Prospected and successfully developed new advertising clients within the Savannah, GA market.
- Savannah, GA
Account Executive
Matthew Outdoor Advertising
Kingston, USA
01.1991 - 01.1994
- Increased revenue from a $0 base to over $400,000 in annual billing.
- Prospected and developed new clients in local market, contributing to revenue growth across five-state area of NY DMA for Matthew/Suburban/Gaess.
- Leveraged research tools to interpret OOH delivery data, improving data-driven decision making.
- Kingston, NY
Education
Bachelor of Arts - Marketing
Saint Leo University
Saint Leo, FL05-2003
Skills
- Media strategy development
- Campaign management
- Media budget optimization
- Audience segmentation
- Cross-functional collaboration
- Analytical thinking
- Communication skills
Quick Profile
Highly creative, self-motivated professional with sales, marketing, media and management experience as well as strong customer relationship skills. Ability to conceptualize and generate new ideas, analyze problems and develop effective solutions. Considered a dependable team player with a proven track record of conceptualizing and developing effective media plans that enhance and extend client’s brand position and communicate clearly with the desired consumer audience. Core Competence: Excelling in designing ideal communication plans for clients that achieve the desired goals while working within the budget constraints. Focus on understanding of qualitative/quantitative research data for presentation to clients, lending credibility to the stated ROI for media communication plans.
Timeline
Media Planner/Buyer
NOY Media Group
11.2022 - 07.2026
Sales Manager
Lamar Advertising
09.2015 - 10.2022
Media Director
Connectivity Marketing and Media
04.2013 - 08.2015
Managing Director
Billups Worldwide
01.2010 - 07.2012
Account Executive
Clear Channel Outdoor
11.2006 - 01.2010
VP General Manager
Magic Media
03.2004 - 08.2006
Account Executive
Clear Channel Outdoor
10.1997 - 03.2004
Account Executive
Patterson Broadcast Partners
01.1996 - 01.1997
Account Executive
Lamar Advertising
01.1994 - 01.1996
Account Executive
Matthew Outdoor Advertising
01.1991 - 01.1994
Bachelor of Arts - Marketing
Saint Leo University