Christopher Finnie

• Oversees the full-funnel user journey mapping, audience segmentation, and global paid media planning, execution, and optimizations for Workday’s AI brand, illuminate™, across Programmatic Display & Video, YouTube, Google Search, Reddit, Meta, and LinkedIn to drive solution awareness, capture demand and generate on site engagement to transition qualified users into high priority mid-to-low funnel sales cycles
• Acts as key stakeholder in all campaign reporting & analytics practices. Meeting regularly marketing leadership and business intelligence teams to highlight key successes while also identifying areas of opportunity & improvement for ongoing optimizations to media mix and/or technology stack
• Meets regularly to brief internal & external creative teams on immediate goals & objectives to develop messaging and creative framework, ensuring messaging is tailored to each market segment (Enterprise, Mid-Market, Small Business) and country while adhering to channel & platform best practices for optimal creative performance
• Leads the strategy and cross-channel media executions for Workday’s global Thought Leadership and Customer Advocacy campaigns. Positioning the company’s SMEs and product managers as leaders and authoritative voices, while amplifying the success stories of our closest partners & customers to showcase use cases for relevant prospects
• Overhauled the inherited programmatic KPIs and success metrics to better align with broader business & marketing priorities and led the implementation of an on-site micro-event based floodlight optimization & bidding strategy - resulting in a 50% reduction in avg cost per site visits, an avg +500% increase in site traffic, and ~1000% increase in high value site visits compared to previous reporting periods
• Orchestrated launch of Workday’s Rockstar campaign through publisher partnerships and title sponsorships of The Masters & Memorial golf tournaments and developed testing framework to implement full-funnel connected brand-to-demand media & messaging strategy - improving front end media metrics by ~280% and conversion from Response to MQL to S1 opportunity by 125%. Channels included: Linear TV, OTT/CTV, OLV, programmatic & direct display, paid search, paid social (LinkedIn, Meta, Reddit) and email
• Collaborated with ABM & sales teams to define high value leads and better understand priorities to develop an audience targeting test aimed at improving targeting strategy and identifying high value accounts that had not converted to sales opportunity for direct messaging around product differentiation & ease of onboarding. Campaign results yielded a 346% improvement of Response to S1 opportunity conversion compared to existing conversion driving campaigns

Working Groups Supported: Industry Brand, Advertising, Media & Entertainment (AME), and Retail & CPG

• Led the strategy and execution of fully integrated, omnichannel industry marketing campaigns focused on growth of brand & product awareness, demand generation and demand capture, and lead nurture to influence bottom of funnel activity (MQL to Opportunity conversion) to drive marketing influenced pipeline
• Worked with cross-functional teams to launch and optimize industry Tableau dashboards measuring performance for display (direct display & programmatic), social (LinkedIn, Facebook, Instagram, Reddit, etc.), email automation (Marketo), content syndication, and live webinar activity
• Implemented an optimized targeting strategy for priority industry campaigns to improve impact and media budget efficiency, leading to a 70% improvement in deliverable efficiencies and 3x lift in MQL conversion YoY
• Delivered real-time and historic campaign performance to executive leadership teams to identify areas of opportunity and showcase strategic data-driven optimization plans for continued improvements to front and back-end marketing KPIs
• Managed relationships with internal and external media partners to ensure that campaign objectives, target audiences, and key messaging is aligned across all paid and owned digital channels (display, search, social, email, etc.), ensuring all marketing and business goals were met
• Acted as the main SME in digital media activations (internal and 3rd party managed), leveraging tools like Google Analytics, Heap, and Tableau to confirm campaign tracking is correctly implemented and website traffic is accurate

Business Units Supported: Oracle Corporate Brand Marketing, Oracle Cloud Applications (ERPM/HCM), Oracle Cloud Infrastructure (OCI), Java & GraalVM, Developer, Oracle for Startups

• Helped to establish and implement process across company’s first in-house cross-functioning digital paid media team; improving operational efficiencies and time-to-market by over 40% compared to previous agency model
• Oversaw the strategic go-to-market media planning, execution, and campaign optimizations across Oracle’s brand digital paid media efforts - designed to generate brand awareness, improve company and product perception for C-level executives and business decision makers, and fuel sales pipeline across global business units. Tactics included direct & programmatic display, OLV, audio, social, search, print, and OOH
• Worked directly with audience segmentation teams to develop DMP audience segments for second-touch activations to continue users through the designed customer journey while maintaining continuity with brand and product-specific messaging across multiple digital channels
• 2022 Results: Planned and managed company’s first ever Brand-to-Demand campaign resulted in a 3x lift in unaided awareness and 196% lift in lead engagement/conversion compared to previous quarter’s demand campaigns (benchmark)
• Analyzed, reported, and implemented real-time campaign optimizations for $10M+ in annual working paid media (traditional and digital); ensuring KPI benchmarks were established, ROAS goals were exceeded, and data-driven campaign optimizations were made between channels for optimal use of media budgets
• Worked directly with product and field marketing teams to help define audience strategy, and provided insights and industry trends to internal and external creative teams for production of whitepapers, e-books, webinars and other custom content aimed at increasing brand affinity and awareness of product launches or updates
• Established budget allocations and managed the day-to-day relationships of media vendors and agencies executing global account based (ABM) lead generation campaigns to garner insights and identified areas of opportunity to enhance conversion rates (MQL/SQL), lead scoring models, and lead nurture programs (email & retargeting)
• Developed and implemented an A/B content & audience alignment test across Oracle Cloud Application’s back-office products (ERP & HCM), which resulted in an overall 200% lift in consumer engagement compared to benchmark and a $15M lift in quarterly sales pipeline (75% lift YoY)

Accounts: Oracle, Slack, DXC Technologies

• Managed the planning and execution of global digital media budgets of over $14M annually, utilizing direct sponsorship, programmatic, search and social channels to increase product awareness and generate demand for client products
• Worked directly with web, analytics, and operations teams to develop and implement web page tracking - to further enhance the user experience and improve media performance through optimized targeting
• Reported on weekly/monthly/quarterly campaign performance using tools like Google Analytics, Adobe Analytics, Marketo, GCM, and MOAT to stitch together front end media metrics with sales metrics and web performance to deliver insights and recommendations for campaign optimizations
• Briefed all partner agencies and vendors on new campaign parameters goals, and worked directly with internal programmatic and social teams to deliver detailed instructions for trafficking and creative rotation
• Managed a team of 5 Assistant Media Planners and Media Planners to help mentor and develop their knowledge of digital media strategies, operational processes, and industry best practices

Accounts: Slack, DXC Technologies

• Oversaw the planning, production, and execution of a full year global OOH program that included both high impact and targeted digital out-of-home placements resulting in a 2x lift in brand recognition across primary target audience
• Led weekly global performance meetings with senior executives & client brand managers, to deliver real-time media performance metrics across all digital media channels
• Performed regular financial audits and worked with internal and external teams to ensure quarterly and annual budgets were met for all digital (display/programmatic, search, social) & traditional (OOH, print) media channels
• Acted as key stakeholder in the drafting and submission of SOW and worked directly with client procurement teams to ensure campaign funds were justified and allocated properly

Accounts: California Control Program (CTCP), Kona Brewing, Kat Von D Cosmetics, Visit Lake Tahoe, John Muir Health

• Planned, executed, and optimized paid social media campaigns across Facebook Ads Manager, Instagram, Snapchat, LinkedIn, Pinterest, and Twitter for a portfolio of client businesses and products
• Consulted client creative teams on content performance and market trends; provided recommendations for future creative concepts and assisted with social copywriting
• Provided mid and post-campaign deliverables to analyze and showcase performance against key business metrics
• Worked with internal creative and strategy teams to develop testing opportunities to garner actionable insights on consumer platform use and engagement habits

Accounts: T-Mobile, T-Mobile for Business, Metro by T-Mobile, Dunkin

• Leveraged various DSPs (The Trade Desk, DV360, etc.) to analyze 1st (DMP), 2nd, and 3rd party data performance and the cost implications to identify device usage trends to inform future audience strategies
• Conducted programmatic performance analysis to provide internal activation team recommendations to optimize towards campaign KPIs
• Oversaw weekly flowchart updates to track budget shifts and campaign flight adjustments for all Data-Driven/Advanced TV initiatives
• Helped to forge key 2nd-party data partnerships with vendors with reputable publishers to activate against relevant audience segments, resulting in an average 200% lift in performance and an estimated $30M in annual cost savings