Danielle Martin
Rogers,AR
Summary
Dynamic leader with a proven track record at Mars United Commerce, adept in media planning and management. Excelled in leveraging Retail Media strategy and analytics to secure first-look access at Walmart, enhancing client partnerships. Achieved a notable increase in media margin by, showcasing expertise in budget and vendor management. Documented strengths in building and maintaining relationships with diverse range of stakeholders in dynamic, fast-paced settings.
Overview
7
7
years of professional experience
1
1
Certification
Work History
Director, Commerce Media - Walmart
Mars United Commerce
09.2023 - Current
- Develop insight-backed media strategies for 8+ CPG clients at Walmart using proprietary Marilyn® Predictive Commerce Intelligence platform, historical client data and other relevant tools
- Foster relationships with key stakeholders at Walmart and key vendors, and establish the agency and its clients as best-in-class partners (e.g. securing first-look access to beta and test & learn opportunities)
- Lead cross-functional teams to exceed benchmarks for SLA delivery, staying on top of challenging schedules with multiple competing timelines.
- Negotiate favorable contracts with vendors for reduced costs and improved service quality.
Manager, Commerce Media - Walmart & Regional
Mars United Commerce
06.2022 - 11.2023
- Built collaborative relationships with key client stakeholders and partner agencies – worked seamlessly throughout campaign development and implementation, resolved any issues, found synergies, shared insights across full-funnel media plans, and brought forward innovation on a regular basis
- Secured incremental funding, increased scope of work year over year and assisted on multiple RFPs that brought in multiple new clients to the agency with additional revenue over $4M.
- Advised and trained the Customer Development team on best practices for media strategy development, plan building, optimization and measurement
- Developed POVs for clients on the value of different media vehicles at assigned retailers and shared learnings and best practices. Defined and tracked performance of retailer vehicles generally (e.g. on-site display, loyalty programs/emails, in-store radio, sampling) as well as assisted in the quarterly development of Mars United Commerce's Retail Media Report Card
Ad Strategist, Media Operations
Inmar Intelligence
08.2021 - 06.2022
- Managed a portfolio of approximately 50 campaigns totaling over $2M from planning to execution and optimization, ensuring client and internal goals are achieved
- Successfully increased Media Margin of campaign portfolio from 70% to 74%
- Worked with cross functional teams to implement strategy and develop successful media plans
Sr. Account Executive
Red Fuse Communications - A WPP Horizontal
06.2021 - 08.2021
- Continued roles and responsibilities of Account Executive position showing operational excellence in daily blocking and tackling of account activities
- Assisted in SOW development and drive entry-level financial activities
- Sought out and share knowledge of emerging trends and innovation
- Researched client business to provide consistent and proactive category updates to the team to inform strategic execution
Account Executive
Red Fuse Communications - A WPP Horizontal
01.2020 - 06.2021
- Managed planning, creation, development, and execution of in-store and online shopper materials across all Colgate-Palmolive brands for Target, CVS, Dollar General, Kroger, and more
- Took ownership over improving Colgate's relationship with Target's media network to execute over $5M yearly in media flights
- Strategically planned and executed product launches/innovations for each retailer by analyzing Simmons Data and offering recommendations
- Exercised excellent communication skills to coordinate efforts between four offices and cross functional teams: managing budgets, creative, timelines, media, and legal
- Spearheaded onboarding, training, and managing of three Assistant Account Executives
Assistant Account Executive
Red Fuse Communications - A WPP Horizontal
04.2018 - 12.2019
- Managed planning, creation, development, and execution of in-store and online shopper materials across all Colgate-Palmolive brands for Target, CVS, Dollar General, Kroger, and more
- Took ownership over improving Colgate's relationship with Target's media network to execute over $5M yearly in media flights
- Strategically planned and executed product launches/innovations for each retailer by analyzing Simmons Data and offering recommendations
- Exercised excellent communication skills to coordinate efforts between four offices and cross functional teams: managing budgets, creative, timelines, media, and legal
- Spearheaded onboarding, training, and managing of three Assistant Account Executives
Education
MBA - Retail
University of Arkansas, Fayetteville
Fayetteville, AR08.2023
Bachelor of Science - Marketing
University of Arkansas, Fayetteville
Fayetteville, AR05.2017
Skills
- Proficient in Pacvue, Skai, & CiQ platforms
- Proficient in WMC ad console
- Strategic Planning
- People Management
- Budget Management
- Contract and Vendor Management
- E-commerce strategy
- Reporting and Media Analytics
Certification
- Walmart Onsite Display Certification
- Walmart Connect Sponsored Brands Certification
- Walmart Connect Sponsored Products Certification
- Walmart Connect Sponsored Video Certification
- Walmart Connect Retail Media Certification
Timeline
Director, Commerce Media - Walmart
Mars United Commerce
09.2023 - Current
Manager, Commerce Media - Walmart & Regional
Mars United Commerce
06.2022 - 11.2023
Ad Strategist, Media Operations
Inmar Intelligence
08.2021 - 06.2022
Sr. Account Executive
Red Fuse Communications - A WPP Horizontal
06.2021 - 08.2021
Account Executive
Red Fuse Communications - A WPP Horizontal
01.2020 - 06.2021
Assistant Account Executive
Red Fuse Communications - A WPP Horizontal
04.2018 - 12.2019
- Walmart Onsite Display Certification
- Walmart Connect Sponsored Brands Certification
- Walmart Connect Sponsored Products Certification
- Walmart Connect Sponsored Video Certification
- Walmart Connect Retail Media Certification
MBA - Retail
University of Arkansas, Fayetteville
Bachelor of Science - Marketing
University of Arkansas, Fayetteville
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