David Reed
Rochester,MI
Summary
Talented Marketing and Media professional with exceptional Management skills. Optimizes processes and communication to drive results in cross-functional and multi-platform media strategy. Dedicated to continuously improving professional knowledge and business operations by applying top-notch communication and leadership skills.
Overview
23
23
years of professional experience
Work History
Senior Manager, Integrated Media Planning
Dentsu X
New York, NY
11.2021 - 04.2023
- Manage preparation, development, execution, and stewardship of multi-channel media plans for JC Penney
- Identify target audiences, market trends, and competitive landscape then use insights to inform media planning decisions
- Provide insight into existing and emerging media opportunities
- Select appropriate media channels, including television, streaming platforms, digital advertising & social media, based on target audience and campaign goals
- Oversee the reporting of competitive market/media information for each brand/category/channel
- Manage and report weekly, monthly and annual budgets by channel and campaign.
Market Strategy/Media Planning Consultant
Independent
Rochester, MI
11.2009 - Current
Dentsui>Trade showsSales maMediaToolsi> Promotional items Georgia Power Company Qualitative market research of Favorability surveys Create Powerpoint presentation of key findings and results BP – British Petroleum Qualitative market research of post-spill surveys Demographic segmentation analysis of Favorability Studies Development of discovery presentation in PowerPoint for client use Surdell & Partners DeveloBizCard managed Media Planning/Buying Team Planned and placed Pamida weekly insert program 4 million annual budget 185 local newspaper contacts Successfully negotiated newspaper 2010-11 insert rates Lowered opening contract rates by 10% Client savings = $400,000 annually. AdwordsSurdellPamida
GMC/Buick Brand Supervisor; Chevy LMA Supervisor
Carat, USA
Detroit, MI
07.2017 - 01.2021
- Participate in and lead brand/communication initiatives
- Work with senior team members to set communications objectives and strategies
- Develop ability to independently manage all aspects of the brand
- Act as the internal point person with Carat's Network, Spot, Print, Insight, Digital, Finance & Traffic departments
- Ensure constant communication between Carat and various creative agencies and external partners
- Lead face to face client and vendor meetings
- Develop and maintain timelines for all projects
- Act as a final resource for all inventory, billing and invoice discrepancies
- Identify opportunities to offer agency service line offerings to existing clients
- Participate and present in New Business efforts and presentations
- Serve as a resource for planners and assistants for advice, counsel and mentorship.
FDM Consultant
DataFusion Consulting Group
Holly, MI
06.2008 - 11.2009
- Hyperion Financial Data Quality Management Expert (FDM)
- FDM Customization basic import scripting
- Active Reports – basic custom report creation within FDM
- Process Automation – Batch Loader and process notification
- Familiar with FDM integrations to Hyperion Enterprise
- Creation of Import Formats and Mappings
- Basic import scripting
- Conditional mapping
- Assist clients with data validation after data has been loaded to the target system
- Training administrators and end users to be proficient in all aspects of the Hyperion FDM product
- Creation of supporting and process documentation as it relates to a FDM implementation.
Media Planning Supervisor
MARS Advertising
Southfield, MI
02.2008 - 05.2008
- Developed and maintained 2008-09 Armour-Eckrich Healthy Ones Media Strategy
- Plan included National magazine, Network TV and Internet
- Developed 2009 Spartan Stores (grocery) Media Strategy
- Maintained monthly planning strategy for over 150 Little Caesars pizza franchises
- Identified sales trends maximizing CPG sales while maintaining optimal marketing efficiencies
- Evaluated buying trends within localities to target additional retail opportunities
- Trained media planners and assistants about specific media math.
Senior Media Planner
PentaMark/BBDO/PHD-Detroit
Troy, MI
03.2001 - 01.2008
- Developed media strategies for Chrysler/Jeep/Dodge Regional Dealer Associations (DAA)
- DAAs contained 8 to 16 different markets
- Plans were customized at market level resulting in multiple plans to manage throughout the year
- Strategies included Local/Regional TV, Radio, Newspaper, Outdoor, Internet & Sponsorships
- Established new partnerships with local affiliations
- Responsible for developing, presenting and implementing sponsorships programs
- Successfully built brand awareness
- Shown increase in dealer showroom traffic due to marketing campaign timing
- Prepared and delivered presentation of annual media plans to DAA Board of Directors
- Consistently achieved or exceeded all objectives.
Education
Master of Business Administration -
Walsh College of Business
BBA in Advertising/Sales Promotion -
Western Michigan University – (Haworth College of Business)
Skills
- 15 years of strategic planning experience
- Proficient in traditional and digital media
- Strategies developed on local, regional and national levels
- Experience in qualitative and quantitative market research
- Ability to deliver in a timeline driven environment
- Competent at leading and training planning/sales teams
- Hard working, detail oriented, able to multi-task
- Excellent communication and presentation skills
- Expert level user in MS Office Suite
- Computer proficient in MediaOcean DDS, MediaTools, Prisma, Lumina, WordPress Web & Blog Design, several media research tools (Polk, Nielsen, MRI, Media Pro, Scarborough) and Oracle Financial Data Management (FDM)
- Willing to travel
Timeline
Senior Manager, Integrated Media Planning
Dentsu X
11.2021 - 04.2023
GMC/Buick Brand Supervisor; Chevy LMA Supervisor
Carat, USA
07.2017 - 01.2021
Market Strategy/Media Planning Consultant
Independent
11.2009 - Current
FDM Consultant
DataFusion Consulting Group
06.2008 - 11.2009
Media Planning Supervisor
MARS Advertising
02.2008 - 05.2008
Senior Media Planner
PentaMark/BBDO/PHD-Detroit
03.2001 - 01.2008
Master of Business Administration -
Walsh College of Business
BBA in Advertising/Sales Promotion -
Western Michigan University – (Haworth College of Business)
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