Summary
Overview
Work History
Education
Skills
Hobbies and Interests
Websites
Accomplishments
Affiliations
Timeline
Generic

Diana Sheehan

Laguna Niguel,CA

Summary

I am a trusted Integrated Communications professional, with over 25 years of experience in Paid Media Strategy, Investment and Performance. My experience spans a diverse array of industries including Health Care, QSR, Retail, CPG, Government, Finance, Travel, and Automotive in both conversion-based and awareness building communications planning. With a proven track record of building and leading teams both internally and externally, I enjoy innovating to find new solutions and ways of working to deliver results.

Overview

33
33
years of professional experience

Work History

Managing Director, Paid Media

Sensis Agency
Glendale, CA
02.2024 - Current
  • Serve as leader of seven Integrated Media Planners/Buyers across all four Sensis U.S. offices and clients.
  • Provide the Executive Leadership team with operational recommendations to continually improve the Paid Media team's capabilities.
  • Implement and maintain unified processes for media planning development, media vendor relations and negotiations, reporting, and optimization.
  • Leverage data tools and research to mine insights to inform paid media strategies and tactics.
  • Craft measurement plans with the Analytics team to ensure proper measurement and tracking.
  • Coordinate complex internal deadlines to ensure quality, and timely delivery of projects.
  • Collaborate with internal and external teams across Strategic Planning, Creative, Amplification, and Account Management teams in designing integrated advertising campaigns to meet business objectives.
  • Interface with a wide range of paid media vendors in both media planning, buying, and measurement, spanning digital video, digital display, CTV, traditional and DOOH, paid social, paid search, linear TV, terrestrial radio, streaming audio, and print.
  • Oversee media billing, reconciliation, and overall budget across clients, working closely with the Account Management and Finance teams.
  • An integral part of the Business Development team in evaluating and responding to RFPs.
  • Clients include: AltaMed Health Services, Center for Elders’ Independence, Covered California, California Department of Health Services, and California Department of Industrial Relations.
  • Oversee operational management to ensure efficient resource allocation and utilization.
  • Provide guidance to team members on project management principles and best practices.

Media Director

Sensis Agency
Glendale, CA
10.2020 - 01.2024

Executive Director, Media Strategy & Investment

Native Tongue Communications
Inglewood, CA
11.2019 - 09.2020
  • Served as Senior Media Lead across the integrated agency team on McDonald’s U.S. business with focus on Hispanic consumer segment
  • Analyzed performance and delivered recommendations across multi-channel media plans, including Linear TV, OLV, Streaming Audio, Terrestrial Radio, Digital, Social, and OOH.
  • Partnered with strategy and creative teams to craft holistic programs across a wide range of campaigns, including branding and performance.
  • Clients include: McDonald’s and New Business.

Media Director

Casanova/McCann
Costa Mesa, CA
07.2013 - 10.2019
  • Led the media team of seven in the development and implementation of an integrated media strategy and communications planning for local, regional, and national efforts.
  • Constructed plans that deliver on brand awareness and conversion across an array of KPIs.
  • Managed media budgets of up to $23MM, inclusive of Display, OLV, Paid Social, Television, Radio, OOH, Cinema, and Print.
  • Directed both internal and external subcontractor media buying teams.
  • Custom content development for clients to extend the impact of media investments, requiring coordination between clients, the agency account management team, and media vendors.
  • Extensive experience working with partner agencies to provide clients with fully integrated media plans and buys inclusive of general market, African American, Asian and Hispanic
  • Negotiated and managed all agency research contracts.
  • Developed and managed department scopes of work.
  • Clients include: U.S. Army, Metropolitan Water District, Shoe Carnival, and New Business.

Associate Media Director

Casanova Pendrill Publicidad Inc.
Costa Mesa, CA
01.2007 - 01.2013
  • Managed client relationships while supervising three planners and four buyers for local and national efforts.
  • Key contributor to securing and growing Nestlé (NUSA, Frozen, and Waters) brands.
  • Developed training materials regarding media planning processes.
  • Clients include: General Mills, Dewalt Tools, Nestlé, and U.S. Army
  • Mentored junior staff on best practices in media planning and execution.

Media Supervisor

Foote, Cone & Belding
Irvine, CA
01.2003 - 01.2007
  • Collaborated with the Media Director to establish the overall strategic direction of media plans, and led the media planning team, comprised of three Planners and three Assistant Planners.
  • Directly responsible for implementing digital, OOH, and print buys.
  • Managed outside media-buying services, including Initiative Media.
  • Led media planning and buying for the Hilton brand relaunch.
  • Clients included: Hilton Hotels Corporation, Auto Club of Southern California, California Credit Union League, Los Angeles Taco Bell franchisees, and California Citrus Growers Association.

Additional Agency Experience

Various
01.1992 - 09.2003
  • Media Supervisor: Casanova Pendrill (The Home Depot, Coors Brewing Company, MoneyGram)
  • Local Broadcast Media Buyer: Bozell (Jeep Dealers Association)
  • Media Planner/Buyer: Mendoza Dillon (Kraft Foods, Nabisco)
  • Assistant Media Buyer: Western International Media (Carl's Jr., Disneyland)

Education

Bachelor of Arts - Mass Communication/Media Studies

University of California Los Angeles
Los Angeles, CA
06-1992

Skills

  • Simmons/MRI
  • Nielsen Tools
  • Basis DSP
  • Microsoft Office Suite
  • FreeWheel
  • Strata
  • Budget management
  • Vendor negotiation
  • Project management
  • Data analysis
  • Cross-functional collaboration
  • Team leadership
  • Integrated marketing
  • Client relationship management
  • Performance measurement

Hobbies and Interests

Football Fan, Musical Theater Lover, Family Time, my Golden Retriever

Websites

Accomplishments

  • AHAA Media Plan of the Year for U.S. Army | 2008
  • Completed Foote, Cone & Belding’s Advanced Training Program | 2004

Affiliations

  • Musical Theatre
  • College Football
  • Family Time
  • Travel
  • My Golden Retriever

Timeline

Managing Director, Paid Media

Sensis Agency
02.2024 - Current

Media Director

Sensis Agency
10.2020 - 01.2024

Executive Director, Media Strategy & Investment

Native Tongue Communications
11.2019 - 09.2020

Media Director

Casanova/McCann
07.2013 - 10.2019

Associate Media Director

Casanova Pendrill Publicidad Inc.
01.2007 - 01.2013

Media Supervisor

Foote, Cone & Belding
01.2003 - 01.2007

Additional Agency Experience

Various
01.1992 - 09.2003

Bachelor of Arts - Mass Communication/Media Studies

University of California Los Angeles

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