Diana Katina Patterson
Glen Ellyn,IL
Summary
Results-driven Vice President with 17 years of experience aligning data to business results through media strategy and execution. Passionate about applying excellent organization and communication skills to manage and lead teams. Results-oriented individual well-versed in interfacing and consulting on media processes to drive results based on sound overall business judgment.
Overview
22
22
years of professional experience
Work History
VP, Media Director
Tombras
08.2021 - Current
- Cultivated strong relationships with key stakeholders, including clients, vendors, and cross-channel teams to promote collaboration and long-term success.
- Demonstrated proficient leadership skills to motivate employees and build competent teams.
- Led a team of media professionals, fostering collaboration and promoting growth opportunities.
- Maintained strong partnerships with external agencies to provide seamless integration between traditional and digital campaigns.
- Built and deployed strategic approaches in marketing and branding to enhance client growth.
- Collaborated with senior management to develop strategic initiatives and long term goals.
- Managed financial planning and budgeting processes, ensuring fiscal responsibility of client budgets.
- Established a culture of continuous improvement, fostering innovation and driving sustainable growth across the organization.
Integrated Planning Director
EMPOWER MEDIA MARKETING
01.2019 - 08.2021
- Manage end-to-end campaigns for a variety of clients including media planning and execution of traditional and digital marketing, retail media, and word-of-mouth advertising
- Responsible for growing relationships and driving incremental opportunities across brands to exceed both client and agency financial goals
- Consult brands, vendors, research and agency partners to effectively build and deploy targeted dynamic content across the digital ecosystem
- Lead comprehensive team of subject matter to ensure consistent and effective marketing strategies
- To-Date Accomplishments: Drove over 5% organic growth for my clients by leading them into new and innovative media platforms to drive closed loop sales
- Co-launched the agency's first Retail Center of Excellence
- Co-launched of the agency's first CPG Center of Excellence
- Authored public white-paper on Amazon's Prime Day in the age of COVID
- Guest-speaker at agency Podcast with the topic of Retail/e-commerce.
Associate Media Director
STARCOM WORLDWIDE
09.2017 - 01.2019
- LOWE'S RETAIL CORPORATION NATIONAL MEDIA STRATEGY
- Executed and maintained flawless delivery on key initiatives including digital, radio, national television, social, and print
- Researched and recommended relevant and innovative opportunities to allow our product to break through the clutter of the category
- Developed a severe storm catastrophe response plan that ultimately resulted in over $200MM lift in sales for my client
- Created and implemented processes to ensure compliance with all program guidelines.
Associate Media Director
STARCOM WORDWIDE
02.2017 - 01.2019
- KRAFT OSCAR MAYER NATIONAL MEDIA STRATEGY
- Oversaw all media for Oscar Mayer Adult Meats category, including Bacon, Cold Cuts, P3, and Hot Dogs
- Developed and lead launch of New Oscar Mayer Hot Dogs product for summer 2017
- Charged with stabilizing topline review and growing household penetration for Oscar Mayer
- Our plans showed the Hot Dogs product winning the market share and increasing growth from PY by 1.4pts (outperforming all other product competitors growth)
- Served as lead for the entire Kraft portfolio over all audio and OOH executions
- Developed a team of direct reports that includes media supervisors, associates, and liaisons.
Associate Media Director
STARCOM WORLDWIDE
08.2013 - 02.2017
- ALLSTATE INSURANCE LOCAL MEDIA STRATEGY
- Maintained strong relationships with the Allstate local and portfolio clients in order to understand their needs and help them reach their target market, and ultimately grow the business
- Created and flawlessly executed local and national media plans that connect the Allstate client to their consumer
- Strategized with internal tactical and creative teams to develop innovative, well-targeted marketing solutions.
Associate Media Director
STARCOM WORLDWIDE
09.2010 - 08.2013
- LOCAL BROADCAST TEAM
- Acted as the lead local media expert across multiple mediums in order to establish an integrated media plan for the target consumer
- Maintained relationships with vendor partners in order to negotiate and secure the most competitive rates for the agency
- Acted as the local cable team lead in order to keep the team up to date with the inter-working of an ever evolving industry
- Oversaw the progress of all projects, ensuring that deadlines are met, and that the work being produced is stellar.
Media Supervisor
STARCOM WORLDWIDE
04.2008 - 09.2010
- LOCAL BROADCAST TEAM
- Maintained strong communication with clients to strategically and efficiently place local advertising in front of their target market
- Stewarded client's local broadcast programs by overseeing all facets of the plan, including but not limited to: client strategy, plan development/optimization, negotiation of placements, and reporting campaign performance to clients
- Managed the client's billing cycle by enforcing discrepancy timelines, closely monitoring debits and credits, and issuing an accountability program to ensure that stations are reporting all debits and credits timely and accurately
- Explored emerging opportunities / technology as the digital landscape evolves
- Served as a lead in researching local broadband opportunities on behalf of Starcom client's in order to expand local media prospects
- Acted as a direct liaison to the Local Consolidation process to move towards fusion of local media.
Media Associate
STARCOM WORLDWIDE
12.2005 - 04.2008
- OUT OF HOME ADVERTISING TEAM
- Maintained relationships with clients and strategy counterparts in order to generate an optimal OOH plan, using both traditional and non-traditional outdoor
- Managed parts of multi-media programs in order to fully expose client's message both nationally and locally
- Facilitated strong negotiations with media vendors in order to most effectively achieve client's efficiency goals
- Increased advertising budget for Special K OOH by 10% from the previous year by presenting new opportunities for exposure
- Achieved Gold in the OAAA Awards on behalf of the Special K 2007 Resolution Message
- Explored ever-expanding outdoor media opportunities, including digital space to sustain the media specialist title
- Researched and purchased national advertising space
- Managed a team of Media Associates and Traffic Coordinators
- Acted as the lead liaison for a team of summer interns.
Client Services Account Executive
EURO RSCG
06.2002 - 12.2002
- Forecasted program cost estimate reports through research and budget management
- Managed program execution of co-operative sampling and promotional events
- Manipulated data into usable reports allowing senior management to assess the efficiency of the field services team
- Worked closely with the sales and finance team to ensure proper invoicing of marketing efforts.
Education
Master of Business Administration - Marketing and Economics
ILLINOIS INSTITUTE OF TECHNOLOGY, Graduate School of Business
Chicago, ILBachelor of Arts - Education, Computer Endorsement
PURDUE UNIVERSITY, College of Liberal Arts
West Lafayette, INSkills
- Team Leadership
- Relationship Building
- Decision-Making
- Critical Thinking
Affiliations
- Co-founder of the EMM Retail Center of Excellence
- Co-founder of the EMM CPG Center of Excellence
- Contributor to The Greek Circle Quarterly Magazine
- Volunteer with hunger relief and tutoring efforts
- Member of the Starcom Worldwide Internship Committee
- Member of the Greek Media Club Association
Computerprogramsskills
- Microsoft Office
- Nielsen Suite
- Nielsen Media Impact
- Lumina Decision System
- Tableau Navigation
- Collaboration Leadership
- Verbal and written communication
- Organization and Time management
Timeline
VP, Media Director
Tombras
08.2021 - Current
Integrated Planning Director
EMPOWER MEDIA MARKETING
01.2019 - 08.2021
Associate Media Director
STARCOM WORLDWIDE
09.2017 - 01.2019
Associate Media Director
STARCOM WORDWIDE
02.2017 - 01.2019
Associate Media Director
STARCOM WORLDWIDE
08.2013 - 02.2017
Associate Media Director
STARCOM WORLDWIDE
09.2010 - 08.2013
Media Supervisor
STARCOM WORLDWIDE
04.2008 - 09.2010
Media Associate
STARCOM WORLDWIDE
12.2005 - 04.2008
Client Services Account Executive
EURO RSCG
06.2002 - 12.2002
Master of Business Administration - Marketing and Economics
ILLINOIS INSTITUTE OF TECHNOLOGY, Graduate School of Business
Bachelor of Arts - Education, Computer Endorsement
PURDUE UNIVERSITY, College of Liberal Arts
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