Dina Andrews
Mahwah,NJ
Summary
Skilled marketing professional with 17+ years of experience and a proven record of building and executing brand campaign strategies that deliver on goals and objectives. Multi-faceted experience includes planning and investment across Tech, Retail, Luxury and Entertainment categories.
Overview
18
18
years of professional experience
Work History
SVP, Planning - Spotify
Universal McCann
11.2019 - 06.2024
- Led global media hub team and cross-functional teams in the strategic planning and execution of 100+ Spotify Brand campaigns, annually. (Digital, Social, OLV, Influencer Partnerships, OOH, Experiential, Audio)
- Served as primary point of contact for internal agency leadership, global agency teams, and global client media teams.
- Helped spearhead Spotify sustainability efforts globally, including facilitation of new planning process which prioritizes sustainable partners and tactics in order to reduce carbon emissions of paid media plans
- Championed brand's DE&I goals by establishing process to increase spend YoY across minority-owned media partners
- Identified and lead the implementation of cross-functional team process and operations improvements
- Managed team of thirteen direct reports on a day to day basis, developing their goals and growth plans to further their individual career paths
Group Director, Strategy - Showtime Networks
OMD
08.2017 - 11.2019
- Led strategic planning for all program promotions efforts on Showtime Networks account
- Oversaw development of integrated media plans for over 50 campaigns annually across Showtime, Showtime Sports, Documentaries, and Smithsonian Channel
- Served as primary account lead, with oversight across all media channels inclusive of National and Local TV, Digital, Radio, Print and Outdoor
- Spearheaded evolution in campaign measurement to demonstrate tune-in conversion against paid media - Introduced client to ACR measurement technology and methodology to support business goals of driving viewership
- Grew agency revenue YOY by significantly increasing client SOW (by ~$1MM in 2018)
- Managed and mentored Strategy team, ensuring all members were delegated work appropriate for their level and that they were continuously engaged and challenged
Director, Digital Investment
OMD
10.2015 - 08.2017
- Oversaw digital planning and buying for both Showtime Networks and Toys R Us/Babies R Us accounts
- Showtime- managed digital planning and investment for 15-20 campaigns annually, in efforts to drive tune-in to network’s premium show line-ups, including “tent-pole” original series as well as sports programs, documentaries and Smithsonian Channel programs
- Toys R Us - Led planning for all digital campaigns with the goal of driving in-store traffic and online sales, optimizing against ROAS for weekly promotional messages
- Babies R Us - Developed acquisition campaigns to drive baby registry creations, while maintaining an efficient cost per create in order to ensure brand profitability
- Liaised with all agency business units in order to ensure latest and greatest solutions are being brought to clients regularly
Associate Director, Digital Investment, J&J
OMD
09.2014 - 10.2015
- Managed digital buying and investment for all Johnson & Johnson Skincare brands including Johnson’s Baby, Aveeno, Neutrogena, Clean & Clear, Lubriderm and RoC
- Led buying negotiations across all of these brands in order to help achieve aggressive client savings goals
- Acted as digital planning/buying liaison for the brands between multiple agency teams including Strategy, Creative, Social, Activation, PR
- Point person for digital media budget management across all Skincare brands
Associate Director, Digital
Digitas
03.2014 - 09.2014
- Led digital strategy, planning and buying for Mars chocolate brands including M&Ms, Dove, Ice Cream and all seasonal campaign efforts
- Spearheaded shift in digital Hispanic strategy in order to better reach this key market segment for the brand
Associate Digital Director, Discovery Networks
OMD
07.2012 - 03.2014
- Oversaw digital strategy development and planning for all Discovery Networks including Discovery Channel, TLC, Animal Planet, Investigation Discovery, Oprah Winfrey Network, Science Channel, and Discovery Emerging Networks
- Oversaw and managed client relationships across all brand
- Managed team of twelve employees and served as primary liaison across multiple inter-agency teams including Paid Search & Social, Innovation, Analytics and Finance
- Point person for digital media budget management across all Discovery brands
Associate Digital Director, Cartier & NYC Tourism
Optimedia
10.2011 - 07.2012
- Led all Cartier and NYC Tourism digital planning efforts and media campaigns
- Managed day to day client relationships
- Delivered “month in review” recaps to clients including latest industry news/trends, competitive campaign information, and first to market executions and opportunities
- Point person on key integrated Cartier custom video content initiative supporting Calibre Watch Collection
Digital Supervisor, Discovery Channel
PHD
04.2010 - 10.2011
- Held top digital position on integrated Discovery Networks accounts
- Assisted AMD in developing over-arching strategy for all Discovery Channel and Investigation Discovery tune-in campaigns
- Led digital strategy development, media recommendations and campaign executions, including display, custom integrations, sponsorships, and mobile programs
- Analyzed third party brand study results and identified implications for future campaigns
- Worked closely with offline planning team to develop integrated, cross-platform programs
- Day to day management of digital planner and assistant planner
Media Supervisor, Stoli Vodka
Neo@Ogilvy
11.2009 - 04.2010
- Developed integrated cross-platform media programs to showcase Stolichnaya base and flavors portfolio, as well as elit by Stolichnaya ultra premium brand
- Negotiated and secured large added value events; Coordinated with client, media partners, PR agency, and event marketing teams to activate and execute
- Planned and executed custom media programs to support key Stoli brand initiatives (i.e. Winter Program, New Flavor Launches, Victoria’s Secret Fashion Show Support)
- Analyzed competitive research to determine brand's positioning in marketplace relative to competitive brands
- Liaised with Stoli Inter-Agency Team regularly; Presented on Weekly IAT & client status calls
- Presented 2010 media recommendation to clients and brand owner of Stolichnaya
- Introduced to Television and out of home planning
- Managed media planners and assistant media planner with day to day tasks
Media Planner, Cisco Systems
Neo@Ogilvy
11.2007 - 11.2009
- Planned and managed campaigns involving multiple client stakeholders and budget sources
- Analyzed campaign trends and performance, making optimizations based on results
- Maintained relationships with vendors in planning and negotiating of media
- Led weekly client status calls
Assistant Media Planner, Cisco Systems
Neo@Ogilvy
11.2006 - 11.2007
- Created and distributed RFPs and insertion orders for media campaigns
- Worked closely with trafficking team to ensure all campaigns were properly executed
- Tracked and monitored campaign performance in Atlas and Dart
- Owned/Managed billing process and collection of outstanding invoices
Education
Bachelor of Science - Marketing
Boston College
Chestnut Hill, MA05.2005
Skills
Client Management
Account Management
Agency Relationships
Campaign Strategy & Planning
Integrated Marketing
Cross-Functional Collaboration
Digital Media
Negotiation
Timeline
SVP, Planning - Spotify
Universal McCann
11.2019 - 06.2024
Group Director, Strategy - Showtime Networks
OMD
08.2017 - 11.2019
Director, Digital Investment
OMD
10.2015 - 08.2017
Associate Director, Digital Investment, J&J
OMD
09.2014 - 10.2015
Associate Director, Digital
Digitas
03.2014 - 09.2014
Associate Digital Director, Discovery Networks
OMD
07.2012 - 03.2014
Associate Digital Director, Cartier & NYC Tourism
Optimedia
10.2011 - 07.2012
Digital Supervisor, Discovery Channel
PHD
04.2010 - 10.2011
Media Supervisor, Stoli Vodka
Neo@Ogilvy
11.2009 - 04.2010
Media Planner, Cisco Systems
Neo@Ogilvy
11.2007 - 11.2009
Assistant Media Planner, Cisco Systems
Neo@Ogilvy
11.2006 - 11.2007
Bachelor of Science - Marketing
Boston College
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