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
New York, NY
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
New York, NY
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
New York, NY
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
New York, NY
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
New York, NY
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
New York, NY
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
New York, NY
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
New York NY
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
New York NY
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
New York, NY
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
New York, NY
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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